Research On Product Marketing Strategy Of A Home Textile Company

Since the reform and opening-up policy, Chinese economy has developed with steady steps. And along with the improvement of people’s living standard, home textile industry has developed rapidly in the recent 10 years. Home textile products has got more feature of standardization, marketization and internationalization. Their development not only contributes to people’s high quality life, but also supports the development of the industry, the steady improvement of people’s living standards and domestic economic development. For the home textile products, from the development positioning, market orientation to the operation management,good products require focusing on market dynamics, marketing theory analysis, and formulating marketing strategy to achieve the company’s expectation. As the market competition of home textile industry getting increasingly fierce, the marketing concept has been more and more well known. And it is also continuously developing.This paper is divided into five chapters including the introduction at the beginning and the conclusion at the end of the paper. Firstly, the author put forward the background, the significance and the main content of the paper. By referring to a large number of documents, the paper summarizes the domestic and foreign research and development trends about the marketing theories and methods, the marketing strategic management, the marketing condition and other marketing theory. Secondly, Aiming at the major market situation and prospects of Company A, The author analyzes the conditions of home textile cloth fabric market. By conducting market surveys, it studies the macro and regional market conditions and the major industrial customers needs. Then the paper analyzes the competitive situation, market status and the status quo of company A’s products by using analysis. At the same time, it makes a detailed analysis of the market competition condition of the company’s main product providing a theoretical basis for the marketing strategy. Finally, on the basis of the key markets, main products, price, place and promotion strategy research, the author drafts effective marketing strategies for company A, so as to complete the company’s sales plan as soon as possible, and to consolidate and enhance the advantage market position of company A in the home textile industry.