||The traditional paper industry is facing many severe issues and daunting challenges in the course of development in Mainland China. Aside from the shortage of production resources, the issue of over reliance on foreign materials poses risks to the stability and sustainability of the industry’s development. Moreover, the paper industry has low technical threshold and is in need of swift integration. Over the recent years, in China, due to the increasingly strict environmental protection laws, tighter enforcement of safety and fire prevention supervision, rising raw material prices and labor cost, and the competition arising from trade protectionism, the paper industry has met greater difficulties in development. Case companies need innovative strategies due to the aforementioned realities and restrictions.|
This study explores and analyzes the market reality and future trend of the Mainland China’s traditional paper industry to understand the business situation and development strategies of a Taiwanese-funded case company. The PEST analysis is conducted to discuss the status quo of the paper industry. The SWOT analysis is conducted to explore the internal strengths and weaknesses as well as external opportunities and threats of the case company. This study collates the analyses and puts forth response strategies, and finally, provides conclusions and suggestions to the case company and future researchers for reference.
The case company in this study, Company Y, is facing the shortage of raw materials. In particular, the Chinese government issued in 2017 the Prohibition of Foreign Garbage Imports: The Reform Plan on Solid Waste Import Management, introducing stricter environmental protection policies that lead to severe shortage of supply. To address the shortage of raw material supplies, Company Y imported recycled pulp as new products, made use of straw to make pulp and paper, as well as adopted high standards in wood pulp paper making.
This study conducts in-depth discussions by case analysis and puts forth the following conclusions. First, the case company proactively utilized its internal resources and successfully adjusted its business strategy. Meanwhile, it endeavored to engage in comprehensive and one-stop service and marketing approaches, offering the packaging design service, as well as adopting innovative printing techniques to generate sales. Nevertheless, in light of the aforementioned tighter government policies on safety, environmental protection, hazardous items and waste introduced in Mainland China, this study suggests that the case company should abide by related environmental protection laws and strive for light pollution production. Additionally, the case company could expand the market sales within Mainland China so as to achieve sustainable operation goals. This study suggests to take a quantitative approach for future studies. Data analysis or further comparison between different paper manufacturers can also be carried out, and longitudinal research of the industry is also recommended such that more comprehensive studies and analyses can be provided to the paper industry.
1. PHILIP KOTLER･KEVIN LANE KELLER，民101，譯者：駱少華，行銷學管理：競爭動態。台北：台灣東華書局。
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