The Study Of The Marketing Strategy Innovation For Hainan Gold Hongye Paper

With the rapid development of our country economy, people’s living standards have greatly improved, thus to the requirement of household paper from the quantity and quality has a larger degree of ascension. For life in paper industry, it is a good development opportunity.According to incomplete statistics, the current our country’s paper production enterprises have more than three thousands of life. Although the market potential is tremendous, but in so many companies carved up, hard to avoid the increasingly fierce competition, which leads to the vast majority of firms in a price war can’t help but look. Remove the bad and leaving the good in view of the existing marketing strategy, and carries on the innovation on the basis of this, work out a development vision and effective marketing solutions, solve the existing in current marketing and later may face problems in the marketing, the marketing strategy on the distance with competitors, occupy a certain advantage in the fierce market competition, Hainan Gold Hongye Paper is an urgent need to solve a problem.Faced with rare development opportunities and severe competition form, this paper deals with Hainan Gold Hongye Paper SOWT analysis, on the basis of combining several main rival, the current development situation, Hainan Gold Hongye Paper of the insufficiency of the marketing strategy for the improvement and innovation, is expected to improve the marketing status quo of Hainan Gold Hongye Paper, increase the market share, promote the development of enterprises. The specific content of this paper is divided into six chapters, each chapter is as follows:The first chapter is introduction, introduces the research background of this article, research purpose and significance and research ideas, methods and main research content of this article.The second chapter is the theoretical basis of this article. Theoretically introduced the innovation direction of the marketing strategy. This chapter first introduces the development and progress of marketing theory.Then in view of the academic mainstream theory-4p theory to illustrate the innovation direction of Hainan Gold Hongye Paper marketing strategy.The third chapter analyzes the marketing status quo of Hainan Gold Hongye Paper.This chapter firstly introduces the general situation of Hainan Gold Hongye Paper and its current marketing situation.Then, SWOT analysis was carried out on the Hainan Gold Hongye Paper, let us to know the status quo, and thus for the appropriate, targeted marketing strategy innovation.The fourth chapter is the main part of the paper, aiming at the shortcomings of the Hainan Gold Hongye Paper the current marketing strategy, combined with the innovation of the above mentioned points, to innovate.In this chapter, combined with the front for Hainan Gold Hongye Paper marketing present situation and the SWOT analysis of the enterprise, from the elements of affecting the4p theory of marketing, on the current marketing strategy of Hainan Gold Hongye Paper puts forward innovation.The fifth chapter puts forward some measures to protect innovative marketing strategy implementation. A good marketing strategy also need practical implementation, this chapter from function, perfect marketing system, strengthening the marketing company presents guarantee to implement the marketing strategy recommendations.The sixth chapter is conclusion and prospect.In front of this chapter summarizes the research content, and for this article is not yet complete, and the direction of the need to further study after a brief outlook.