UBC Undergraduate Research

Marketing strategies for commercializing the small diameter Douglas-fir Yan, Echo Xiaoqian


When considering the resources, we can find that the forestry is the most prominent mutual benefit between Canada and China. Canada, especially B.C., is abundant in wood resources and China is hungry for wood materials. So in this case, we may think of this huge market and find a new way to commercialize our small diameter Douglas-fir. The first part is introducing the background of China’s fast economy growth and booming furnishings market. Then we will reach our target market-urban middle class. After analyzing the consumers’ conditions and tastes, the third part starts the 4P’s analysis. Combining with China’s real situation, this part presents the concrete products, provides detailed information and makes feasible marketing strategies. Then the forth part lays out some pros and cons and the fifth part gives recommendations on how to implement these strategies. Finally, the timetable will be suggested. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”

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