Differentiated Marketing Strategy Researches On AM Sewing Threads

Since the end of last century to the beginning of this century, the textile industry as the pioneer of the marketization leading China’s manufacturing industry to the global market, and under the "new normal" of China’s economy, the textile industry has begun to present three main features:One is the growth speed slower; Second is the development pressure higher; Three is the time pressure for changing. AM is such a company in China which invested and owned by a German based AM group, it is for China and global market to provide all kinds of high quality sewing threads and embroidery threads. Now AM is developing the Chinese market. In order to gain the profit and avoid the risk in the"new normal"market we make this research. With integrating theory and practice, using PEST and SWOT analysis method, through the company’s external and internal environment analysis, we define that company’s advantages and disadvantages, opportunities and threats, further through the Boston matrix analysis of the company’s product position, we get the company’s product strategy, price strategy, service strategy of integrated marketing strategy, and put forward in terms of product, service, pricing of specific measures. Base on the research we can realize the company’s resources, capabilities, and the market opportunities and challenges, which lead AM company in the market more competitiveness, clear target of marketing strategy and the development direction of the future, as well as for sewing thread industry bring certain help and reference to the others.