恒安纸业营销策略研究摘要随着我国经济的不断发展，人民生活水平和健康意识不断提高，生活用纸越来越成为我们日常生活中不可缺少的一部分，这为生活用纸行业带来了难得的发展机遇。而生活用纸行业是一个完全竞争的市场，行业集中度相对较低，进入壁垒较低，企业要想在激烈的市场竞争者站稳脚跟并实现发展，需要采取合理的营销策略，本文以生活用纸行业的标杆性企业恒安纸业为研究对象，对其营销组合策略进行了多角度、全方位的深入分析，研究帮助其取得成功的市场营销策略，对于生活用纸行业的企业和其他快速消费品行业的企业具有一定的参考价值。关键词：恒安纸业 市场营销 营销策略 AbstractWith the continuous development of China's economy, people's living standards and increasing awareness of health, life paper has increasingly become an indispensable part of our daily life, which has brought a rare opportunity for the development of paper industry. Living paper industry is a fully competitive market, industry concentration is relatively low, low barriers to entry, companies want to gain a firm foothold in the fierce market competition and development, need to adopt the reasonablemarketing strategy, based on the benchmark of corporate life Heng paper paper industry as the research object, in-depth analysis of the the marketing strategies of multi angle, a full range ofresearch, make a successful marketing strategy, has certain reference value for living paper industryenterprises and other FMCG enterprises.Keywords: Heng paper; marketing; marketing strategy目 录摘要..................................................................................................................................................1Abstract..........................................................................................................................................11 营销策略的相关理论...............................................................................................................
