摘 要
山东博汇纸业股份有限公司(以下简称博汇纸业)成立于 1994 年，是一家集纸张
研发、生产、销售于一体的大型民营上市公司。2004 年 6 月，博汇纸业在上海证券交
易所挂牌上市。博汇纸业被评为“中国造纸十强企业”。
本文通过追溯博汇纸业五年来的经济数据及主营业务发展情况，结合公司现在的
组织结构和子公司现状，概括出了公司的经营现状。然后通过营销渠道策略、价格策
略和市场进入策略三个方面，阐述博汇纸业现行营销策略。同时指出了博汇纸业出口
策略中存在的目标市场和定位不明确、营销渠道少、定价方式单一、缺乏专业的国际
商务人员等问题。进而结合环境分析理论，从我国造纸行业市场环境、俄罗斯造纸行
业市场环境、俄罗斯市场主要竞争对手分析和 SWOT 分析四个方面，对公司所处的外
部环境和内部环境进行分析。最后结合市场营销理论，针对公司存在的问题，提出了
目标市场定位、产品、价格、渠道、促销和专业人才培养等六个方面的营销策略建议，
达到论文研究和指导公司今后的营销实践的目的。
关键词：博汇纸业 营销策略 俄罗斯市场营销
ABSTRACT
Shandong Bohui Paper Industry Co. , Ltd. ( hereinafter referred to as Bohui Paper )
was established in 1994 , is a collection of paper R & D , production and sales in one of the
large private listed companies . In June 2004 , Bohui Paper listed on the Shanghai Stock
Exchange . Bohui Paper was named thetop ten enterprises of China Paper .
In this paper, the retrospective Bohui Paper five years of economic data and main
business developments , combined with the organizational structure of the company and
subsidiary of the status quo , and summarizes the status of the company's operating . Then
through the marketing channel strategy , pricing strategy and market entry strategies in
three aspects of the current marketing strategy Bohui Paper . Also pointed Bohui Paper exit
strategy , target markets and positioning is not clear , less marketing channels , single
pricing , lack of professional international business personnel. Thus combining
environmental analysis theory , from the status quo of Sino-Russian trade , the market
environment of China 's paper industry , the Russia paper industry market environment and
SWOT analysis of four aspects of the company in which the external environment and
internal environment analysis . Finally, marketing theory , for the problems of the company ,
the target market positioning , increase marketing channels and train professionals in the
three marketing strategies recommended to achieve the purpose of the thesis and guiding
the company's future marketing practice.
KEYWORDS: Marketing strategies Bohui Paper Russian Marketing