近年来，随着供给侧的不断推进与落实，各行各业产业结构不断调整与优化， 尤其是产能过剩问题，是所有行业不得不面对的问题。造纸行业亦是如此，2019 年我国继续执行积极稳健的财政政策，在国家宏观经济调控的过程中造纸业得到 了稳步的发展，相较于2018年，2019年我国制造业各类型产品增长不一，但总产 量和消费量均得到提升，造纸业产业在发展过程中从总体上来讲相对较为稳定， 但随着我国环保政策和环保要求的不断细化，给造纸业的发展带来了机遇与挑战。 在国家宏观经济调控下，造纸业产能过剩问题日益凸显。在此背景下，部分中小 型造纸企业面临着被淘汰风险，整个造纸行业面临重新洗牌格局。JG纸业作为当 前国内造纸龙头企业之一，具有较强的竞争力与竞争优势，面对多方竞争，JG纸业如 何把握机遇，应对挑战是当前JG纸业亟待解决的关键问题。透过JG纸业的组织市场 营销现状来看，当前JG纸业在营销过程中还存在诸多问题亟待解决，如销售流程问题、 产品营销问题等等，这些问题的存在制约了JG纸业的可持续发展，削弱了JG纸业的 竞争力提升。 鉴于此，本文以JG纸业为研究对象，首先阐述了课题的研究背景、意义、背景、 国内外研究现状等内容，其次针对组织市场概念及相关理论进行综述，为课题研究奠定 理论基础，再者分析了JG纸业工业纸组织市场营销现状，透过现状剖析JG纸业工业 纸组织市场营销所存在的问题，包括业务营销流程问题、产品营销问题、营销渠道问题、 价格营销问题及营销人员问题等，再次，立足于JG纸业工业纸组织市场营销环境，对 JG纸业内外部及行业环境进行深入剖析，进而在此基础上预测了JG纸业工业纸组织市 场需求，最后结合JG纸业实际情况，基于市场细分理论下提出了JG纸业工业纸组织 市场营销战略选择，并从流程改进、产品策略优化、渠道策略优化、价格策略优化及加 强营销队伍的建设等方面提出了JG纸业工业纸产品营销优化策略，为确保策略得以实 施，从营销保障、物流保障、服务保障三个层面提出了组织市场营销优化策略保障措施， 以期为JG纸业工业纸产品营销提供借鉴与参考。 通过JG纸业组织市场营销策略的实施，能够帮助JG纸业扎根于工业纸组织市场， 确定JG纸业工业纸更好的把控市场发展方向，利用现有优势、规避劣势，抓住机遇， 迎接挑战，为实现JG纸业实现可持续发展，稳坐龙头企业奠定基础。 关键词：JG纸业；工业纸；组织市场；营销战略；营销策略 III Abstract Inrecentyears,withthecontinuouspromotionandimplementationofthesupplyside, industrialstructureadjustmentandoptimizationofallwalksoflife,especiallytheproblemof excesscapacity,isaproblemthatallindustrieshavetoface.Papermakingindustryalsoisso, in2019ourcountrycontinuetoimplementactivefiscalpolicy,reliableinthenational macroeconomicregulationandcontrolintheprocessofthedevelopmentofpaperindustry hasbeensteadily,comparedwith2018,2019,ourcountrymanufacturingvarioustypesof productshavedifferentgrowth,improved,buttheproductionandconsumptioninthe developmentprocessofpapermakingindustryingeneralisrelativelystable,butalongwith theenvironmentalpolicyandenvironmentalrequirementsofcontinuouslydetailed,brought opportunitiesandchallengestothedevelopmentofpaperindustry.Underthestate macroeconomiccontrol,thepaperindustryovercapacityproblemisincreasinglyprominent. Inthiscontext,somesmallandmedium-sizedpaperenterprisesarefacingtheriskofbeing eliminated,andthewholepaperindustryisfacingareshufflepattern.JGpaper,asoneofthe leadingdomesticpaper-makingenterprises,hasstrongcompetitivenessandcompetitive advantages.Inthefaceofmulti-partycompetition,howtoseizetheopportunitiesandmeet thechallengesisthekeyproblemtobesolvedurgentlyforJGpaper.Accordingtothecurrent organizationalmarketingsituationofJGpaperindustry,therearestillmanyproblemstobe solved,suchassalesprocessproblemsandproductmarketingproblems,whichseriously restrictthesustainabledevelopmentofJGpaperindustryandweakenthecompetitiveness improvementofJGpaperindustry. Inviewofthis,thisarticletakesJGpaperastheresearchobject,firstelaboratedthe researchbackground,significance,backgroundandresearchstatusathomeandabroad, secondlytoorganizemarketingconceptsandrelatedtheorieswerereviewed,forresearchto laythetheoreticalfoundation,furtheranalyzestheJGpaperindustrialorganizationmarketing presentsituation,thepaperthroughthestatusquoanalysisoftheexistingmarketingJGpaper paperindustrialorganization,includingbusinessmarketingprocessproblems,product marketing,marketingchannels,price,marketingandthemarketingpersonnelissues,etc., onceagain,basedontheJGpapertissuepaperindustrymarketingenvironment,OfJGpaper IV researchesininternalandexternalenvironmentandindustry,andthenonthebasisofforecast theJGpapertissuepaperindustrymarketdemand,finally,incombinationwiththepractical situationofJGpaper,basedonmarketsegmentationtheorythepaperputsforwardtheJG paperindustryorganizationmarketingstrategychoice,andfromaprocessimprovement,the optimizationofproductstrategy,channelstrategy,pricestrategy,optimizetheandstrengthen theconstructionofmarketingteamproposedJGpaperindustrialpaperproductsmarketing optimizationstrategy,inordertoensurethestrategyimplemented,frommarketing,logistics, serviceguaranteethreelevels:theorganizationmarketingoptimizationstrategyguarantee measuresareputforward,InordertoprovidereferenceforJGpaperindustrypaperproduct marketing. Throughtheimplementationofthemarketingstrategy,JGpapergroupscanhelpJG paperpaperrootedinindustrialorganizationmarket,determinetheJGpaperpaperindustry tobettermeetthemarketdevelopmentdirection,useoftheexistingadvantagesandavoid disadvantages,seizetheopportunity,meetthechallenge,fortherealizationoftheJGpaper realizesustainabledevelopment,comfortablyleadingenterpriseslaythefoundation. Keywords：JGpaperindustry；Industrialpaper；Organizingthemarket；Marketing strategy；Themarketingstrategy V 目录 第1章绪论...............................................................................................................................1 1.1研究背景及意义...........................................................................................................1 1.1.1研究背景.............................................................................................................1 1.1.2研究意义.............................................................................................................1 1.2国内外研究现状...........................................................................................................2 1.2.1营销理论的研究.................................................................................................2 1.2.2造纸业组织市场营销的研究.............................................................................4 1.3研究内容及方法...........................................................................................................5 1.3.1研究内容.............................................................................................................5 1.3.2研究方法.............................................................................................................6 1.4可能的创新点...............................................................................................................6 第2章相关理论基础...............................................................................................................7 2.1组织市场营销...............................................................................................................7 2.2理论基础.......................................................................................................................8 2.2.14Ps理论...............................................................................................................8 2.2.2STP理论..............................................................................................................9 2.2.3营销组合理论.....................................................................................................9 2.2.4客户关系理论...................................................................................................10 第3章JG纸业工业纸组织市场营销现状及问题...............................................................12 3.1JG纸业发展概况........................................................................................................12 3.1.1JG纸业简介......................................................................................................12 3.1.2JG纸业产品结构....................................................