Analysing Of Tiandi Company's Marketing Problems And Countermeasure Studying

Tiandi Company is an old big textile and printing and dyeing company. First of all the author of this paper has deeply analysed cause which Tiandi Company's marketing problem that products sales volume was deeply declining for successive years, according to two aspects of industry environment of company and internal environment. Secondly has conducted segmentation again to market of company's current products, has selected company's target market and has conducted positioning to company's current products and R＆D of new products. Then has raised differential competitive strategy when was aimed at company's target market and major marketing problems and has conducted differential designing around products, service, image of company, brand name. Final has formulated specific strategy which implement differential competitive strategy of company. For example, product strategy, service strategy, brand name and image of company strategy. At the same time, to guarantee differential competitive strategy of company to implement smoothly, author has conducted adjusting to marketing organization structure of company. The goal that the author studied marketing problem and countermeasure of Tiandi company is to raise products sales volume fast and achieve profits to avoid loss for long times. At the same time, the author hopes this paper to provide reference to similar companies.The innovation of this paper is author has conducted studying roundly and deeply to marketing problems of a national big textile enterprise which in an old traditional textile industry in china and hasraised differential competitive strategy according to homogeneity of all textile enterprises. According to realizing, to conduct studying roundly and deeply to marketing problems of a representative national big textile enterprise as same as author's company is hardly existent. So author thinks this paper is second to none and has innovation.