Research On Marketing Strategy Of Xianyang New Textile Industry Enterprises

The textile industry is one of the traditional mainstays in China, which contributed to the Chinese economic development in the past of dozens of years. As the global economy integration and further development of China, the predominance and status of Chinese textile is being weakened and threatened. The foreground comes for Chinese textile after China joins WTO and when the periods of post-quota arrives. The task facing China is how to take advantage of the opportunity, overcome weakness, and continue to keep the world textile giant status. We draw the conclusion of strategy choice of the Xianyang new textile industry by the analysis of market for textile, current situation and the tools of SWOT.This study focuses on the subject of Xianyang textile group co., LTD., analyzes its marketing strategy. First of all, this paper expounds the current international academic theory of marketing strategy, use smile curve and SWOT to analyze the prospect and the environment of Xianyang textile group co., LTD., combined with the group’s current development status.Secondly, combined with the group’s own advantages and disadvantages, and use the STP strategy and marketing mix strategy to discuss group development strategy choice, and put forward the market segmentation and target market positioning is the guarantee of high profit. In addition formulate the specific measures in some aspects such as product, price, channel and promotion.Finally put forward the related Suggestions to guarantee the strategic implementation to the success of the marketing strategy, in ensuring product quality, implementing intelligent production mode, establishing strategic partnership, improving the price mechanism and strengthening the construction of brand to be described separately. The development of the group company in the future is prospected at last.