Research On Marketing Strategy Optimization Of F Packaging Materials Company

Packaging materials,like the "coat" worn by social development,come in all kinds of colors.At present,they are a common content in the process of rapid economic development,and also an indispensable element of people’s lives.They are used in many fields,like eating,drinking,housing and transportation,in addition to the above mentioned,packaging materials also play a very important role in our life.In recent years,with the promulgation of laws which related to the national ecological civilization construction strategy,the concept of green environmental protection has taken root in people’s heart.At present,the market of Chinese chemical packaging industry presents multi-polarization,with the majority of small and medium-sized enterprises.The overall tradition is backward,overcapacity,regional strength,emphasis on production and light marketing,and other characteristics.These environmental factors have brought many difficulties and challenges to packaging material companies.The F packaging material company studied in this paper is located in PD City,Guangdong Province.After more than 20 years of development,the company has formed a good brand effect in the local area.Based on foreign advanced equipment,the company has built a high-quality product line,and is in the middle and upper reaches of the industry in terms of production scale.However,with the constant changes of the market,the profit space of enterprises began to decline,and the original production advantages gradually disappeared in today’s big market.In the face of such difficulties,how to change the concept of emphasizing production over marketing and build a scientific business model coordinated with production and marketing to conform to the development trend of the market environment has become the key to its long-term sustainable development.This paper focuses on F packaging material Company.Firstly,through SWOT analysis tool,the internal and external operating environment of the company is analyzed comprehensively.Secondly,based on STP theory,the paper analyzes the market of F packaging material Company,distinguishes the difference between the consumer market and the organizational market,and master the direction of the company’s market entry through market segmentation,target market selection and positioning.Furthermore,the main problems existing in the marketing strategy of F packaging Materials Company were summarized by means of questionnaire survey and senior executive interview,and suggestions were made for optimizing the marketing strategy of F Packaging Materials Company based on the 4Ps marketing mix strategy theory.It is hoped that the relevant strategy elaboration in this paper can also provide certain reference significance for other enterprises similar to F packaging Material Company in the chemical industry.