The Research Of Yantai BF Company International Marketing Strategy

As the world's largest producers and exporters of textiles, China's textile production accounts for nearly 20% of world. The totally is an absolute advantage, but there are many problems in the Product Structure. to create our export products with low added value, can only do production and processing for foreign clients, can not putting our brand into foreign markets. With economic development, the improvement of living standards, people increase the demand for home textile products,make the textile industry to become a new bright spot. China joined the WTO, Cancellation of quota, also provide more space for textile industry. However, the proportion of the home textile in the total is small, the rapid expansion of industry capacity, RMB appreciation as well as India, Pakistan which is the rising of emerging textile, financial crisis, drop in production for cotton, raw materials and labor cost's rising all presented a great challenge.for our textile enterprises in China. Therefore, adjust the product structure positively, and Greatly increase the share of home textiles, Accelerate home textiles industries become the China textile's growth urgent task.At the beginning of reform, the external environment is single, operating environmental is stablely, the overall capacity is not great, the competition from the same industry is smaller,while With the rapid economic development, many Home textile enterprises get rapid development. As market competition intensifiy, the rapid expansion of production capacity, further development of international, our textile enterprises are facing internal and external environment has undergone a fundamental changes, rationalize the internal and external relations for enterprises, generate the strategy for their own development has become the core competitiveness in enterprises, Imperative to promote sustainable development of enterprises.Adapt to the development of the national economic environment, Yantai BF company experienced from none to all, from stable development to rapid development, in the new situation, faced with many unfavorable factors and to continue the rapid development of increasingly fierce competitive environment, companies must timely adjust the product results, marketing strategy, so that enterprises can continue to develop an invincible position.In this paper, take the Yantai BF of Chinese home textile industry in background, combining the characteristics of home textile products with industry conditions, in-depth company to research, With the company's core management at a deep level of communication, to extensively exchange with the business units and departments, Get rich first-hand information. Through the company's internal and external environment, competitors, marketing environment, marketing strategy, market segmentation and market positioning comprehensively analysis,to SWOT analysis, international marketing, competitive strategy, resource capacity, smile curve theory as a guide for the specific company circumstances, to research the Company's products, marketing mix strategy. Put forward our views and programs for Yantai BF how to develop and conduct marketing mix strategy, the point is combining China home textiles products with industries characteristics, publicize the New marketing idea, take the market as center, take the Demand as the point, the customer's satisfaction as the guide, to make the company gain a competitive superior.