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论文编号：	12987
作者编号：	2320190668
上传时间：	2021/12/16 16:23:12
中文题目：	SFHJ公司棉花秸秆纸浆营销策略研究
英文题目：	Research on marketing strategy of cotton straw pulp products of SFHJ company
指导老师：	张永强
中文关键字：	SFHJ 公司；纸浆营销；营销策略；增值服务
英文关键字：	SFHJ company；Paper pulp production；Marketing strategy；Value added service
中文摘要：	中国是全球制浆和纸制品消耗大国。生产纸浆所需的原料短缺，国内年消耗 量达到 1.1 亿吨以上，国内纸浆生产能力仅为 3000 万吨/年，缺口部分严重依赖 进口。近年来随着我国“禁废令”、“限塑令”的颁布，造纸行业的原材料——纸 浆缺口日益扩大，预计 2021 年全国纸浆缺口将达到 7000 万吨，纸浆供应的不足 将对各行业的生产产生难以预估的影响。 国家发展改革委在贯彻节约资源和保护环境的国策基础上，努力建设“减量 化、再利用、资源化”的循环型产业体系。特别要求农作物秸秆综合利用率要超 过 86%。随着对循环经济不断的重视，我国目前在环境保护、资源利用方面进行 了巨大的投入。废弃农作物循环利用应运而生。 SFHJ 公司以棉花秸秆作为生产纸浆的原料，避免了粗放的秸秆还田造成的 土壤板结情况，同时利用业界领先技术，在使用少量化学助剂的情况下就能够高 效分离棉花秸秆中的纤维与非纤维，从源头解决秸秆表皮黑液影响纤维品质的问 题，为各大造纸厂提供优质的清洁纸浆，此外，生产过程可带动当地新型农业合 作组织、农技服务组织的发展，产生了良好的经济及社会效益。 本文立足于新疆地区纸浆产品的市场，以 SFHJ 公司生产的清洁纸浆作为出 发点，结合“涉农、环保、循环经济”的发展主题，对纸浆产品的市场环境进行 调查与分析，运用营销学基本理论，从产品、渠道、价格、促销、关系营销、增 值服务等方面提出了符合 SFHJ 公司特色的市场营销策略。特别是在增值服务方 面，能够为客户企业提供仓储服务、 物流服务、副产品（生物质燃烧颗粒）、污 水排放处理服务等内容，极大丰富了 SFHJ 公司的差异化竞争优势。另外对 SFHJ 公司提出了调整组织架构、完善营销渠道建设、优化增值服务内容的要求。列举 了贯彻执行营销策略的保障手段。本文着眼于 SFHJ 公司目前在产品市场营销中 所遇到的难点，立足于对纸浆行业发展预期，希望本文能够对相关企业的运营与 发展起到良好的参考作用。
英文摘要：	China is a big consumer of pulp and paper products in the world. There is a shortage of raw materials for pulp production. The domestic annual consumption reaches more than 110 million tons, and the domestic pulp production capacity is only 30 million tons / year. The gap is heavily dependent on imports. In recent years, with the promulgation of China's "waste prohibition order" and "plastic restriction order", the gap of raw material pulp in the paper industry is expanding day by day. It is expected that the National Pulp gap will reach 70 million tons in 2021. The shortage of pulp supply will have an unpredictable impact on the production of various industries. On the basis of implementing the national policy of saving resources and protecting the environment, the national development and Reform Commission strives to build a circular industrial system of "reduction, reuse and recycling". In particular, the comprehensive utilization rate of crop straw is required to exceed 86%. With the continuous attention to circular economy, China has made great investment in environmental protection and resource utilization. The recycling of waste crops came into being. SFHJ company takes cotton straw as the raw material for pulp production, avoiding the soil hardening caused by extensive straw returning to the field. At the same time, by using the industry-leading technology and using a small amount of chemical additives, SFHJ can efficiently separate the fiber and non fiber in cotton straw, so as to solve the problem that the black liquor of straw epidermis affects the fiber quality from the source, In addition, the production process can drive the development of local new agricultural cooperation organizations and agricultural technology service organizations, resulting in good economic and social benefits. Based on the market of pulp products in Xinjiang, taking the clean pulp produced by SFHJ company as the starting point, combined with the development theme of "agriculture related, environmental protection and circular economy", this paper investigates and analyzes the market environment of pulp products, using the basic theory of marketing, from product, channel, price, promotion, relationship marketing Put forward the marketing strategy in line with the characteristics of SFHJ company in terms of value-added services. Especially in terms of value-added services, it can provide storage services, logistics services, by-products (biomass combustion II Abstract particles), sewage discharge and treatment services for customer enterprises, which greatly enriches the differentiated competitive advantages of SFHJ company. In addition, it puts forward the requirements for SFHJ company to adjust the organizational structure, improve the construction of marketing channels and optimize the content of value-added services. It lists the guarantee means of implementing the marketing strategy. This paper focuses on the difficulties encountered by SFHJ company in product marketing, and based on the development expectation of the pulp industry, I hope this paper can play a good reference role for the operation and development of relevant enterprises.
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