Research On The Problems And Countermeasures Of Marketing Strategy Of A Textile Company

2016 is the opportunities and challenges exist together for textile industry."Mad e in China 2025" sounded the horn into "intelligent manufacturing" for manufacturin g industry."Internet Plus"," 13 th Five-Year Plan " have identified development mai n line for the textile industry with the integration of information technology develop ment of digital,information,intelligent;Industry downward pressure continues to in crease,exports fell significantly,raw materials,washing,labor costs rise,all of whic h brings a lot of challenges and pressures to the development of textile enterprises.T extile enterprises continue to mature in the innovation and upgrading,in the tradition and change,and make progress while ensuring stability.A Textile Co.Ltd is the leading enterprise in the Gaoyang textile industry,which has been engaged in the textile industry for more than 20 years.Occupy a certain advantage in local industrial clusters,At present,mainly engaged in domestic three towel products.At present,there exist some problems in the current marketing strategy of A textile company,the reason is the lack of a clear marketing strategy.Face 2016 severe external environment and economic situation,A textile company to seek breakthroughs in innovation,development and put forward the "original design,quality leap,model root,brand landing,five strategic construction services team,and has obtained some experience and achievements in 2016.The author from the macro and micro perspective of the A textile company analysis,with the changing consumer demand as the starting point,the paper summarizes the marketing strategy of A textile company.Combined with the content of SWOT matrix,the author makes a clear analysis of the market positioning of A textile company,and takes positioning as the basic starting point,and puts forward some suggestions for countermeasurest of marketing strategy.From the point of view of marketing strategy,the frist,A textile company To adjust the product mix,adjust the product for their own development;secondly,flexible pricing diversification;third,in addition to channel maintenance,actively expand domestic channels terminals to build a powerful network of channels;fourth,combine promotion and the brand to strengthen the attention paid to the market of the enterprise.In this paper,through literature research,quantitative analysis,comparative analysis on the topic for research and summary,the author through to the company visits,staff interviews to obtain first-hand information,from the company magazine,How Net,such as the Internet network to collect a large number of second-hand data,put forward the suggestions to optimize the expectations can help A company better a new level,to improve the marketing ability and competitive strength.I hope the above advice for optimization can help improve A Company's level of management to a new level,and improve the marketing ability and competitive strength.At the same time,as reference for textile enterprises similar to A Company,the thesis has double value in theory and practice.