| China’s export trade has made remarkable achievements in recent nearly 40 years after the reform and opening up.Many export enterprises are heavily dependent on foreign markets,in the period of world economic booming development,its drawbacks did not show up.However,in 2008 because of the financial crisis,China’s export trade caused a great impact,many small and medium-sized export enterprises bankrupted in the financial crisis,and even some large export-oriented processing enterprises are also bankrupted.Some China’s export enterprises began to reflect on the risk of one-sided export market.In sharp contrast to the weak export market,the domestic market developed rapidly.The improvement of China’s economic strength,the increasing level of people’s consumption and the implementation of new urbanization,make the sales ofmany products in the domestic market get outstanding achievements.Considering above situation,some export enterprises began to transform to domestic market,and began to sell products in the domestic market.China’s toilet paper exports are later than other industries,since 1999,China’s toilet paper business began to export toilet paper,after years of development,export amount and export valve of toilet paper have increased significantly.In 2008,the total toilet paper sales scale reached 35 billion US dollars,increase of 7%compared with 2007,the gratifying growth data makes toilet paper manufacturers not well prepared for the impact of the financial crisis.Because of the rising cost of raw materials,rising labor costs in China,the exchange rate instability and other factors,the cost advantage of Chinese toilet paper gradually lost,the international market competition,the international financial crisis and European debt crisis makes foreign consumption of toilet paper decline.By the above comprehensive factors,since 2014,toilet paper exports decreased year by year.China is a major exporter of toilet paper,and also a big toilet paper consuming country.Accompany with the growth of population,GDP growth,per capita disposable income growth and improvement of people’s living standards,Chinese people use more and more toilet paper,and China has become the second country of total consumption of toilet paper,per capita toilet paper consumption has gradually catch up with the world average consumption.Huge market has attracted a large number of international toilet paper giant landing in China.In view of changes in domestic and foreign markets,some toilet paper export enterprises started the market transformation from foreign market to domestic market,this transformation does not mean giving up the foreign market,but under the condition of stabilizing the export market,then open up the domestic market.However,the export market is completely different from the domestic market,export-oriented domestic enterprises must analyze the difference between domestic and foreign markets so as to identify their own position,and use their own marketing strategy accordingly.Based on the previous research results,this paper takes the toilet paper industry as the research background,and studies and analyzes the case of AQXY Paper Co.,Ltd.from export to domestic sales.This paper first summarizes the marketing strategy,the transformation strategy and the market positioning theory,and analyzes the current situation and development trend of the export market of toilet paper and domestic market situation as well,and draws the necessity of the transformation of AQXY Paper Co.,Ltd,and analyzes the advantages and disadvantages of the company in the process of transformation,and analyzes the opportunities and threats brought by the external environment to the transitional enterprises.Transformation of enterprises in the domestic market,we must first do a good job market segmentation and positioning,on this basis,then use marketing 4P theory to guide the transformation of enterprises.Hope those enterprises which also face the same transformation needs of enterprises could learn from this study. |
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