Research On Marketing Strategy Of Picanol Textile Machinery Products In China

With China's accession to the WTO,many international textile machinery enterprises directly invest in the establishment of factories in China,Picanol Textile Machinery Company is one of them.From 2013 to 2017,the growth rate of business income of textile machinery industry in China was 11.7%,20.3%,1.6%,44.2%and 23.9%,respectively.The growth of business income in the latter period was mainly due to the development of textile machinery brought about by the rising labor cost in China.According to the statistics and forecast of China Academy of Engineering's"Strategic Research on Technological Innovation and Development of China's Textile Industry(2016-2030)",China's textile demand is still growing and textile machinery products continue to converge.How to achieve marketing is a problem that textile machinery enterprises have to face.Firstly,establishes the basic idea of improving the product sales of Bijiale Textile Machinery Company by taking 4P marketing theory and relationship marketing theory as the core,and on the basis of STP marketing theory,launching textile machinery product sales according to different markets.Then,the article combines quantitative and qualitative analysis,reveals some data of marketing status and existing problems of Picanol Textile Machinery Company through quantitative analysis,and analyzes the phenomena reflected behind the data through qualitative analysis,finds out the problems existing in the product marketing of Picanol Textile Machinery Company,and analyses the causes of the problems.The article considers that Picanol Textile Machinery Co.There are the following problems in company marketing:market positioning neglects the strategic position of textile machinery in coastal areas;product level is insufficient product breadth,and lack of brand effect;pricing level is limited pricing methods and incomplete consideration;channel level is weak channel expansion,and channel is not comprehensive enough;promotion level is the form of promotion and actual disjointed,the effect is not complete.As expected.Secondly,the article carries out environmental analysis,and considers that products,technology and services are the level that Picanol Textile Machinery Company needs to pay attention to.At the same time,changing the focus of marketing,and taking customers as the core of product marketing will achieve better results.Finally,based on the environmental analysis,the paper puts forward the market positioning around the geographical,customer preferences and interest levels.The product level should focus on new product development and strengthen brand building.The pricing level should fully control equipment costs and adjust the pricing mechanism.The channel level should increase channel expansion and coverage.The promotion level should carry out network promotion and optimize the present situation.In order to improve the marketing system of Picanol Textile Machinery Company,we should properly handle the relationship with customers,suppliers and competitors at the relationship level.