Study On The Improvement Of LG Packaging Company's Marketing System

LG packaging company,as a wholly-owned subsidiary of APP Group,has been following the old thinking of paper industry in management system,which has led to some achievements in the international market in recent years since it was put into operation,but it has been unable to break through in domestic sales performance,even has fallen back.In view of this situation,analyze the causes of this situation,and extract the specific problems and reasons that lead to the deterioration of the sales situation: serious internal friction was caused by complex business process;no major customer management system leaded to the bad sustainability of major customer orders;due to the influence of large groups,the complicated organizational structure made unclear decision-making and difficult implementation;because of the wrong customer account management mode caused too many overdue accounts,which affects the normal operation of the company.In response to this series of problems,a systematic analysis is made on the problems based on the relevant theoretical knowledge of marketing mode,key account management and marketing system optimization.According to the analysis,based on the principles of timeliness,implementation,sustainability and self innovation,and the tenet of "carrying forward advantages,reducing disadvantages,seizing opportunities and avoiding threats",this paper puts forward corresponding proposals for marketing mode improvement and under the new mode,optimizing product structure,reasonably pricing,establishing major customer management system,reshaping the function of marketing department,establishing customer management system and other specific measures.In the end,this paper proposes to promote the healthy,efficient and sustainable development of LG packaging company's marketing system with the guarantee of capital,human resources and organization,corporate culture and other aspects.