A Study On The Marketing Strategy Of Baoding Banknote Paper Mill

This article is written in study of development strategy of Baoding Banknote Paper Mill (BBPM).BBPM, set up in 1956, is the first banknote mill of new China and a large-scale enterprise which subordinated to China Banknote Printing & Minting Corp (CBPMC). The main tasks of BBPM include the banknote paper production and the R&D of new techniques, new material of banknote paper. Besides banknote paper, BBPM can also product high grade security paper, engineering paper and other papers. Baoding Huarong Commerce & Trade Company (BHCTC) is an enterprise owned by BBPM for their diversified operation. BHCTC engages in sales of normal and special paper for BBPM except banknote paper. From 2000, these papers have gotten rapid progress in market.This marketing strategy is based on BBPM's products except banknote paper, and the analyze object is BHCTC. The emphases of strategy are two, first, selecting target market and positioning according the demand of client; second, embodying the marketing plan to achieve the anticipated marketing target.This article first research BBPM's external environment and internal status, using the tool of SWOT, and then segment the market of two products and select target market and position. At last give the marketing mix, that is, satisfy the consumers and achieve the best credit and benefit with the proper products, sales channel, price and promotion.