The Textiles International Marketing Strategy Of Ningbo Saijia Company

Abstract:China is the largest country of producer and exporter of clothing textiles in the world, textile and apparel export trade plays a decisive role in China’s exports. However, China’s textile export enterprises achieved outstanding results at the same time, there are also a lot of issues, such as international trade to adapt to the environment is not high, low technical content of textiles, textile research and development, international marketing ability is relatively weak, and so on, these problems seriously restricting the pace of China’s textile export enterprises into the international textile market first column.Ningbo Saijia company established in2006, a private small textile and apparel foreign trade enterprises, with the abolition of textile quotas in2008by the subprime mortgage crisis triggered by the global financial crisis, the environment inside and outside the country is changing, the company’s results of operations With fluctuations, the enterprises are facing a crisis of survival. In this context, this paper, the theory of international marketing research development and international marketing strategies. The first analyzes the history and current status of the development of China’s textile and apparel foreign trade, China’s textile and international competitiveness, and the prospects for the development of China’s textile international market, and the international marketing environment analysis, combined with the company’s marketing status quo Saijia company SWOT analysis, analysis of the company’s internal strengths, weaknesses and external opportunities that exist, threats, the use of STP strategic theory through market segmentation, market analysis sub-sub-feature selection target market and market positioning of the different competitors. Finally, we use the theory of international marketing, focusing on the4P marketing mix theory, research to the Turkish market as an example for the Saijia company series of international marketing strategy combination. Main competitive strategy including product quality, differentiated pricing strategy, channel flat Strategy, diversified marketing strategy. Hope that this study can provide some reference and help Saijia of survival and development of the company’s future, and for the majority of marketing theory researchers provide some theoretical studies reference.