Study On A Garment Trading Company’s Marketing Strategies

With the reforming and opening up, strong economic growth, China has become a veritable big manufacturing country, and became the world’s second largest economy. China is the world’s largest textile producer, consumer and exporter of apparel. The textile industry has become one of China’s traditional pillar industries. Though the Chinese textile export scale has always been enlarging,most of the export merchandises’ unit value is below the world average, China’s textile industry is still in downstream position of the world’s manufacturing value chain. Big while not strong, lacking the core competitiveness of China’s manufacturing industry is what it being generally criticized,lacking the transformation of economic growth mode,be short of independent innovation are the key reasons, and the textile industry is one of the microcosm.In this paper, A garment trading company was regarded as a case, we summarized A garment trading company’s development process and achievements, evaluated A garment trading company’s internal and external trade marketing environment,analyzed the existing problems and difficulties confronted, the advantages and disadvantages of A company under the present economy circumstances,clear the marketing direction at present stage, proposed the implementation of STP,4P and other marketing strategies,and the corresponding implementation and supporting measures.To fulfill the economic transformation under the New Normal of China’s economy status, China’s trading companies should bear in mind some main points as follows: First, it is necessary to change ideas and jump out of the inherent mode of thinking,size up the situation,we must see the challenges as well as the opportunities and try to grasp; Second, analyze your own advantages and disadvantages, making market research, market segmentation, and positioning carefully;Third, to take the marketing supporting measures to enhance the professionalism and sense of service,optimize operational processes and expand the development channel,pay high attention to the quality and efficiency of the work team; Fourth,the foreign trade enterprises in transition have to upgrade step by step based on their own strength,no aggressive nor hesitate to risk, control the risk within the scope which can be controlled, develop the domestic and international market the same time if necessary, to promote sustainable development ability of enterprises.