Hengyuanxiang Textile Company Marketing Strategy Research

With the rapid development of Family Textile industry, Heng Yuanxiang Family Textiles Co., Ltd (HFT) has finished its first ten years' dramatic increase. And in recent years its growth has begun to slow down. HFT has realized that the greatest challenge is not come from a competitor but come from the change of market environment and consumer behavior. Therefore, the most emergency problem for HFT is to increase the developing speed, and then become a leader in Family Textiles industry.As a company, HFT has its own characteristics. China's Family Textiles is far different from other countries'. Compared other countries Family Textiles industry, China's market has a much larger demand, but the business model is less mature. And these brands always same to each others, thus make the competency extremely strong. The business model of HFT is virtual operation business, so there is no manufacture and direct sales for HFT.By studying theoretical research on marketing mix and strategy, the thesis has analyzed the status quo of HFT's business environment, the future industry's market trend, and the positioning of HFT itself. At last, the thesis has put forward some ideas for HFT about some the improvement of marketing mix and strategy, such as the take advantage of E-business and TV commercial, the strategic price positioning, etc. Wish those ideas will be helpful for the development of HFT.