A Study On Stationery Marketing Strategy In Chengdu

In order to find out and control developing regular pattern of enterprises, disquisition has studied to stationery industry of China, investigative object is market-developing strategy of Chinese Officemate from Shanghai to Chengdu. Disquisition used various strategic analysis instruments including product-market method, SWOT model when making Chengdu market-developing strategy. In addition, theory of industry transfer and previous market experience in Shanghai market were also taken into account. In detail introduced all condition of stationery industry China, Officemate, and circular environments of Chengdu Officemate, and based on various resource, and formative background and process used marketing strategy, and various operational plan.Achievement impersonated in practice. Synthesized character and developing aim of Officemate, in-depth analysis, established marketing strategy in Chengdu.Expatiated important of marketing strategy in Chengdu mainly: Firstly, implementing localization strategies by establishing a business group of Joint ventures, cooperating ventures. Then building up the direct local sales channel. Secondly, carrying out brand-extending strategy, to build and utilize prime value of Officemate brand. Thirdly, practicing green marketing strategy enable Officemate to be real famous brand in local market. Fourthly, carrying out human resource strategy, to offer support for development of Officemate.Chapter four elaborates the manufacturing strategy, price strategy, channel strategy and promotion strategy of Officemate with the help of 4Ps marketing combinatorial theory, took lower-end stationery market as its target, to enter into local market and successfully grasped lion market share. Meanwhile, Officemate creatively corporate social welfare with its performance of brand strategy, jumping in great advertising and society welfare cost, enjoying great popularity in local market. This is investigative importance also, using for reference to other one, having very good generalizable foreground.