【摘要】：山東博匯紙業(yè)股份有限公司(以下簡(jiǎn)稱博匯紙業(yè))成立于1994年，是一家集紙張研發(fā)、生產(chǎn)、銷售于一體的大型民營(yíng)上市公司。2004年6月，博匯紙業(yè)在上海證券交易所掛牌上市。博匯紙業(yè)被評(píng)為“中國(guó)造紙十強(qiáng)企業(yè)”。 本文通過(guò)追溯博匯紙業(yè)五年來(lái)的經(jīng)濟(jì)數(shù)據(jù)及主營(yíng)業(yè)務(wù)發(fā)展情況，結(jié)合公司現(xiàn)在的組織結(jié)構(gòu)和子公司現(xiàn)狀，概括出了公司的經(jīng)營(yíng)現(xiàn)狀。然后通過(guò)營(yíng)銷渠道策略、價(jià)格策略和市場(chǎng)進(jìn)入策略三個(gè)方面，闡述博匯紙業(yè)現(xiàn)行營(yíng)銷策略。同時(shí)指出了博匯紙業(yè)出口策略中存在的目標(biāo)市場(chǎng)和定位不明確、營(yíng)銷渠道少、定價(jià)方式單一、缺乏專業(yè)的國(guó)際商務(wù)人員等問(wèn)題。進(jìn)而結(jié)合環(huán)境分析理論，從我國(guó)造紙行業(yè)市場(chǎng)環(huán)境、俄羅斯造紙行業(yè)市場(chǎng)環(huán)境、俄羅斯市場(chǎng)主要競(jìng)爭(zhēng)對(duì)手分析和SWOT分析四個(gè)方面，對(duì)公司所處的外部環(huán)境和內(nèi)部環(huán)境進(jìn)行分析。最后結(jié)合市場(chǎng)營(yíng)銷理論，，針對(duì)公司存在的問(wèn)題，提出了目標(biāo)市場(chǎng)定位、產(chǎn)品、價(jià)格、渠道、促銷和專業(yè)人才培養(yǎng)等六個(gè)方面的營(yíng)銷策略建議，達(dá)到論文研究和指導(dǎo)公司今后的營(yíng)銷實(shí)踐的目的。
[Abstract]:Shandong Bohui Paper Co., Ltd (hereinafter referred to as Bohui Paper Industry) was founded in 1994, is a large private listed company which integrates paper research and development, production and sales. In June 2004, Bohui Paper was listed on the Shanghai Stock Exchange. Bohui Paper Industry was named "China's top ten paper enterprises." By tracing back to the economic data of Bohui Paper industry in the past five years and the development of its main business, combined with the present organizational structure of the company and the present situation of its subsidiaries, this paper generalizes the present operating situation of the company. Then through marketing channel strategy, price strategy and market entry strategy, expound the current marketing strategy of Bohui Paper industry. At the same time, the paper points out some problems in the export strategy of Bohui Paper Industry, such as unclear target market and position, less marketing channels, single pricing method, lack of professional international business personnel and so on. Combined with the theory of environmental analysis, the paper analyzes the external and internal environment of the company from four aspects: the market environment of China's paper industry, the analysis of the main competitors of the Russian market and the SWOT analysis. Finally, combining the marketing theory, aiming at the existing problems of the company, the paper puts forward the marketing strategy suggestions in six aspects: target market orientation, product, price, channel, promotion and training of professional talents. To achieve the purpose of research and guide the company's marketing practice in the future.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.83

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