The Study On The Brand Marketing Strategy Of M Home Textile Company

Since 1996, China’s home textile industry has been developing rapidly,which is the sub industry with promising prospect and the fastest growing rate of the textile field. In 2014, there is big pressure and huge shock of home textile industry caused by factors such as the declined economic growth, the slowing real estate, reduced demographic dividend.Hunan M Textile Technology Co.Ltd. was founded in 2005 which is a subsidiary of listing Corporation MJ group. M textile is positioned as the most high-end home textiles brand currently. In China there is no successful precedent of home textile brand. To find a successful brand marketing strategy is very significant for enhancing comprehensive strength of the M textile company and has an important value of reference for textile industry.This thesis starts from the relevant concepts of brand marketing strategy to lead out the connotation of the export brand marketing, and then it uses the PEST analysis method to analyze the M home textile faced by the external environment. M home textile’s development present situation and its advantages and disadvantages in the competitive environment clear about by taking 4p analysis to analyze the internal environment especially main competing goods based on the actual operation situation of M home textile. For consumer is in the important position of brand marketing in the consumer survey, consumers research covers the basic information, family information, shopping channels,products, and preferences of five service module, combined with consumer survey results and M home textile brand personality, brand communication, brand marketing, brand management, detailed analysis of four dimensions, it is concluded that the existing in the process of brand marketing M home textile brand marketing consciousness weak, loss of electricity sales channels, product design bottlenecks, terminal based on some problems. Finally from the perspective of brand marketing, we put forward the improvement strategy and implementation safeguard mechanism.