Study On XJ Co.,Ltd’s Textile Export Marking Strategy

As an pillar industry,the textile and garment industry plays an important role in our national industry,meanwhile,it is also an industry of international competitive advantage. January1,2005, the global textile trade quotas were canceled, the textile and garment export of China ushered in a rapid,substantial growth in export volume. Domestic textile and apparel industry to rely on existing markets and increase in volume and the lowest comparative advantage, the rapid expansion accounted for a larger international market share.In2008,the developed countries sink into a huge recession due to global financial crisis triggered by the United States sub-loan,which caused Textile consumption decline substantially, directly affects the export of China’s textile enterprises. At the same time the enterprise itself, marketing means backward, product low class, additional cost is not high, the lack of brand, lack of innovation ability of enterprise, Have become a stumbling block to the development of the textile export enterprises. Therefore, how to improve the export competitiveness of textile export enterprises, How to adjust the product structure of textile enterprises and marketing channels, improve brand construction ability and bargain pricing ability, Has become a must face and the real problem that needs a solution urgently.XJ company is a small typical and medium private textile and garment export trade enterprises, Facing the same problems mentioned above, According to XJ company’s marketing present situation, combined with the actual marketing environment, Using the theory of marketing knowledge and tools on the company’s marketing strategy analysis, To find out the problems, and gives the improvement and adjustment scheme. The results of this study not only on the XJ company’s marketing strategy to help, while on the other the same industry enterprises have a certain reference value and practical significance.