Section 1 Production Strategy
At present, China's pulp environmental protection tableware industry has not yet formed a real brand. Searching for brand effects may give companies a new path to development.
The brand elements of pulp environmental protection cutlery produced by quality are as follows: safeguard factors: stability of product stiffness and oil-repellent and waterproof performance; product cleanliness and hygiene indicators; production guarantee and delivery period; various service guarantees for sales links. Promotion factors: the cleanliness and aesthetics brought by the product's self; the attractiveness of product modeling; the special quality of the product line extension, such as the quality of the packaging bag, the sealing effect, the quality of the packaging box, the spraying quality, the quality of the coating film, product decoration, etc.; Special quality.
Under the premise of adapting to the market, the formation of the extraordinary capabilities of each element can bring a quality brand, pay attention to the early brand formation, and once the opportunity for high-speed growth industry comes, it will bring about unexpected industrial benefits.
Section 2 Marketing Strategy
Pulp and tableware industry as a new industry, many companies in the market segmentation, target market and market positioning and no clear strategy. Early completion of this strategic choice will help companies to take advantage of the market and create competitive advantages. But at the same time, due to the technical uncertainty and uncertainty of the products in their emerging industries, as well as the uncertainty of market development, it is even more difficult to complete this marketing strategy.
Pulp and environmental protection tableware industry segmentation is most popular with geographic variables: generally divided into China, Japan, South Korea, Europe and the United States, and Taiwan. Due to the huge differences in cultural habits among different regions, according to the applicability of pulp and tableware, it is necessary to focus on the study of different regional market consumers' eating habits, environmental awareness acceptance, consumer income levels, and loyalty.
1. Japan: Awareness of environmental protection is universal, preference is given to pure mash products (without adding wood pulp), cold meals are generally preferred, and bowl dishes are highly prized; consumer income levels are high, quality requirements are demanding; customers are highly loyal, and relationships are formed. The cycle is long but continues to improve.
2. Taiwan: The awareness of environmental protection is more popular, and film products are generally accepted; hot meals are generally preferred, and hi-benefits are popular; consumer income levels are generally; quality requirements are mainly cleanliness and stiffness; customer loyalty is poor; product brand replacement is more casual.
3, South Korea: Environmental awareness is more popular, generally accepted spray products; both hot and cold, hi oily foods like convenience and trays are: high levels of consumer income, high-quality requirements; customers picky, the bad reputation of buyers, changeable.
4, Europe and the United States: Awareness of environmental protection is good, accept pulp tableware and plastic tableware: cold meals are more, like a portable lunch class; consumers have higher income levels, quality requirements are clean, others are less; buyers negotiating conditions are less, the implementation of the terms strict.
5. China: Poor environmental awareness, low acceptance; hot meals, mostly fast food boxes and noodle bowls; low consumer income, low- quality requirements, price; buyer behavior is not standardized, contract terms are enforced difference.
For the pulp and tableware industry, the target market is currently selected more difficult, and most companies do the same. However, from the three perspectives of market development prospects, market structure attractiveness, corporate goals and resources, the Japanese market is suitable for companies with large companies, strong capital strength, good internal management, and superior product quality. Strategy, brand strategy. The European and American markets are suitable for companies with large-scale enterprises and good internal management. The market space is large, and it is easy to form a cost strategy under economies of scale. The Taiwan market is suitable for enterprises with a relatively large coating capacity and has a certain scale, and it is easy to form a product differentiation strategy. The Korean market is suitable for companies with large-scale enterprises, strong development strength, strong spraying ability, and obvious cost advantages, and it is easy to form a cost strategy. The domestic market is suitable for small-scale, low-cost products with good customer relations, flexible business operations, suitable for the formation of cost strategies.
Section 3 Price Strategy
New product pricing strategy. Methods: market-based pricing method and market-based pricing method. The market penetration pricing method sets the initial low price to quickly and deeply enter the market to quickly attract large numbers of buyers and gain a larger market share. Pulp environmental protection tableware industry because of it: the market is more sensitive to the price; production and sales costs decrease with the increase in sales; there are optimistic market opportunities, market share is of great significance; and more suitable for the selection of market penetration pricing method.
Product mix pricing strategy. Enterprises in pulp tableware industry are large in scale, with strong capital strength. Enterprises with good internal management and superior product quality are suitable for forming strategic choices for product differentiation. They also apply to the pricing strategy of product mix. Due to the low value-added products and short product lines of pulp tableware, it does not apply to the pricing of optional products and the pricing of by-products. The pricing method of product lines and product bundle pricing methods are just suitable for the multi-species, multi-varieties and multi-product sales of pulp tableware. Industry specificity.
The geo-pricing strategy is a common choice for multi-market companies in the pulp tableware industry. This is determined by the fact that its markets are distributed in many countries and regions, and that each country and region has great differences in product preferences, quality requirements, purchasing habits, consumer environmental awareness, and income levels.
Rigorous and scientific research methods can ensure the accuracy and quality of research reports. The main research methods used are:/ 1) Census: We conducted interviews or telephone interviews with nearly 100 practitioners in the paper pulp molding environmental protection tableware industry to obtain the best first-hand data. 2) Follow-up research: To ensure real-time understanding of the dynamics of the pulp molding environmental protection tableware industry, we have established a tracking research mechanism in this paper pulp molding environmental protection tableware industry, and each month we have access to the development of the pulp molded environmental protection tableware industry. 3) Government agency data: We have inquired about the industrial and commercial archives of the key enterprises in the paper pulp molding environmental protection tableware industry, the statistics bureau files, the customs import and export data, etc., and gained more authoritative information. 4) SWOT analysis: Using SWOT analysis, Porter Five Forces analysis and other methods, we analyzed the advantages and disadvantages of pulp molding environmental protection tableware industry and the potential threats and development opportunities. 5) Scientific prediction: We use regression analysis, time series analysis, factor analysis, combination analysis and other methods to make a full forecast of the development trend of pulp molded green tableware.
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