Differentiated Marketing Strategy Researches On Texsky-Brand Textile Production

With more than thirty years of rapid development, Chinese textile industry has been on the upswing. Now it already entered the market mature stage of the competition. There are more and more market segments appeared in Chinese textile industry. Nowadays the increasingly serious homogeneity of textile products and fierce market competition gradually lead to the falling of textile industry profits, while at the same time, people’s consumption demand, consumption idea and consumption patterns for textile products are changing. More and more consumers want to buy the textile products which can reflect consumers their own unique personality and traits, and also have the special meaning. Therefore, the consumptions of textile products take the transition from general consuming to individual consuming. A new era of personalized textile consuming has dawned. In this background, more textile enterprises are driven to pay more attention to focus on the differentiated marketing strategy.As a consequence, the new brand--TEXSKY has been founded by the condition that demands of personalized textile products are highly enhanced. This thesis takes TEXSKY textile brand for an example and analyzes its differentiated marketing strategies within the framework of marketing analysis. Firstly, after the analyzing TEXSKY’s current operation and marketing environment by using PEST、Michael Porter’s Five Forces and SWOT models, TEXSKY realized it must build the differentiation of marketing. Secondly, based on the STP Theory the thesis continues to analyze the market segment, and then selects the target segment. Thirdly, on the basis of market positioning strategy, it establishes a specific plan of differential marketing mix strategy for TEXSKY textile brand from the four following aspects:1) product differentiation strategy,2) channel differentiation strategy,3) service differentiation strategy,4) personnel differentiation strategy. In order to guarantee the differentiation strategy be carried out effectively, it further proposes a series of safeguard measures for the marketing strategy implementation in Chapter Six. The supplementary methods are suggested in four aspects:organization, human resource, incentives, and fund guarantee.