Marketing Strategy Research For JYS Textile Group

China is a big trade country in textiles accounting for 20% in the world. Although china has advantage in quantity, the structure is unreasonable. In the future competition, to increase Chinese home-textile market share is very important.Because of history, most of home-textile owner are private companies. In the beginning of reform and open policies, most private factories have developed in high speed. With market fierce competition, the environment of inside and outside becomes radical change. To plan marketing mix is necessary to promote home-textile sustainable development.JYS company is one of the Chinese private textile companies, which has more than 10 years history. Facing the global as well as the domestic competition, the company has to analyze its internal and external business environment to formalize its marketing strategy and the marketing mix.This paper begins with the comprehensive analysis to the company's relevant element, also, gives a systematic theoretical framework. Based on these analysis, the author explains how to segment the textile maker and put the company into right position.As the marketing mix strategy, the author introduce some up-dated ideas like Mckinsey's 4P theory, relationship marketing, 4C strategy, organizational life cycle and producer life cycle theory to carry out the new policies for the company takes into consideration and to be put into practice.The author expects the company could gather its comparative and competitive advantage to achieve the new target when the conclusion of this paper is adopted.