Research On Competition Strategy Of Vinda Paper Group

With economic expansion having moderated to a "new normal" pace, Tissue paper market opportunity and risk coexist. Advance of urbanization and improvement of the quality of life of the residents take a rigid demand for living paper, Domestic per capita consumption level is low,Market prospects will be getting better and better., Then the national policies for "The Belt and Road", "Asian investment bank, Internet plus" have proposed, which will help exports.On the other way,The surplus of capital led to overcapacity and contributed to poor returns on investment. The impact of china’s industrial brand recognition is not high enough, the number of the global industrial clusters is small.The level of Online marketing utilization is low.The article discusses the phenomenon above as following:On the basis of Potter’s theory of competitive strategy,Using five forces model analysis,and PEST method and SWOT analysis method to analysis of the macro environment, industry environment and internal environment of Vinda paper group.On this basis, to propose differentiation operator as the main competition strategy.This article discussed the implementation of differentiation competition strategy for Vinda Paper Group in three aspects.Improve consumer management,establish consumer data management system, respect the chinese traditional custom, pay attention to product details, holding on the market segmentation, including of difference of the eastern and western,difference of urban and rural,difference of the domestic and the overseas.Expand marketing channels,promoting online marketing,and innovating the marketing channel.Vinda Paper Group must advance on four implement safeguards of differentiation competition strategy. Lestablish the excellent enterprise culture, preserve the quality of our products, increasing input to technological innovationsand Brand management based on the big data.