Research On International Marketing Strategy Of Chinese Embroidery

Since reform and opening up, China’s national craft industry gets rapid development, has increasingly become an important part of China’s economy, the national technology industry for the development of China’s economic and social cultural landscape brought about major changes. Chinese embroidery is a part of Chinese traditional folk craft, has a long history, beautiful, has a very high artistic value and collection value, deeply the general consumer’s affection, get government support and encouragement. As the trend of economic globalization continuously strengthen, Chinese embroidery industry scale expands unceasingly, in response to the state encourages enterprises to "go out", actively participate in global economic competition, the Chinese embroidery for international marketing is a major strategic deployment.This paper focuses on Chinese embroidery international marketing strategy and research, to fill the gaps industry research. First of all, through the investigation and study, a lot of reading references, to relevant data collecting and organizing system, to the situation of the international marketing of Chinese embroidery have an objective understanding. Then, use the knowledge of the marketing theory to analyze the Chinese embroidery of the international marketing environment. Mainly is to use the SWOT theory model, internal strengths and weaknesses of Chinese embroidery, as well as the external opportunities and threats faced by analysis. To Chinese embroidery in the position in the international market and target have a more clear understanding. On this basis, from product, price, channel, promotion, enterprise management and international marketing risk aversion measures six aspects to develop Chinese embroidery international marketing strategy. Emphasized that the Chinese embroidery industry should continue to deepen reform of enterprise management and use of differentiation product and price strategy to meet the needs of different consumers, to strengthen the construction of brand and channel control, the combination of traditional media and new media promotions, highlight the guiding role of culture. Make Chinese embroidery able to enter the international market in large quantities, participate in international competition, and gain a higher market share and profitability.