自2008年国际金融危机以来,国际经济环境复杂多变,经济增长动力不足,经济复

苏缓慢。目前中国经济增长的不确定性有增无减,市场需求萎缩,贸易保护与摩擦增多,

经济增长也面临着较大的下行压力和极大的挑战。钢铁、水泥、玻璃等工业出现严重的

产能过剩,当前国内消费需求持续低迷,企业转型升级缺乏新的增长引擎,同时承受着

节能减排的压力,我国制造业正处于阵痛期,面临着新的压力和挑战。中国经济面临着

新的困难和挑战,与钢铁、水泥、玻璃等欧亿·体育（中国）有限公司一样,我国造纸工业在经历了十年高速发

展期之后,进入了产业发展的成熟期,也同样面临着结构性产能过剩和阶段性饱和的新

形势。整个欧亿·体育（中国）有限公司投资增速大幅回落,纸张产量和消费量年均增速急剧下降,甚至出现负

增长。特别是由于受到互联网、电子产品和新兴电子媒体的冲击,目前高端文化纸市场

己经饱和。本文以造纸机械制造型企业V公司为研究对象,分析在市场饱和环境下传统

制造业企业所面临的困境和挑战,并运用先进的市场营销和管理思想对销售策略进行研

究,讨论制造业企业在市场饱和环境下如何改变销售策略,拓展新的市场空间,增强市

场竞争力。

关键词:造纸产业;产业生命周期;销售策略;顾客价值;目标成本法

Study on Sales Strategy of V company under the Saturated Market

Environment

Abstract

From the international financial crisis in 2008, the international economic climate is

complicated and changeable. The economy growth is lack of momentum and the economy

recovery is slow. The uncertainty of China's economy growth is still on the rise, the market

demand shrinks and trade protection and friction increases, regional political and economic

instability increases. Currently China is facing with greater downward pressure on economic

growth and challenges.Iron and steel, cement, glass and other industries appear serious over

capacity, the current domestic consumption demand remains in the doldrums, the

transformation and upgrading of enterprises lack of new growth engine, also bear the pressure

of energy saving and emission reduction, China's manufacturing industry is experiencing

growing pains, facing the new pressure and challenge.China's manufacturing industry is still in

the throes, facing new pressures and challenges, the current domestic consumer demand

remains weak, the enterprises have lack of new growth engine for transformation and upgrading

and at the same time under the pressure of energy conservation and emissions reduction.

China's economy faces variety of difficulties and challenges.Like steel, cement and other

industries, China's paper industry has entered stage of mature period after ten years rapid

development China's paper industry is facing with serious structural overcapacity and periodic

surplus situation. The whole industry investment growth fell sharply, the average annual

growth rate of paper production and consumption had sharp decline or even negative growth.

The current high-end graphic paper market is saturated especially due to the huge impact from

internet, electronic products and new electronic media.

The study takes machinery manufacturer V company as the research object, analyze the

difficulties and challenges which the traditional manufacturing enterprises is facing today in a

saturated market environment, the study on the sales strategy is using the advanced marketing

and management method, discussed how can manufacturing enterprise adjust sales strategies in

a saturated market environment to develop a new market space and enhance competitiveness.

Keywards: Paper Industry; Life Cycle; Sales Strategies; Customer Value; Target Costing