Research On The Integrated Marketing Programme Of Dahe Paper Group

The domestic paper industry has entered a rapid development trend. Paper production capacity expanding, and ever-increasing industry concentration, resulting in the domestic paper industry growing market competition, product competition has gradually increased to the competition among enterprises, improve the market competitiveness of enterprises has become the development of paper-making enterprises trend.Since 2003, Henan Investment Group involved the development of paper industry.In 2010, Henan Investment Group requested in accordance with the "seven reunification" of the paper industry's resource integration, and in that year established a wholly owned subsidiary of River Paper Group, as a resource integration management platform. In this paper, the study is the resource integration in the general requirements, the marketing integration of relevant elements involved in the program, focusing on the marketing organization system and the two aspects of brand management. System integration in the marketing organization, taken to integrate the principles of the three and four integration methods. Combined with theoretical results of the study, the analysis of the current system of river Paper Group marketing organization based on marketing principles, methods and organizational structure. Integration of brand management, Paper on the river in the brand management group in the main problems on the basis of the analysis to determine the specific requirements of brand integration. With the actual situation and specific requirements, right, river Paper Group in brand strategy, brand positioning, brand management, brand promotion and other issues involving the six aspects of the analysis and identification.