PT Company Marketing Strategy Research

With the rapid development of national economy,China's packaging industry is gradually growing.The expanding market scale brings opportunities and challenges to packaging enterprises.After the 13th five year plan,the national economy has entered a new normal,and the development of packaging industry is facing higher quality requirements.However,due to the lack of core competitiveness,packaging enterprises generally have some prominent problems in the marketing process,such as vague market positioning,lack of product features,and difficult to effectively expand the market.PT company,founded in February 2016,is a young packaging enterprise based in Yibin City,Sichuan Province.Since its establishment,the company has made good achievements by using flexible system and mechanism and relying on the business of the original stock market.However,with the gradual expansion of business scale,the company is faced with practical difficulties such as imperfect marketing strategy and difficult to achieve effective breakthrough in market share.Taking Pt company as the empirical research object,this paper starts with the marketing strategy,combines the development status of domestic and foreign packaging industry,analyzes the operation status and marketing status,and summarizes the problems of Pt company's marketing with questionnaire survey and expert interview,which are lack of specialized market segmentation,wrong choice of target market and fuzzy market positioning.By using PEST analysis,five forces model and SWOT analysis,this paper analyzes the marketing environment of Pt company,and draws the conclusion that PT company should choose the strategy combining so strategy and wo strategy as the main direction of future strategic development.On this basis,using STP theory,the marketing strategy of Pt company is optimized from the perspective of market segmentation,target market selection and market positioning.That is to say,it is necessary to go deep into market segmentation,select centralized market strategy in wine packaging and food and beverage packaging,select medium and high-end market in product positioning,and use marketing mix strategy from four dimensions of product,price,channel and promotion And put forward the concrete policy and suggestion to its marketing development.At the end of the paper,the effective implementation of Pt company's marketing strategy is guaranteed from four aspects of organization,technology,capital and policy.The research results have certain practical application value for PT company to realize healthy and sustainable development in the future.