博汇纸业卡纸业务俄罗斯市场营销策略研究
发布时间：2018-07-13 13:25
【摘要】：山东博汇纸业股份有限公司(以下简称博汇纸业)成立于1994年，是一家集纸张研发、生产、销售于一体的大型民营上市公司。2004年6月，博汇纸业在上海证券交易所挂牌上市。博汇纸业被评为“中国造纸十强企业”。 本文通过追溯博汇纸业五年来的经济数据及主营业务发展情况，结合公司现在的组织结构和子公司现状，概括出了公司的经营现状。然后通过营销渠道策略、价格策略和市场进入策略三个方面，阐述博汇纸业现行营销策略。同时指出了博汇纸业出口策略中存在的目标市场和定位不明确、营销渠道少、定价方式单一、缺乏专业的国际商务人员等问题。进而结合环境分析理论，从我国造纸行业市场环境、俄罗斯造纸行业市场环境、俄罗斯市场主要竞争对手分析和SWOT分析四个方面，对公司所处的外部环境和内部环境进行分析。最后结合市场营销理论，，针对公司存在的问题，提出了目标市场定位、产品、价格、渠道、促销和专业人才培养等六个方面的营销策略建议，达到论文研究和指导公司今后的营销实践的目的。
[Abstract]:Shandong Bohui Paper Co., Ltd (hereinafter referred to as Bohui Paper Industry) was founded in 1994, is a large private listed company which integrates paper research and development, production and sales. In June 2004, Bohui Paper was listed on the Shanghai Stock Exchange. Bohui Paper Industry was named "China's top ten paper enterprises." By tracing back to the economic data of Bohui Paper industry in the past five years and the development of its main business, combined with the present organizational structure of the company and the present situation of its subsidiaries, this paper generalizes the present operating situation of the company. Then through marketing channel strategy, price strategy and market entry strategy, expound the current marketing strategy of Bohui Paper industry. At the same time, the paper points out some problems in the export strategy of Bohui Paper Industry, such as unclear target market and position, less marketing channels, single pricing method, lack of professional international business personnel and so on. Combined with the theory of environmental analysis, the paper analyzes the external and internal environment of the company from four aspects: the market environment of China's paper industry, the analysis of the main competitors of the Russian market and the SWOT analysis. Finally, combining the marketing theory, aiming at the existing problems of the company, the paper puts forward the marketing strategy suggestions in six aspects: target market orientation, product, price, channel, promotion and training of professional talents. To achieve the purpose of research and guide the company's marketing practice in the future.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.83
本文编号：2119521
[Abstract]:Shandong Bohui Paper Co., Ltd (hereinafter referred to as Bohui Paper Industry) was founded in 1994, is a large private listed company which integrates paper research and development, production and sales. In June 2004, Bohui Paper was listed on the Shanghai Stock Exchange. Bohui Paper Industry was named "China's top ten paper enterprises." By tracing back to the economic data of Bohui Paper industry in the past five years and the development of its main business, combined with the present organizational structure of the company and the present situation of its subsidiaries, this paper generalizes the present operating situation of the company. Then through marketing channel strategy, price strategy and market entry strategy, expound the current marketing strategy of Bohui Paper industry. At the same time, the paper points out some problems in the export strategy of Bohui Paper Industry, such as unclear target market and position, less marketing channels, single pricing method, lack of professional international business personnel and so on. Combined with the theory of environmental analysis, the paper analyzes the external and internal environment of the company from four aspects: the market environment of China's paper industry, the analysis of the main competitors of the Russian market and the SWOT analysis. Finally, combining the marketing theory, aiming at the existing problems of the company, the paper puts forward the marketing strategy suggestions in six aspects: target market orientation, product, price, channel, promotion and training of professional talents. To achieve the purpose of research and guide the company's marketing practice in the future.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.83
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本文编号：2119521
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