Exploration Of Weiqiao Textile Company Limited’s International Marketing Strategy In The European And US Market

With the development of reform and opening up and China’s accession to WTO, China’s textile industry began to participate in the fierce international competition. As one of traditional industries haveing an advantage, enjoying good reputation in the world, China’s textile industry has strong international competitiveness, and occupy a certain share in the world market. At the same time, Chinese textile companies hope to further explore overseas markets, and increasing cross-border marketing requirements become more and more active. So how to adapt to the new environment, how to develop an effective marketing strategy and how to expand living space is the key issue Chinese textile companies confront with.Weiqiao Textile Company Limited, as a private enterprise, is China’s largest textile enterprise and has the world’s advanced technology and equipment, having a strong representation.Weiqiao Textile Company Limited to develop international marketing and how to develop marketing strategies have a good reference to other textile enterprises.In this paper, the idea as follows: The first chapter describes the background, purpose and significance, and discusses the research methods and the use of innovation. The second chapter summarizes the relevant international marketing theory, the study of China’s textile and analyzing tools this paper used. The third chapter introduces the basic situation of Weiqiao Textile Company Limited, analyzes the European and American market demand characteristics of textiles in the European and American market and Weiqiao Textile Company Limited marketing situation in the European and American market. This chapter uses PEST analysis method to discuss in detail the political environment,economic environment, social environment and technological environment facing Weiqiao Textile Company Limited, and points out Weiqiao Textile Company Limited’s marketing strategy problems. The forth chapter analyzes the business conditions and the external environment of Weiqiao Textile Company Limitedand with the method of SWOT.The fifth chapter put forward proposals from product strategy, pricing strategy, channel strategy and marketing strategy marketing strategy and provide some measures to ensure the smooth implementation of the marketing strategy refering to the marketing strategy.