Research On Optimization Of Marketing Strategy For Household Paper Products Of J Company

With the development of economy and the gradual improvement of people’s living standards,the use of household paper continues to increase.Especially in the post-epidemic era,people pay more attention to health.Disposable household paper meets the needs of people’s healthy life.Household paper market prospects are broad.However,in the current market environment,market competition of household paper industry is very fierce due to the low entry threshold.Successful marketing has become a key factor to enhance competitiveness.As a typical household paper enterprise,J Company has some problems in its marketing strategy,which leads to little marketing effect.Therefore,it is of great significance to discover the existing problems in J Company’s marketing strategy,find out the causes,and formulate optimization strategies accordingly.Taking J Company as the research object,this paper adopts 4Ps marketing strategy,PEST analysis,five forces model and other analysis methods and theories to conduct in-depth analysis and research on the marketing strategy of J Company’s household paper.Firstly,this paper stated research background and significance.Secondly,a series of researches are carried out on the related concepts of this paper and the domestic and foreign research reviews.Thirdly,it focuses on the basic information,market environment and marketing strategy of J Company.Fourthly,questionnaire survey and interview are conducted on the marketing strategies of J Company’s household paper products.Through the analysis of the survey results,problems existing in J Company’s marketing strategies and their causes are found.It mainly includes the following problems: unstable product quality,chaotic price system,unbalanced marketing channels,homogenization of promotion forms,etc.The reasons for these problems are as follows: multi-point influence of production links on product quality,unscientific pricing system on price strategy,weakening of channel construction on channel balance,lack of promotion planning on promotion effect,etc.Finally,the author puts forward the corresponding optimization countermeasures to J Company’s marketing strategy.In terms of product strategy,improve the stability of product quality,implement product differentiation,accelerate product research and development to create popular products;In terms of price strategy,strengthen the supervision and guidance of terminal retailers’ pricing power,adopt comprehensive pricing method and develop differentiated pricing system;In terms of channel strategy,traditional channels continue to sink into digital enabling stores,cultivate e-commerce teams to obtain private traffic,and strengthen the supervision and management of channel development.In terms of promotion strategy,carry out promotion activities on the premise of quality to improve promotion conversion rate.It also puts forward safeguard measures on the system,organization,manpower,capital,technology and other aspects.This paper puts forward reasonable suggestions for promoting the development of J Company,and the author hopes that it can play a reference role for similar enterprises.