Research Of Trendy Textile Industry’s International Marketing Strategy

With the increasingly fast development of the global economy, global trade competition is increasingly fierce. As a traditional Chinese industries, labor-intensive textiles in the international market competition has the obvious comparative advantage of large quantity, low price and low cost, but also exists low technical content, low brand value, weak power to expand international market, which has restricted Chinese textile international trade sustainable and healthy development. From the macro environment, China’s exporting enterprises are faced with increasingly complex world political and economic situation, especially the U.S. subprime mortgage crisis caused full-blown and further global economic crisis, international trade deep protectionism, RMB appreciation, and domestic economic slowdown, raw material and energy prices, labor, environmental and the rising cost of financing, exchange rate impact and so on. Therefore we need to explore and adopt a more active, positive effective marketing strategy to safeguard the interests of enterprises.This article selects the trendy industry’s international textile company marketing strategy as the research object, by the international marketing theory as a foundation, international trade, management, microeconomics, in accordance with the relative knowledge to be used, questioning, analyzing and solving problems, the development and export of trendy textile industry company, establish, maintain and optimize the international marketing strategy, the ways and methods to help similar enterprises for international marketing strategies, and also to provide some reference for development of other similar companies.This paper has six chapters, among which, content of the iii, Ⅳ, and Ⅴ chapter is the core part of the thesis.The first chapter is the introduction, which introduced background and significance of research, the researching situation at home and abroad, and put forward the research ways, research methods and innovation.The second chapter showed the marketing strategy theory, the theory of international marketing strategy and the relative theory, etc.The third chapter with SWOT to trendy industry’s international marketing is analyzed, and pointed out the advantages and disadvantages of textile industry marketing strategy.The fourth chapter respectively from the international market segmentation, target market development and positioning, international market product strategy, international market pricing strategy, international distribution channel strategy, international market promotion strategy and marketing alliance strategy the several aspects, proposed improving and optimizing opinion for trendy industry international marketing strategy.The fifth chapter from ideas, products, management and team construction industry proposed international marketing strategy implementation measures.The sixth chapter is the conclusion, which pointed out the limitations and future research direction.In the new international trade environment, only trendy industrial textile enterprises adjust their international marketing strategy, strengthen international cooperation, participate in international competition in the market, and walk the way to internationalization, can they develop stronger.