中图分类号：F713.50密级：公开
UDC：本校编号：
工商管理硕士(MBA)学位论文
论文题目：DB 木业公司单板产品营销策略研究
研究生姓名：鲍书刚学号：2719002
学校指导教师姓名：赵岩职称：教授
论文提交日期：2021年10月1日论文答辩日期：2021年12月11日
工商管理硕士(MBA)学位论文
DB 木业公司单板产品营销策略研究
Research on the Veneer Products Marketing Strategy of DB
Wood Company
作者姓名：鲍书刚
研究方向：市场营销
学号：2719002
导师姓名：赵岩
完成日期：2021年9月30日
兰州交通大学
Lanzhou Jiaotong University
兰州交通大学工商管理硕士(MBA)学位论文
摘要
目前，我国已成为世界上最主要原木消耗国，最大的胶合板和单板层积材的加工生
产国和出口国。胶合板和单板层积材作为一种重要的生产、生活用物资在世界各国的经
济建设中发挥着不可替代的作用，被广泛用于建筑制造、装饰家居、基础设施建设等方
面，而两者的核心原材料就是单板。
近两年来由于国内林木资源短缺，人造林木资源产出量较低，林龄结构不合理且需
求呈逐步旺盛趋势，导致国内原木供给十分紧张。国外方面，受新冠疫情影响，人员流
动受限，林木资源的砍伐、运输存在较大困难，加上国际航线海上运力不足，集装箱和
散装船运输成本暴涨。原木价格的大幅度上涨使部分原木进口商更换进口渠道和品种以
降低成本，以进口原木旋切单板的厂家承受巨大成本压力进而传导到下游客户--胶合板
和单板层积材生产厂家，导致单板市场销售竞争日趋激烈。同时，随着国内物流的迅速
发展，两广等地的南方单板不断涌入DB 木业公司现有的销售区域。在此形势下，DB 木
业在单板营销方面面临着极大压力，其原有营销策略的弊端逐渐显现，如何通过优化其
市场营销策略提升市场竞争力是公司面临且急需解决的问题。
论文从DB 木业公司单板营销实情出发，以作者实际工作经历为基础，采用文献研
究法、个案分析法、专家访谈法、调查法等方法进行研究，应用了市场营销学的专业理
论为指导依据。文章首先明确了其研究背景、目的、意义、研究内容、思路和方法以及
市场营销理论的国内外现状；第二章详细介绍有关概念及市场营销策略的理论基础；第
三章从DB 公司内外部营销环境着手，用SWOT 分析法对其优劣势和机遇威胁进行剖析；
第四章深入分析DB 木业公司单板产品的营销现状和存在的问题分析；第五章基于STP
理论和4P 营销组合理论提出具体的营销策略优化建议；最后分别从完善组织结构、重
视人才建设、优化生产管理、强化部门合作和明确激励机制等方面提出具体实施的保障
措施。本论文优化了DB 木业公司的营销策略，并提出了具体实施的保障措施。
论文研究的现实意义是帮助DB 木业公司清楚认识当前的内外部营销环境；了解公
司营销现状，明确其单板产品营销中存在的问题及其成因；为公司单板产品制定基于内
外部环境的未来营销策略优化措施提出了建议并制定具体的营销策略实施保障措施，同
时作者也希望本篇论文能为丰富单板产品市场营销策略的研究添砖加瓦。
关键词：DB 木业；单板产品；营销策略
论文类型：应用研究
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DB 木业公司单板产品营销策略研究
Research on the Veneer Products Marketing Strategy
of DB Wood Company
Abstract
Given the current statistics,China has become the world’s largest consumer of
unprocessed wood,and is also the largest processing and exporter of plywood and LVL
(laminated veneer lumber).As an important material for production and living,plywood and
LVL play an indispensable role in the economy and construction sectors in various parts of the
world.The core materials of the plywood and LVL is the Veneer.
In the past two years,because of the shortage of forest resources,low output of plantation
resources,unreasonable forest age structure and increasing demand,the supply of domestic
unprocessed wood cannot meet the demand.On the other hand,the foreign supply has been
affected by the Covid pandemic,limited movement of personnel,shrinking forest resources,
transport difficulties,coupled with the lack of efficiency in international shipping routes,
container and bulk carrier costs soared.The sharp increase in prices of unprocessed wood made
some importers change import channels and varieties to reduce costs.The manufacturers who
cut veneer with imported unprocessed wood bear the huge cost pressure and they pass it to their
customers,leading to fierce competition in the veneer market.At the same time,with rapid
development of domestic logistics,southern veneers from Guangdong,Guangxi and other
places continue to pour into the existing sales area of the DB wood company.In this situation
DB wood veneer faces great pressure in its marketing,the original marketing strategies has a
lot of drawbacks,hence the urgent need to optimize its marketing strategy to enhance market
competitiveness.
This paper is based on the author’s actual working experience,with the actual situation of
veneer marketing in DB Wood Company.This paper uses literature research,case study,expert
interviews,investigation and other methods of study.Applies the profession Marketing theory
as a theoretical basis.Firstly,by making clear the background,purpose,significance,research
content,ideas and methods,as well as the state of marketing theory at home and abroad.The
second chapter introduces the theoretical basis of related concepts and marketing strategies in
detail.The third chapter analyzes the advantages,disadvantages,as well as the opportunities
and threats of DB Wood Company by SWOT analysis.The fourth chapter analyzes the
marketing status and existing problems of DB Wood Company’s veneer products.The fifth
chapter puts forward the concrete marketing strategy optimization suggestion using the theory
of STP market segmentation and the 4p marketing mix.Finally,from the organizational
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兰州交通大学工商管理硕士(MBA)学位论文
structure,modular management,personnel development departmental cooperation,incentive
systems and other aspects of the implementation of the marketing strategy proposed.
The practical significance of this paper is to help the DB wood Company LTD to know its
internal and external environment,to be aware of its marketing status,as well as its existing
problems,therefore be able to state with clarity the problems in the marketing of veneer
products and why there exist such problems.This paper gives suggestions on future marketing
strategy and optimization of veneer products,given the internal and external environment,as
well as measures to safeguard and ensure implementation of that strategy.At the same time,the
author hopes this paper can contribute to enrich the theory of veneer product marketing strategy.
Key Words：DB Wood；Veneer Product；Marketing Strategy
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