1 thought on “What is the main scope of stationery”
Otis
The stationery store, as the name suggests, is definitely a place to operate stationery: student supplies or office stationery. So what is the scope of stationery? Below I will solve the scope of the stationery for everyone, I hope to help you.
The operating scope of stationery This, paper products, paper products, hardware, labor insurance supplies, computer consumables, department stores, clothing, leather goods, electronic communication products, plastic products. The operating characteristics of stationery . The market potential is large and the purchasing power increases. There are about 180 million elementary and middle school students in China, about 3 million college students, about 50 million adult students, and about 34 million leaders of enterprises and institutions. Social development requirements further enhance the quality of cultural and educational qualities of the people, greatly increased education investment, and the stationery industry has a very broad consumer market. [3]
. The diversified and multi -level consumption structure of the arts and style of the text has been formed, and it has developed to high -end products.
. The development of computer network technology, new changes in traditional office and learning methods.
. In terms of commodity circulation, foreign companies have entered the wholesale and retail industry, and have a strong development momentum in e -commerce.
. The government’s procurement has expanded from trial operation to universal behavior. High -value office supplies such as copy machines and fax machines will soon be included in the scope of government procurement. As stationery stores and professional markets are becoming mature, the influence of the wholesale market has gradually decreased. This requires the management level and service connotation of the operator to extend to the high -level, and the brand -based mid -to -high -end products will become the mainstream of consumption. In addition, as people’s environmental awareness increases, the non -toxic and the use of stationery developed by renewable materials will also be. It will become the mainstream of consumption. The operating development trend of stationery The office stationery industry has formed a huge market with an annual consumption of 100 billion yuan. According to the results of the 1995 industrial census, there are more than 3,000 enterprises engaged in stationery production in my country, of which more than 1,000 annual sales of more than 8 million yuan. Most of these manufacturers are concentrated in Jiangsu, Zhejiang, Shanghai and Chaoshan, Guangdong. In 2000, my country’s stationery companies exported more than $ 2.6 billion, and it has been increasing in recent years. Europe, America, Southeast Asia, and the Middle East are all exports of my country.
From the perspective of the domestic market, there are currently about 180 million primary and secondary students in my country, about 3 million college students, about 50 million adult students, about 34 million leaders of enterprises and institutions. There are more large private commercial companies in the large private commercial company. Social development requirements further enhance the quality of cultural and educational quality, the amount of education investment has increased significantly, and the office stationery industry has a very broad consumer market. For a long time, due to the high gross profit margin of the office stationery industry, many manufacturers and investors have caused serious waste of production resources, and the sales channel construction system is weak and incomplete; enterprises and products are different, and the industry channels are chaotic. After my country joined the WTO, the huge office stationery consumer market also attracted the positive intervention of foreign capital. In terms of retail circulation channels, specialized office cultural supplies international retail giants such as Office1 and Office Stamart have taken the lead in grabbing the beach. In terms of production and manufacturing, Ma Peide and Yafu have established their own production bases in China. Therefore, under the pressure of internal and external pressure, industry integration is imminent! The following will explain the marketing of office stationery companies from the five aspects of channels, products, prices, services, and management.
: Channel integration is an important topic that is the most critical and urgent and urgent most needed for office stationery production and distribution companies. The industry distribution channels are narrow and the product transmission speed is slow. The most important thing is that due to the severely caused the gross profit margin of this kind of gradient channel structure, it is not conducive to the large -scale and long -term development of enterprises. Therefore, office stationery companies first solve the problem of channel integration. Channel integration can start with the following strategies:
1. Due to the inevitable failure of the wholesale business, it should gradually weaken the distribution ability of first -level dealers and transform the traditional sales method from top to bottom to flatte. Path structure. That is, through strengthening the market management functions of each branch, gradually support and cultivate the distribution capabilities of dealers in the second- and third -tier markets. Its operational means are:
The market structure originally changed to the “region” as the “region” as one distribution unit; n Individual dealers transform into one to two dealers in each region; the organizational chambers to strengthen regional dealers’ network penetration capabilities, distribution capabilities, and prevent rushing phenomenon;
2. Strengthening the distribution of retail terminals Function. By supporting dealers in the second- and third -tier markets, the distribution of retail terminal image distribution outlets in various regions to eventually achieve the purpose of seizing terminal victory;
Dialogue image store distribution network; establish a image shop operation management system; highlight the counter marketing model;
strengthening terminal paving and display management strength;
. Management model, fine cultivation to maintain the market. Establish a key retail customer management service department to promote cooperation with key retail customers with professional management methods and management policies. Key retail customers include (only hypermarkets, supermarkets): Wal -Mart Carrefour Hao and Duo Madron China Resources Wanjia New A Marty Century Lianhua RT -Martyal Ouanti Shanghai Hua Lian Beijing Hua Lian n 4. Establish direct sales management management management The ministry directly participates in the procurement and bidding projects of governments, enterprises and institutions in various regions of the country, and expands the company’s product distribution network and market possession;
: Product integration
Establish an innovative mechanism for product elimination. The sales volume declines year by year, fades, and the old -fashioned products that are not competitive have been considered to introduce the elimination mechanism. Continue to strengthen competitive fist products and superior products, and further expand market share through these advantageous products. In addition, in the case of consolidating and developing the market share of the existing product, new products should be gradually developed. Classify and combine all products according to sales and profit margins;
The dividing all products according to the function, quality, and price of all products; Sales strategy;
It can consider extending professional office stationery products to teaching literature, student stationery supplies, etc., and give full play to brand promotion products that use their existing market networks and sales channels to promote products Distribution effect.
In the increase in well -known and practical office stationery, teaching literature instruments, student stationery agency brands; strengthen product design innovation capabilities, develop series of student literary products of its own brands;
In the case of its own production conditions, the designed and developed products will be operated in OEM schemes;
: Price integration
Standardized management system. Or, the price is based on the company’s top manager. Such a price system cannot withstand market testing. The formulation of prices should consider the quality level, functional characteristics, production costs, product prices of competitors, market potential, dealer’s price assessment, consumer market research, promotion methods and policies.
1. Price management strategies of similar products; similar products of similar products are flat or slightly low in prices;
Sims of similar products, prices can be based on the brand market differences according to the brand’s market differences Development; the price of similar products, the price should be formulated according to the difference in quality;
. The price management strategy of new products; n The price of the new product must be the result of strict market demonstration;
The price of the price of new products will be determined by the corresponding promotion methods; r will be determined;
In stationery (3) 3. Establish a sound price management system; formulate strict and standardized price formulation management procedures;
Sales department, marketing department, and finance department; members of the second -line management system consisting of branch branches and management departments; members of the management system: composition of dealers and consumers at all levels;
management系统的工作内容有:新产品的价格制定、老产品的调价管理、竞品的价格分析等;rn rn 4、服务整合rn rn 服务是品牌战略、 An extension of market promotion methods. The quality of service quality often determines the sales of corporate products in a certain area and customer relationship. In the same industry, the company should actively promote this measure to actively promote this measure. Excellent service plays a role in the promotion of product sales and deepening the brand.
: Management integration
The domestic office stationery companies have not outstanding internal management. This is because some companies have no strict requirements in the early stage of entrepreneurship, and they have no strict requirements in the introduction and development management of professional high -quality talents. However, with the gradual maturity of the consumer market, the pressure of industry competition has increased, and the living space of enterprises has gradually compressed.
Especially in today’s product homogeneity and marketing homogeneity, enterprises must calm down and start with the comprehensive quality management of internal management personnel to develop, educate, and progress the overall management integration strategy of development, education, and progress.
1. Establish a positive talent management mechanism to introduce high -quality marketing management talents and strategic reserve management talents; recruit management talents with rich marketing experience to the society;
direction of direction Recruitment of major colleges and universities with a certain marketing theoretical knowledge is fresh graduates; corresponding graduates implement a “strategic reserve management” mechanism;
; 2.建立竞争性的岗位管理激励机制; (分级)销量提成; 新客户开发奖; 销售竞赛月活动; 最佳业务员评选活动; 最佳分公司经理评选活动; 杰出贡献奖;r n 3. Establish the quality training management mechanism of middle and senior management personnel and salespersons;
The professor of well -known colleges and universities as guest lecturers, regular or irregular marketing marketing marketing Management course training; head office regularly dispatched staff to conduct professional business knowledge, business skills, business quality, business system, business system, corporate culture, etc., and regularly conduct professional business knowledge assessment; n Through quality education, create and strengthen unique corporate marketing management culture, comprehensively improve the business quality of managers and first -tier business personnel, and lead the enterprise to the track of healthy and standardized development;
4 4 2. Establish a corporate brand image management mechanism; formulate the correct and pragmatic brand positioning strategy;
In healthy and novel brand promotion methods to make market consumption around brand -oriented In the process, the operation of a single brand is the simultaneous development of multi -brand operations;
has settled and increasing the added value of office stationery. And with high -quality after -sales service as the maintenance and extension of corporate brands, while promoting the brand’s market penetration.
The stationery store, as the name suggests, is definitely a place to operate stationery: student supplies or office stationery. So what is the scope of stationery? Below I will solve the scope of the stationery for everyone, I hope to help you.
The operating scope of stationery
This, paper products, paper products, hardware, labor insurance supplies, computer consumables, department stores, clothing, leather goods, electronic communication products, plastic products.
The operating characteristics of stationery
. The market potential is large and the purchasing power increases. There are about 180 million elementary and middle school students in China, about 3 million college students, about 50 million adult students, and about 34 million leaders of enterprises and institutions. Social development requirements further enhance the quality of cultural and educational qualities of the people, greatly increased education investment, and the stationery industry has a very broad consumer market. [3]
. The diversified and multi -level consumption structure of the arts and style of the text has been formed, and it has developed to high -end products.
. The development of computer network technology, new changes in traditional office and learning methods.
. In terms of commodity circulation, foreign companies have entered the wholesale and retail industry, and have a strong development momentum in e -commerce.
. The government’s procurement has expanded from trial operation to universal behavior. High -value office supplies such as copy machines and fax machines will soon be included in the scope of government procurement. As stationery stores and professional markets are becoming mature, the influence of the wholesale market has gradually decreased. This requires the management level and service connotation of the operator to extend to the high -level, and the brand -based mid -to -high -end products will become the mainstream of consumption. In addition, as people’s environmental awareness increases, the non -toxic and the use of stationery developed by renewable materials will also be. It will become the mainstream of consumption.
The operating development trend of stationery
The office stationery industry has formed a huge market with an annual consumption of 100 billion yuan. According to the results of the 1995 industrial census, there are more than 3,000 enterprises engaged in stationery production in my country, of which more than 1,000 annual sales of more than 8 million yuan. Most of these manufacturers are concentrated in Jiangsu, Zhejiang, Shanghai and Chaoshan, Guangdong. In 2000, my country’s stationery companies exported more than $ 2.6 billion, and it has been increasing in recent years. Europe, America, Southeast Asia, and the Middle East are all exports of my country.
From the perspective of the domestic market, there are currently about 180 million primary and secondary students in my country, about 3 million college students, about 50 million adult students, about 34 million leaders of enterprises and institutions. There are more large private commercial companies in the large private commercial company. Social development requirements further enhance the quality of cultural and educational quality, the amount of education investment has increased significantly, and the office stationery industry has a very broad consumer market. For a long time, due to the high gross profit margin of the office stationery industry, many manufacturers and investors have caused serious waste of production resources, and the sales channel construction system is weak and incomplete; enterprises and products are different, and the industry channels are chaotic. After my country joined the WTO, the huge office stationery consumer market also attracted the positive intervention of foreign capital. In terms of retail circulation channels, specialized office cultural supplies international retail giants such as Office1 and Office Stamart have taken the lead in grabbing the beach. In terms of production and manufacturing, Ma Peide and Yafu have established their own production bases in China. Therefore, under the pressure of internal and external pressure, industry integration is imminent! The following will explain the marketing of office stationery companies from the five aspects of channels, products, prices, services, and management.
: Channel integration is an important topic that is the most critical and urgent and urgent most needed for office stationery production and distribution companies. The industry distribution channels are narrow and the product transmission speed is slow. The most important thing is that due to the severely caused the gross profit margin of this kind of gradient channel structure, it is not conducive to the large -scale and long -term development of enterprises. Therefore, office stationery companies first solve the problem of channel integration. Channel integration can start with the following strategies:
1. Due to the inevitable failure of the wholesale business, it should gradually weaken the distribution ability of first -level dealers and transform the traditional sales method from top to bottom to flatte. Path structure. That is, through strengthening the market management functions of each branch, gradually support and cultivate the distribution capabilities of dealers in the second- and third -tier markets. Its operational means are:
The market structure originally changed to the “region” as the “region” as one distribution unit;
n Individual dealers transform into one to two dealers in each region; the organizational chambers to strengthen regional dealers’ network penetration capabilities, distribution capabilities, and prevent rushing phenomenon;
2. Strengthening the distribution of retail terminals Function. By supporting dealers in the second- and third -tier markets, the distribution of retail terminal image distribution outlets in various regions to eventually achieve the purpose of seizing terminal victory;
Dialogue image store distribution network; establish a image shop operation management system; highlight the counter marketing model;
strengthening terminal paving and display management strength;
. Management model, fine cultivation to maintain the market. Establish a key retail customer management service department to promote cooperation with key retail customers with professional management methods and management policies. Key retail customers include (only hypermarkets, supermarkets): Wal -Mart Carrefour Hao and Duo Madron China Resources Wanjia New A Marty Century Lianhua RT -Martyal Ouanti Shanghai Hua Lian Beijing Hua Lian n
4. Establish direct sales management management management The ministry directly participates in the procurement and bidding projects of governments, enterprises and institutions in various regions of the country, and expands the company’s product distribution network and market possession;
: Product integration
Establish an innovative mechanism for product elimination. The sales volume declines year by year, fades, and the old -fashioned products that are not competitive have been considered to introduce the elimination mechanism. Continue to strengthen competitive fist products and superior products, and further expand market share through these advantageous products. In addition, in the case of consolidating and developing the market share of the existing product, new products should be gradually developed. Classify and combine all products according to sales and profit margins;
The dividing all products according to the function, quality, and price of all products; Sales strategy;
It can consider extending professional office stationery products to teaching literature, student stationery supplies, etc., and give full play to brand promotion products that use their existing market networks and sales channels to promote products Distribution effect.
In the increase in well -known and practical office stationery, teaching literature instruments, student stationery agency brands; strengthen product design innovation capabilities, develop series of student literary products of its own brands;
In the case of its own production conditions, the designed and developed products will be operated in OEM schemes;
: Price integration
Standardized management system. Or, the price is based on the company’s top manager. Such a price system cannot withstand market testing. The formulation of prices should consider the quality level, functional characteristics, production costs, product prices of competitors, market potential, dealer’s price assessment, consumer market research, promotion methods and policies.
1. Price management strategies of similar products; similar products of similar products are flat or slightly low in prices;
Sims of similar products, prices can be based on the brand market differences according to the brand’s market differences Development; the price of similar products, the price should be formulated according to the difference in quality;
. The price management strategy of new products; n
The price of the new product must be the result of strict market demonstration;
The price of the price of new products will be determined by the corresponding promotion methods; r will be determined;
In stationery (3) 3. Establish a sound price management system; formulate strict and standardized price formulation management procedures;
Sales department, marketing department, and finance department; members of the second -line management system consisting of branch branches and management departments; members of the management system: composition of dealers and consumers at all levels;
management系统的工作内容有:新产品的价格制定、老产品的调价管理、竞品的价格分析等;rn rn 4、服务整合rn rn 服务是品牌战略、 An extension of market promotion methods. The quality of service quality often determines the sales of corporate products in a certain area and customer relationship. In the same industry, the company should actively promote this measure to actively promote this measure. Excellent service plays a role in the promotion of product sales and deepening the brand.
: Management integration
The domestic office stationery companies have not outstanding internal management. This is because some companies have no strict requirements in the early stage of entrepreneurship, and they have no strict requirements in the introduction and development management of professional high -quality talents. However, with the gradual maturity of the consumer market, the pressure of industry competition has increased, and the living space of enterprises has gradually compressed.
Especially in today’s product homogeneity and marketing homogeneity, enterprises must calm down and start with the comprehensive quality management of internal management personnel to develop, educate, and progress the overall management integration strategy of development, education, and progress.
1. Establish a positive talent management mechanism to introduce high -quality marketing management talents and strategic reserve management talents; recruit management talents with rich marketing experience to the society;
direction of direction Recruitment of major colleges and universities with a certain marketing theoretical knowledge is fresh graduates; corresponding graduates implement a “strategic reserve management” mechanism;
; 2.建立竞争性的岗位管理激励机制; (分级)销量提成; 新客户开发奖; 销售竞赛月活动; 最佳业务员评选活动; 最佳分公司经理评选活动; 杰出贡献奖;r n
3. Establish the quality training management mechanism of middle and senior management personnel and salespersons;
The professor of well -known colleges and universities as guest lecturers, regular or irregular marketing marketing marketing Management course training; head office regularly dispatched staff to conduct professional business knowledge, business skills, business quality, business system, business system, corporate culture, etc., and regularly conduct professional business knowledge assessment;
n
Through quality education, create and strengthen unique corporate marketing management culture, comprehensively improve the business quality of managers and first -tier business personnel, and lead the enterprise to the track of healthy and standardized development;
4 4 2. Establish a corporate brand image management mechanism; formulate the correct and pragmatic brand positioning strategy;
In healthy and novel brand promotion methods to make market consumption around brand -oriented In the process, the operation of a single brand is the simultaneous development of multi -brand operations;
has settled and increasing the added value of office stationery. And with high -quality after -sales service as the maintenance and extension of corporate brands, while promoting the brand’s market penetration.