摘要：纸业是起源于我国的一种古老行业，也是我国四大发明之一，丹阳市纸业更是有比较长的历史。近年来由于政府政策的支持，丹阳造纸业发展迅速，已经有很多人回到家乡从事于纸产品的生产与研发当中，如此好的机会实在是不能错过。但由于纸产品同质化程度越来越高，丹阳市长丰造纸厂要在激烈的市场竞争中取得竞争优势，就必须制定适合自身发展的市场营销策略。
本文主要是利用营销理论中的SWOT分析法和五力模型法，概况指出丹阳市长丰造纸厂营销的现状和产品竞争力，分析丹阳市长丰造纸厂面临的机遇和劣势。通过对纸业市场竞争状况的分析，进一步分析强化纸制品目前的市场营销环境。通过对丹阳市长丰造纸公司产品营销现状的分析，提出了产品成本高、品牌知名度低、客户满意度低、销售渠道单一等问题，然后利用4P营销理论法，进一步提出了改善产品组织结构、拓展营销渠道、开展推广活动等一系列策略来解决现在所面临的问题。
关键字 长丰造纸厂；产品；营销策略
Abstract：Paper industry is an old industry originated in China. Paper is one of China's four great inventions. Danyang has a long history of producing paper. In recent years, due to the government's policy support, Danyang paper has been developing quickly, and many people have gone back home in paper products. It is a good opportunity for most people who major in paper industry. Because of the more paper product homogeneity, it is necessary to develop marketing strategies for their own development if DanyangChangfeng factory wants a competitive advantage in the fierce market competition.
This paper mainly uses the marketing theory of 4P theory, points out that the present situation of Danyang Changfeng paper factory, its marketing, and product competitiveness of DanyangChangfeng paper factory, and analyzes DanyangChangfeng paper factory opportunities and weaknesses. Through the analysis of the status of the marketing industry, further strengthen the analysis of paper products marketing environment. Through the analysis of the paper market competition situation, further analysis to strengthen the paper products current marketing environment. Through the analysis of Changfeng paper product marketing status in Danyang City, we find its high production costs, low brand awareness, low customer satisfaction, single sales channel, and improve the product structure, expand marketing channels, to carry out promotional activities strategy.
Keywords Changfeng paper factory products marketing strategy
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