The Study Of Ecoh's Market Development In Kunming

With the improving of the current economic situation, social progress and people's living standard improving, consumers'request of home textile products which is health, environmental protection is also more and more higher. The "ECOH" brand was founded in 2006, which headquartered in Shanghai, is a domestic brand of ecological textile products, sales promotion, and join development. Based on the "ECOH" Kunming franchisee'actual situation, and the basic principles and ideas of economy and management, this paper focusing on "ECOH" Kunming stores'market development situation analysis and research in Kunming market. This paper firstly introduces the background and significance of the study, and through the product life cycle and the marketing strategy is introduced, analysis the life cycle of "ECOH" Kunming stores, and conform that the "ECOH" in Kunming franchisee is in its early stage of the life cycle. Through the current home textile market survey in Kunming, and use the analysis method of SWOT, this paper choose "high price and fast speed" as "ECOH" Kunming store's marketing strategy. And through the market analysis and demonstrates, we can make sure that this strategy has its rationality and feasibility. In the "ECOH" Kunming stores'period of strategic implementation, it mainly involved in the product, price, promotion, channels, inventory management, employee management, etc. Finally, this paper exploits the risks of Kunming market and analyzes the control ways of the risks, and obtains the results in this paper.