Study On Marketing Strategy Of TH Printing Company

The new normal in China's economic slowdown,the printing industry downturn,overcapacity and the dual impact of shrinking market,the market disorderly competition and more fierce price fight,mainly paper the cost of labor and raw material costs continue to rise,the new trend of the development of green printing and digital printing,traditional printing,forcing enterprises to increase investment,to strengthen technological innovation.The industry shuffle,the fittest,the transformation,the upgrading,the reorganization,the merger,reform and innovation are the inevitable path of the traditional printing enterprises to survive the cold winter.TH printing company,which has been developed for nearly sixty years as a state-owned enterprise,has accumulated rich and professional experience in printing industry,and has great influence in central and South China.For a long time,the business of TH printing company has been made,fixed production,and there is no need and demand for marketing.In the new era of economic globalization and marketization,the development is facing severe challenges.It is a cruel reality for every employee to face where to go in the future.TH printing company in the internal management,external grasp the market,in recent years has also achieved some results,in the expansion of the overseas market has also achieved good results.Next,we need to think about how to accurately position,how to lock in the target market,how to expand business,customers,market channels and expand the scale of development,to win a new field with their own advantages,and to achieve sustained operation and healthy development of enterprises.Based on the study of the marketing status of TH printing company,this paper applies marketing theory and SWOT analysis method to optimize marketing strategies from the perspective of channels,prices and products,and puts forward suggestions for implementation measures.First of all,to summarize the key concepts and related theories and literature review;and then analyzes the marketing situation of TH printing company,and use the SWOT tool to analyze the main factors,analyzes the existing problems in the internal and external environment of enterprise,and puts forward WT strategy based on WO focus on determining the strategic point of view,according to the analysis of factors combination optimization scheme of marketing strategy;finally,TH printing company in the implementation of the marketing strategy measures.Based on the case study of TH printing company,this paper uses marketing theory and SWOT analysis method,combined with case operation practice,analyzes traditional state-owned enterprises' marketing strategies,and provides reference for printing enterprises to implement marketing strategies.