Research On Home Textiles Marketing Strategy Of Shandong Xingguang Art Co., Ltd

Exports have been not only reliable channel of China's export-oriented economic development, but also an important source of export earnings. Because with less investment, fast cost recovery, and high labor-intensive, many developing countries grand textile industry as a key support in the process of strategic layout of industrialization lead to national economic take-off, China is no exception. Under the background that state encourages SMEs to do export business, a large number of factories have joined into export membership.Combined with low-added-value of product technology, competition was occurred with aims to get the market, extremely focused on price, which resulted in low profit margin, so far, to the present less than 5%. In addition to the competition between domestic enterprises, foreign textile industries of other developing countries are also increasingly grown into a significant impact power.Textile industry is influenced by the international environment, being its high dependence of export-oriented, in particular, the economic crisis broken out in 2008, the export situation has plummeted down, more factories became the economic crisis hit as they are at the position of the end of the processing industry chain.How to break out the low level price competition and to make successful products marketing is becoming a major environment background of the thesis.This thesis selects Shandong Xingguang Art Co., Ltd (legal trade name in Trade and Industry Bureau) as a model whose marketing strategy is studied.First, the current marketing concept in the academic circles, development and evolution, marketing theoretical contents and market buying behavior theory has been described, Combined with the company's current marketing situation and outside and internal environments, identify marketing problems that the single product structure and lacking of core competitive advantage are the key impact factor.Secondly, on the research of marketing problem and its internal strengths weakness, select the target market on the study of market segments, proposed marketing objectives, and develop mixed marketing strategies. Especially in products, product innovation and diversification strategy proposed by the company to obtain frequent orders and profits as well as to develop its unique core competitive advantage. In addition, pricing, sales channels and marketing methods, are also worked out to ensure specific measures.At last, in order to ensure the complete implementation of the marketing strategy, the thesis puts forward constructive comments. In the marketing concepts, quality management, trade frictions early warning, marketing team-building, risk control and other aspects of export to be described separately. The shortage of funds for production and flexible use of foreign exchange, the thesis presents two relatively new ideas, opening accounts of off-shore companies and secured loans.