The Study On International Marketing Strategy Of Small And Medium Home Textile Enterprises In Nantong

Home textile is also called decorative textiles,which constitutes the whole textile industry together with clothing and industrial textiles.Since the reform and opening up,China's home textile industry has developed rapidly and has become the largest home textile producer and seller in the world.And a number of industrial clusters,such as Nantong Jiangsu,Shaoxing Zhejiang,Haining Zhejiang,and Shengze Jiangsu,have been appeared.But in recent years,we are also facing many unfavorable factors,such as: the unsteady exchange rate,the increasing cost of our labor costs&raw material,the depression of European & US economy.In this process,a large number of enterprises are eliminated in the competition.Most of them are small and medium sized enterprises with relatively weak market competitiveness.How to seize the opportunity,face the challenge and find a way out in the competition under the new market conditions is a major issue of all the small and medium home textile enterprises in Nantong.Compared with the mature large enterprises,they generally have a low starting point,weak R & D ability,poor competitiveness and poor ability of risk control.But if we can make full use of our strengths and avoid the shortages,we will find our place in the huge market by using proper international marketing strategy.This paper takes Nantong small and medium home textile enterprises as the research object.Firstly it introduces the research background,research significance and research methods,and briefly describes the internationalmarketingtheory.SecondlyitsummarizesthechallengesandopportunitiesNantong small and medium enterprises are facing now by analysis of macro and micro environment.Finally,based on 4P theory,the detailed marketing strategy is put forward for small and medium home textile enterprises in Nantong.At last,this paper makes a summary and points out the shortcomings.