Study On The International Marketing Strategy Of The Sunvim Group Home Textile

Our country is a home textiles exporter. But as trade barriers and trade friction have increased, the extensive development of China’s textile export enterprises continue to be restricted. The new international economic situation requires that enterprises must attach importance to marketing, improve marketing ability on the international market and optimize the marketing strategy.Sunvim home has been the biggest textile exporter for many years in china. The development of international marketing and the problems which faced are very representative. Through the analysis of the problems existing in the marketing strategy of export of Sunvim home,we try to find out and optimize the suitable marketing strategy for Sunvim Group’s foreign trade.We hope that we can offer a reference for textile export enterprises like the Sunvim group.Firstly,we introduces the export situation and the international marketing environment of Sunvim textile. We analysis the international marketing environment from three aspects.These are competition structure of the textile industry,domestic export environment and the international market environment, and make an analysis of SWOT combined with the present situation of the group. Then, combining with the Sunvim group home textile’s international marketing practice, we make an analysis of the consumer market, target market selection and product positioning. Furthermore,,we make an analysis of the present situation of Sunvim group home textile marketing from six aspects,these are product strategy, pricing strategy, distribution strategy, promotion strategy, Relationship marketing strategy and network marketing strategy.Besides,we put forward the international marketing strategy.We draw an conclusion from the research that the Sunvim group still exist many problems. For example, the depth of product mix is not enough;the market reaction is not sensitive and customer maintenance system is backward in international marketing. Combined with the research we present that the product life cycle assessment Sunvim group should have a systemetic assessment for all export products at present, and then make different suggestions to different product categories for the strategy of the market marketing combination. But given the current heavy marketing performance of the Sunvim group, status light investigation and research, we put forward that the Sunvim group should set up an independent market research departments.So the Sunvim group can judge the market situation accurately in the target market, and appropriate or make an adjustment of marketing strategy, so as to provide institutional guarantee for the realization of the target of international marketing strategy the construction of independent brands.Based on the analysis of the Sunvim group home textile current international marketing status and the diagnosis of its marketing strategy’s drawback, we put forward the international marketing strategy optimization measures of this group.This is the innovation of this paper.