A Study Of Competitive Strategy Of Household Paper Business Of Yunjinglinzhi Group

Household paper, as the necessities and fast-moving consumer goods in people’s daily life, are less affected by the economic situation, her popularity and quality represents a region’s economic and social development level. Since the US subprime mortgage crisis in 2008, though the global paper industry as a whole is in downturn, China’s household paper industry still maintained a rapid development trend, realizing prosperous market prospect both in the supply and demand. The domestic has formed the enterprises or suppliers whose production capacity are over 1 million tons, such as of Hengan, APP, Vader, etc. With the rapid development of national economy, the standard of living has been greatly improved, people’s living habits and consumption habits are subtle change, which put forward higher requirements on the quality the scale and category of paper products. Huge household paper potential market makes some domestic household paper enterprises transform into household paper industry in succession, such as the Jiulong paper, Sun paper, etc. Competition in the household paper industry market heats up continuously. The paper industry has on a comprehensive adjustment and change. Once one enterprise or group can’t keep up with the wave of strategic adjustment, it is bound to be eliminated by the market.Yunjinglinzhi Group is the first integrated forest-paper company, engaging on the production of afforestation and high-grade goods wood pulp, also facing the problems including transformation and upgrading, restructuring, and development. Based on the pulp paper business and the consideration that address the easier first, the enterprise believes that priority is the implementation of good life paper development plan, whose success will make demonstration effect on the entire development plan.This article will use new involved household paper industry as an example, along the route of asking, analyzing and solving problems, combing both the theory and reality, puts forward an appropriate competitive strategy of the business to the problems in the development process of household paper. Hope to be able to help the Yunjinglinzhi Group give full play to their strengths and avoid its weaknesses, to lay the foundation for the whole planning. The paper provides some certain references for household paper business to be transitioned or in the transition.