The International Marketing Strategy Of Textile Industry In Shaoxing And Its Impact On The Exportation Efficiency

Textile industry is one of the traditional labor-intensive industries in China, which has the obvious comparative advantage and high dependence on international markets. However, low quality and homogenization-based products, as well as the price war result in disorderly competitions that have become the main problem of the sustained and healthy development of export trade of textile industry in China.In this paper, we select textile industry of Shaoxing, Zhejiang province as the research subject. Based on theories of micro-economics, international trade, industrial organization, management science and other related literature, we set up the evaluation system and theoretical model of export performance. Through exploring impact factors of export strategies as well as the determinants of export performance, we intend to help textile enterprises find out defects in their operation and look for the causes and improve the economic efficiency of enterprises and market forces.Our research in this paper is as follows: firstly, we review the literature of international marketing strategy and export performance and prove that the implement of strategy differentiation can enhance the enterprises' international market forces. Secondly, taking the development of Shaoxing' textile industry and export into consideration, we build a theoretical model of international marketing strategy and export performance. According to the theoretical model, we design questionnaires to collect data and relevant information on textile enterprises in Shaoxing. After questionnaire data is analyzed statistically and structural equation modeling is tested, we analyze various factors which have an impact on international marketing strategy and export performance. Finally, research results are explained and discussed, and suggestions on further improving the performance of Shaoxing textile export are brought forward.Through theoretical analysis and empirical research, we reach the following conclusions. Differentiated marketing strategies have a significant positive effect on the export performance of enterprises. However, sources such as history of the establishment of the enterprise and its exporting business, number of employees, as well as entrepreneurship has little to do with marketing strategy. The model shows there are two paths that the policy and management features affect export performance: one is that they indirectly affect the export performance through the impact on the strategy for international market, and the other is that they directly pose a positive influence on the export performance. Evidence shows that the entrepreneurial spirit has negative impact on export performance, which is in contradiction to the theory. It is discussed separately.