The Study Of A Company's Export Marketing Strategy

As the policy of reform and development in China has been performed to over 30 years, the textile industry has developed rapidly and once become the national industry since its significant contribution to China's economy development. At the post-crises era with the present situation of low speed recovery and trade protectionism in developed countries, however, this industry is facing an unprecedented challenge. In addition to the competition between domestic enterprises extremely focused on price, foreign textile industry especially from the Southeast Asia countries are also triggered the market occurring war.As a small inflight textile enterprises, using the marketing model of single market, being hit by downturn of global aviation tourism, A Cooperation is facing the urgently problems of whether to adopt the new strategy of market diversification and how to measure the export marketing strategy.Firstly, through analysis the external marketing environment, the author points out the necessity of choice developed countries as target market and product diversification strategy. By doing SWOT analysis, the author proposed aiming at the feature of current personalized demand and the opportunity of government encouraging export by cross-border shopping channel, A Cooperation should using the small enterprises advantage of flexibility to cultivate its own brand. On basis of using ways of combining STP marketing theories and simulation test by Crystal Ball software, the author segmented the market as major market and non-major market. Finally, according to 4Ps, gives A Cooperation export marketing strategy.The thesis is not only to provide support and help in measuring A Cooperation's export marketing strategy, but also to other small enterprises for reference and get same support.