A Research On Chinese Local Soft Drink In Marketing Strategies Based On The Public Relations Perspective

Along with the global textile trade quota system was cancelled, and theChina-EU, Sino-US textile agreement reached, China textile industry maintained agrowth rate of20.69%. According to the developed country management, as the threetextile industry of the world there is one of the textile industry, in China’s per capitaconsumption of home textiles accounted for consumer spending was less than1%.But this also means that China’s textile market has great potential.High-end brand "belongs to the type of group brand MINE" since its inception in2001, twelve years has maintained this rapid growth, from the initial millions of yearsup to now300000000of sales, nearly ten years is to maintain a40%annual growthrate. Because of inflation, the financial crisis and the price of cotton in2012, homefurnishing company first appeared low growth situation. The resulting in this paper tostudy the marketing strategies of home furnishing company.In this paper, stand in the angle of MINE, the textile market segmentation,choose their own target market, based on the MINE high-end market positioning,marketing mix strategy of MINE analysis and comprehensive research, aiming at theproblem of MINE is proposed in this paper, stick to high-end market positioning, andto build the4P marketing combination MINE system; focus on building the core ofthe MINE channel system; increase the promotion budget, through marketing strategyoptimization of integrated marketing communication to enhance the MINE brandawareness and brand value.