Marketing Strategy Study Of Y Home Textile In European And American Markets

As a pillar industry of the national economy,China’s textile industry has made a significant contribution to the development of China’s economy.With China joined WTO and the world economic integration trend increases,Chinese has become the world’s factory,especially Chinese textile industry has become a beautiful landscape on the international market and occupy the largest market share held in the international market with obvious competitive advantage.But with the disappearance of the demographic dividend and European & American countries economic crisis,especially the European debt crisis hit the European economy,moreover Europe and America trade protection measures against foreign goods become more and more strict,coupled with the Southeast Asi an countries launched a fierce competition in the international market with their own advantages of resources.The China the textile industry has encountered an unknown impact.When facing the crisis,only positive response avai lable,so China’s textile enterprises hope that through cross-border marketing,further development of the international market will be more and more intense.However,how to develop effective international marketing mix strategy to consolidate the advantages,to cope with the changing international market and the increasing demand of customers,are the main problems.Taking the Y home textile company as an example,From the angle of marketing,using PEST,STP and 4P theory to help Y home textile company analysis the external factors and internal factors,of the European & American market,find the most suitable Y home textile company’s marketing strategy and formulate related implementation measures.Aiming to help the company overcome the current problem then successfully enter the E uropean market to improve the quality and the competitiveness of enterprises in the long run.To win a space in the fierce competition in the international market.At the same time,the case of the Y home textile company is typical,which is the epitome of the current situation of Chinese textile enterprises,so I hope this paper can be used as a reference for other similar enterprises.The full text is divided into six parts:The first part: The research background,research significance,research methods and the use of theoretical knowledge including international marketing theory.enter the international market analysis,international market segmentation theory and PEST analysis theory.The second part: mainly elaborates the present situation of Y textile,introduces Y textile company’s products and the company’s organizational structure,through the four aspects of PEST theory analysis the marketing environment of the company,and introduces the marketing problems encountered in Europe finallyThe third part: the application of STP marketing theory,combined with the European and American market economic conditions,the characteristics of consumer groups.Making a final decision based on their view and the potential of the European & American market.The fourth part: On the base of the internal Y textile company and its product characteristics,with the analysis and Research on international market entry mode,help Y textile company to find the most suitable way for their own situation and market entry mode.The fifth part: with the help of STP theory and find the proper product positioning,and to determine the correct way to enter the market,this part will use the classical theory of 4P analysis: product strategy,price strategy and marketing channel strategy and promotion strategy to make the Y textile company marketing strategy.The sixth part: To ensure the success of the strategy,the author proposes some specific measures.