| South River Co., Ltd. is a foreign trade company which is engaged in the production and sales of denim fabrics. Currently, the international economic situation is not clear and South River Co., Ltd. is facing increasing inventory of conventional products, weak product competitiveness, high cost price, and the fact that production and marketing model is more and more difficult to meet the consumer needs. As a result, South River Co., Ltd., in the course of development, has encountered unprecedented challenges and crises, which causes difficulty of sustainable development."S1" is a cheap, yet stylish denim fabric. Currently, product homogeneity causes increasingly fierce competition, so it's particularly important to take a differentiated marketing strategy to win market share. South River Co., Ltd. tries to enhance its competitiveness in the market through innovative marketing strategy.This paper analyzes the industry environment and marketing situation of "S1" denim fabric and identifies the challenges and opportunities "S1" is facing. Secondly, questionnaire is used to collect valuable information through asking professional questions and fully analyze and grasp the reals needs of customers, which provides first hand material for optimization of marketing strategy of "S1" denim fabric. Finally, by summing up experience, it's hoped that the paper can provide some reference value to production enterprises of denim fabric. |
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