The Research On International Marketing Strategy Of China's Garment Exporting Corporation In Post-WTO Era

China is the largest Clothing producer and exporter in the world, the garment industry occupies an important position in China's national economy. With the Post-WTO Era's coming, which provides China's garment exporting corporation with a significant opportunity, however, it also brings more intense competition. Moreover, facing China's exports increase, the relevant importing countries will certainly turn to Non-tariff Barriers in order to protect its own industry. Therefore, after entering the WTO era, it's significant to have a correct understanding and judging of the problems faced by China's garment exporting corporation, to deeply analyze the status of China's garment export enterprises and the marketing environment after entering the WTO era, On the basis of which, to choose clothing export target markets and study marketing strategy of garment exporters.Firstly, the paper gives an introduction to the developing status of China's garment export industry through the detailed and accurate data, and analyzes the development opportunities and severe challenges faced by China's garment export industry after the accession to the WTO. The accession to WTO will be a good news to garment export industries regardless of the near future or long-term interests. However, we have to clearly recognize that, after the accession to WTO, though the quotas are being phased out, Non-tariff trade barriers will exist for a long time and will play a bigger role. In addition, the formation of regional blocs will also cause clothing exporting business at a disadvantage. Furthermore, the international competitiveness of China's clothing enterprises is not strong, which is mainly manifested by the three forms: 1) low productivity, low technology content, low value-added, still at the low level of competition; 2) Too much focus on export markets, too much risks faced by the exporters; 3) Facing the competition from many other developing countries, At the same time, the suppression from Europe and the United States and other developed countries.In accordance with the problems encountered by China's garment exporting corporation in the international marketing after the accession to the WTO, Chapter three in this article analyzes the macro-environment and micro-environment of the garment exports, and describes economic, political , legal, cultural and technical factors in details at the macro level. and, at the micro level, the influence upon the China's garment exporters from the bargaining power among the garment exporters, suppliers and buyers, and the competition among potential new entrants, the development of the potential alternative products and enterprises of competitions. Then, the author used the theory of SWOT to conduct a comprehensive analysis of the clothing exporters from the four aspects, such as the internal strengths, weaknesses and external opportunities and threats. The author believes, China's garment export enterprises have the following advantages, such as low-cost, the integrity of the supporting industries, good domestic policy environment and abundant human resources, however, there are also some disadvantages in several areas, such as the structure and product innovation, enterprise management systems and the environment, technology, professional human resources and profit. Judging from the external environment, the accession to the WTO and the abolition of the quota, as well as international co-operation have brought great business opportunities for the development of China's garment export enterprises, but, Non-trade barriers and restrictions on anti-dumping measures, the abuse of"Safeguard measures" and the rapid development of the garment industry in developing countries also brought a more rigorous challenge to China's garment export industries.After analyzing the marketing environment the garment exporting corporation, In this paper, the target markets have been broken down and chosen, the target markets of China's garment exporting corporation can be divided into the United States, Japan and the European Union markets, which, meanwhile, are analyzed. Then, in accordance with the current situation of the garment exporting corporation, the author brings up the market position of China's Garment export enterprises, The author believes that China's garment export enterprises should look into the following two aspects to locate: First, low-cost location; Second, technology and product quality location, based on low-end, general-purpose clothing market, making efforts to develop high-end market.Finally, the paper analyzes the marketing mix strategies adopted by garment export enterprises after entering the WTO era, gives the views from five aspects of the product, price, channel, promotion and green marketing:1. Product Strategy: This is an important part of the international marketing strategy. The author believes that China's garment export enterprises should make the following apparel product strategies: The first is to adapt to the development of the situation, to optimize the product mix and improve the product quality; The second is the creation of brand-name clothing, to expand exports and improve efficiency; The third is to the implementation of the strategy of market diversification, extensively participating in the competition, expanding market share; The fourth is the industrial layout adjustment and the implementation of product differentiation strategies; The fifth is to enhance the level of corporate governance and improve the international competitiveness of enterprises.2. Pricing strategies: This is a decisive factor in the marketing management. Apparel exporters should develop a reasonable price, based on the factors that affect the pricing of apparel, and the internal price, to promote the healthy development of enterprises. Specific practices contains: Reasonable pricing, flexible; Sub-file pricing, high quality; strengthening research, pricing scientifically and so on.3. Channel strategy: after analyzing the six"C"factors which affect Channel strategy, such as cost, capital, control, coverage, characteristic, consistency, the author raises a few issues which require garment export enterprises to pay attention to in the choice of channel strategy, mainly including the reduction of the middle link in the sails, in the light of local conditions, adopting the different methods of distribution, choosing the right broker and making full use of network marketing, etc, focusing on the emerging network marketing.4. Promotion strategy: the author believes that, garment exporters should be based on different products and different brands of the host country's environment, to provide consumers with rich and attractive product information, set a good corporate image, in order to increase sales and expand their name-recognition by taking fashion shows, expositions, sports events, cultural exchanges, advertising and other promotional methods.5. Green marketing strategy: being the new features of clothing sales at present, on the basis of the study of green barriers, the author, putting it as a separate part, expounds some specific strategies, including the following aspects: The first is to transform the operational concept to carry out green marketing; The second is to strengthen the environment-related certification, in line with international standards progressively; The third is to reform the traditional industry, extend the range of cleaner production technologies; The fourth is to adjust the apparel export market, implement the strategy of market diversification.This paper puts the relevant international marketing theory into the practice of marketing management of China's garment export enterprises; a number of solutions are given to the problems encountered in its international marketing management, in the hope of being beneficial to the international marketing.