Research On Marketing Strategy Optimization Of A Textile Machinery Company

Since China entry into WTO,With the continuous improvement of market economy,Chinese textile machinery industry has made remarkable progress in recent years and the textile industry became much strong.But,with the influence of the grim global economic development trend,our machinery industry has suffered severe test.Company A,a branch in China invested by a famous foreign textile machinery company,like other textile machinery companies,all facing serious economic situation.From inner,the level of technology,quality and manufacture get more improvement than before,began to share the market.And from outside,other famous foreign textile machinery company all have investment in China,so they can lower the cost and increased their competitiveness,that make the market more competition.So how to go,is the new challenge for company A.This article start from the recent textile machinery industry background of inner and outside.Analyze the business situation and market share of Company A.Then by adopting SWOT theory,made a Matrix Analysis to have depth analysis on the strengths—like human resources,product quality,product technology innovation advantage,weaknesses—like price,design and the information management platform,opportunities—like the policy support from Chinese government,the economic recovery of the Europe and the United States,the rise of the domestic market,the lowerexchange ratio for Euro and threats—the competition from local and abroad,the increase of production costs.Then combine with the theory of Market Segmentation and positioning to make some optimum proposal,which like the product strategy—develop the green energy-saving products,development of new equipment to expand product line,like the price strategy—establish strategic partnership with suppliers and price decision,like the information strategy—establishing CRM system and on line business platform for company A.