SHENLAN Wood Industry WPC Production Marketing Strategy Research

With the development of the global economy, it is generally a higher demand on the living environment. Especially, because of the haze appears in many countries in recent years, people recognize the PM2.5standard is important for our lives. Plastic supplies are used for human life supplies and industrial supplies as the indispensable materials. The waste plastic garbage are increasing around the world, they are causing serious environmental pollution. Many countries are working hard on all kinds of pollution in these years, especially white pollution, and have achieved some success.Such as Wood-Plastic Composites (WPC) which is using for replacing some wood products, the WPC is a plastic recycling material, which is made of filling with wood powder or plant fiber in the special machine, after the materials extruded and pressed, and then they can be injection molding to any mode. The WPC is becoming popular in the developed countries.In combination with investment management theory and feasibility study of decision-making method, This article is written to study the specific proposals and marketing strategy on the WPC products for The SHENLAN WPC CO.,LTD.(SLW). Firstly, the article will analyze the wood-plastic industry’s development prospects which are on the basis of the development status of WPC, the demand and supply situation and the future development forecasts. It will expound and prove the necessity of the WPC marketing project for SLW; Secondly, the article will use the SWOT analysis to identify the specific market expansion program and the target markets by combining with the market segmentation theory; Thirdly, the article will identify the product marketing optimization strategy. It will be described by four parts which are production strategy, pricing strategy, channel strategy and promotional strategy; Finally, the implementation of safeguards will be determined. The organizational security, the human resources supporting and the institutional and cultural protection will be described clearly in this article. By the study of the SLW’s marketing strategy, it can be theoretically an established case for emerging technology projects. Also, by processing the marketing program is conductive to the company’s further development. At the same time, the market strategy research on the WPC production by SLW in the industry can also serve as a reference.