DA 纸业有限公司是广东省一家目前年产规模达到 10 吨以上的以生活用纸为主的
造纸企业。本文以 DA 纸业有限公司为研究对象，结合国内外造纸业的发展现状及中国
纸业的未来发展方向进行分析，用企业战略选择的相关理论模型和方法工具，分析了该
企业所面临的市场竞争形势以及外部环境，利用 SWOT 模型分析了公司现行战略下运
营的优势、劣势、机会和威胁。经比较，选择出 DA 纸业未来的发展战略定位及目标，
并以此为基础，着重提出市场策略和企业文化策略来实现这个战略目标。
关键词：营销战略；纸业；生活用纸；纵向一体化Abstract
DA Paper Producing Co. as a new star following the Green idea is facing the slowing
down national macro economy and at the same time all paper producing companies are
undergoing a strategy changing period. The paper producing industry in the whole country is
increasing while the rising speed of national macro economy is slowing down, thinking of
which, DA company should make a decision whether to extend its own brands and channels.
This paper will give out some advice.
DA Paper Producing Co. focus on household paper whose production is more than 10
tons each year. The strategic research of DA Paper Producing Co. combines with the recent
development of the international and domestic paper producing industry and the future
developing orientation, using corporation strategic theory model and methodology. The paper
is trying to analysis the competition situation and external environment of DA Paper
Producing Co., and also it analysis DA’s strengthen, weakness, opportunity and threaten by
using the SWOT model. After that, DA’s future developing strategic position and target will
be point out. As a basic of that, we will also range some marketing strategies and corporation
cultural strategies to fulfil that.
Keywords: Marketing strategy; paper industry; household paper
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