At present, there are about 180 million primary and middle school students in China, about 3 million college students, about 50 million adult students, and about 34 million leaders in enterprises and institutions. In addition, there are still more large local private business companies. Staff, etc. The development of society requires further strengthening the cultural and educational quality of the people, and the amount of investment in education has increased substantially. 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 producers and investors have been causing serious waste of production resources, and the sales channel construction system is weak and imperfect; enterprises and products are uneven, and the industry channels are chaotic. After China's accession to the WTO, the huge office stationery consumer market also attracted the active involvement of foreign capital. In the retail distribution channels, international retail giants such as OFFICE1, OFFICE STAMART and other specialized office stationery products have taken the lead in landing. In terms of manufacturing, Ma Peide and Yafu have established their own production bases in China. Therefore, under the pressure of internal and external, industry integration is imminent! The following will explain the marketing of office stationery enterprises from five aspects: channel, product, price, service and management. One: channel integration Channel integration is an important issue that is the most critical and urgent need for office stationery production and distribution companies to solve immediately. At present, the industry's distribution channels are narrow and the product delivery speed is slow. The most important point is that due to the serious channel structure caused by this ladder channel structure, it is not conducive to large-scale rapid and long-term development of enterprises. Therefore, office stationery companies should first solve the problem of channel integration. Channel integration can start with the following strategies: 1. Because of the inevitable exhaustion of the wholesale business, the distribution capacity of the first-tier dealers should be gradually weakened, and the traditional top-down sales mode should be transformed into a flat channel structure. That is, by strengthening the market management functions of each branch, it gradually supports and fosters dealer distribution capabilities in the second and third-tier markets. Its means of operation are: · The market structure was originally changed from "provincial" to the distribution unit to "region" as a distribution unit; · Change one or two dealers in each province to one or two dealers in each region; · Establishing a chamber of commerce to strengthen the network penetration capability, distribution capacity and prevention of regional dealers; 2. Strengthen retail terminal distribution functions. By supporting dealers in the second and third-tier markets, we will cultivate retail terminal image distribution outlets in various regions to achieve the goal of winning the terminal; · Strengthen retail terminal team management and business quality training; · Establish a professional office stationery image store distribution network; · Establish an image store operation management system; · Highlight the counter marketing model; ·Strengthen the terminal distribution and display management; 3. Highlight the key retail customer management model and intensively cultivate the market. Established a key retail customer management service department to promote cooperation with key retail customers with professional management tools and management policies. Key retail customers (only hypermarkets, supermarkets) Second: product integration Establish a product elimination innovation mechanism. The sales volume is declining year by year, the function is faded, and the products with outdated and uncompetitive products are considered to introduce a 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 existing products, new products should be gradually developed. ·Classify and combine all products by sales volume and profit margin; · All products are divided into high-end and low-end by function, quality and price; · Design corresponding sales strategies based on classification and high-end and low-end features; It is possible to consider extending professional office stationery products to teaching arts and stationery, student stationery, etc., and give full play to the brand distribution product distribution function using its existing market network and sales channels. ·Increase foreign famous and practical office stationery, teaching stationery and student stationery agency brands; ·Strengthen product design innovation ability and develop a series of self-owned brand student stationery products; · Operate the products that have been designed and developed in an OEM program under the constraints of their own production conditions; Third: price integration Many companies' pricing systems do not form a unified and standardized management system. 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4. Establish a direct sales management department of the headquarters, directly participate in procurement bidding projects of governments, enterprises and institutions in various regions of the country, and expand the distribution network and market possession capacity of the company's products;