Case Coastal Garment Factory

At present, most of state owned enterprises has get out from difficulties and come to the road of reform and development. In another point of view, enterprises have put their priority from external ownership system reform to internal operation system flexible in operation and not competitive in product, because of the system and related system in operation management lacking of advanced and scientific method. Since the state is changing the policy to the small and medium state- owned enterprises and the day is approaching for China to join WTO, the competition will increasing till to be heated. At that time the internal work will be the key factor or obtaining success and the advanced marketing view and scientific marketing tactics and method are one of the important content of internal work. Binhai Garment Factory is one of typical small and medium enterprise and its growth curve can be the common process of many states owned enterprises by experiencing resplendence and confusion in growth and even crisis in survival. Whatever the enterprise develop, it is easy to see the evidence to follow behind the surface here, we would like to discuss the hiddlen things in growth from the point of marketing by removing other aspects. Through the case of Binhai Garment Factory, we can understand unostentatiously the changing process of marketing view and we can also see the common understanding on the concept of marketing by current state owned enterprises. Through the learning discussion to this case, we can vulgarly understand application of marketing theory in practice and find an ideal solution by utilizing the theory we learned to the confused problem that are existed in enterprises commonly.