Research On Wood Based Panel Marketing Strategy Of NFMY Company

NFMY company,founded in 2003,is a wood products production company with wood-based panels as its main products,with the rapid development of China’s wood-based panel industry,the company has gradually developed and expanded.However,due to the change of the overall domestic economic situation in recent years,the competition in the artificial board industry has become increasingly fierce,and the overall sales situation of the company is not ideal.The traditional marketing methods used by the company cannot help the company meet the diversified needs of the market.Therefore,it is urgent for NFMY to review the internal and external environment of the company in a timely manner,optimize and improve its own marketing strategies and strategies,and take effective countermeasures to regain its competitive advantage.This paper takes NFMY company as the research object,Firstly,the research background,research significance,research status,research content,research methods and innovations of the topic are described;Secondly,it discusses the concepts involved in the paper,such as industrial product marketing and marketing strategy,and introduces the theories and tools involved,such as STP theory,4E marketing mix theory,PEST analysis model,Porter’s five forces analysis model,SWOT,etc;Then,based on the actual situation of the company,using strategic analysis methods such as STP,PEST model,Porter’s five forces model,SWOT analysis tool and so on,conduct in-depth and detailed research on the marketing situation,market environment and competitive environment of NFMY company,and analyze the problems existing in the marketing strategy and strategy of NFMY company,as well as the advantages,disadvantages,opportunities and threats it faces.On this basis,it is proposed that the company adopt a development oriented market strategy,re segment and position the market,use the 4E industrial product marketing mix strategy to formulate a new marketing mix strategy for the company from the four aspects of project,value,channel and trust;Finally,the paper puts forward the safeguard measures of optimizing the organizational structure and management mechanism,building an efficient marketing team,increasing the fund guarantee,and improving the working system to ensure the smooth implementation of the marketing strategy.The thesis adopts the methods of literature research,empirical research,questionnaire survey,etc.,with the help of more mature analysis tools to analyze the current marketing situation and the internal and external environment of NFMY Company,aiming at the problems existing in NFMY Company’s marketing,improve the marketing strategy of the company’s wood-based panel market,propose solutions,improve and enhance the company’s marketing management level and actual marketing ability.It helps to reduce the impact of COVID-19 and the downturn in the real estate market on the company and expand the market share of NFMY Company’s wood-based panels.At the same time,it also provides reference experience and reference value for other wood-based panel enterprises to formulate marketing strategies.