Research On The Marketing Strategy Of DOHIA Home Textile

In recent years,infected by the decrease growth in economy real estate and the declining demographic dividend,the growth of home textile industry slowed down and some companies suffered heavy losses.Dohia textile is one of the earliest domestic enterprises engaged in the design and manufacture of home textiles.Faced with fierce market competition and changes of the consumption ideas,the company must find their position accurately and develop a differentiated marketing path based on their own characteristics in order to stand out from their competitors.On the basis of the related concepts and theory of marketing,this paper makes recommendations for differentiated marketing through the analysis of the internal and external marketing environment and the combination of the strengths and weaknesses of Dohia.By analyzing the current target marketing strategies of the company,this paper advocates that in the future development,the company should focus on the textile markets in the second and third-tier cities in terms of the region;locks onto the high-income women from 25 to 45 in terms of the purchase group;and feathered in fashion and simplicity in terms of the brand image of Dohia.The company should readjust the marketing-mix strategy on the basis of further clarity of the marketing position,unify the images and highlight the features in the combination and the design of the products.In making price strategies,the company should take both the demand and the competition factors into account and guarantee that the strategies are beneficial to protect the market image of the brand.In order to make the distribution channel adapt to the environment changes,the company should focus efforts on the management of the outline existing channels and actively improve the online channels simultaneously.The company should also innovate their promotion concepts and techniques so as to make the single promotion strategy into an integrated one.The research achievements are expected to play the practical guiding role in the future marketing campaigns of Dohia and have some theoretical reference value for the marketing practice of other textile enterprises in China as well.