Study On JXG Foreign Trade Corporation's Marketing Policy

JXG foreign trade corporation has undergone many difficulties one after another just like transformation of state-owned enterprises, personnel exchanges, the elimination of quotas, RMB appreciation and the international financial crisis etc. At present, the company stepped into a low ebb. We just can't afford not to develop or just develop slowly. JXG foreign trade corporation could become the province's textile and apparel foreign trade industry leader once again only by drawing up and executing unique personalized marketing strategy which would be customer-oriented and would meet the market needs.This paper gives a profound analysis of JXG foreign trade corporation's marketing situation, internal and external marketing environment, the company strengths, weaknesses, opportunities and threats. And proposes combined with the company's actual situation that the company should develop steadily in the short-term, develop rapidly in the mid-term and realize the leap-forward development goals in the long-term. It also makes the corporation's marketing focuses on different periods of time clear, suggests executing many marketing measures like the implementation of backward intergration, brand promotion and marketing mix measures etc and executing many marketing securities like the corporation talents recruitment and training, employee incentives, enterprise informationization and corporate culture etc. This paper also shows some referential significance on the reformed state-owned foreign trade company's development ideas.