Research On Marketing Strategy Of Plastic Packaging Products Of WP Company

Plastic packaging products refer to packaging products processed from chemical raw materials with high hardness,sealing,corrosion resistance and other characteristics.In recent years,with the increase of consumer demand for packaging products and the continuous improvement of plastic packaging materials processing technology,the market capacity of packaging products is growing year by year,especially for liquor products,condiments and electronics.In 2017,the main business income of China’s plastic packaging box and container manufacturing industry reached 189.26 billion yuan,with a year-on-year growth of 6.84%.The growth rate of domestic 5G mobile phone shipments from September to November 2019 was maintained at 150%.In the past five years,the consumption demand of the domestic plastic packaging market has soared.Although there are a large number of packaging enterprises in China,the quality of packaging products in the market is mixed,the price competition is fierce,and the environmental protection policy also puts forward stricter requirements for the plastic packaging industry.At the same time,the industrial chain of the domestic plastic packaging market is not yet sound,and further resource integration is needed.In this severe and volatile market environment,how to better get out of the predicament,use more suitable marketing strategies to expand market share,and achieve the goal of sustainable development is the focus of this study.This paper takes WP company,a leading enterprise in the plastic packaging product industry,as the research object.WP company has been deeply engaged in the packaging industry for many years.Although it has certain advantages in the field of information technology,at present,the company’s sales growth is slow,and its development has entered a slow period.Facing the complex and volatile environment,WP company needs to constantly optimize and adjust its marketing strategy to stabilize its existing market share and obtain more market share.This paper optimizes the marketing strategy by using the marketing theoretical knowledge and combining the actual situation of WP company.First of all,the pest model is used to analyze the external macro environment of the industry in which WP company is located,and the competitive environment and the situation of competitors are analyzed through the Porter five forces model.Secondly,the SWOT analysis method is used to analyze the internal advantages and external opportunities of WP company,explain the external opportunities and existing threats,and summarize the factor combination strategy suitable for the development of the company.Through STP theory and marketing mix theory,this paper analyzes the status and existing problems of WP’s existing marketing strategies,effectively analyzes the existing problems,puts forward new marketing optimization strategies,and puts forward the safeguard measures required by the strategies.