Research On Optimization Of Marketing Strategy Of T Cotton Textile Enterprises

Textile industry is a traditional pillar industry in China,an important industry for people's livelihood and an industry that creates new international situation.However,with the progress of science and technology,the increasing maturity of economic globalization,the accelerating speed of technological innovation,and a series of special factors such as the rising price of raw materials,the appreciation of RMB and the rising labor cost,many small and medium-sized cotton textile enterprises are tread on thin ice.Under the complex industry competition environment,how to let the small and medium-sized cotton textile enterprises maintain a good momentum of rise,continue the honor of China's textile giant,is the topic that our country's textile industry should consider.This paper carefully selected T cotton textile enterprise combed 40 cotton yarn as the research object,from this point of view to explore the enterprise's marketing strategy.First of all,this paper USES the PEST and SWOT analysis model,as well as the 4 ps theory,use these methods to the enterprise marketing present situation and the environment comprehensive analysis,and use the 4 ps theory from product,price,sales channels and promotion four aspects to the enterprise development present situation and problems of the comprehensive analysis,by using PEST and SWOT analysis tools,analysis T cotton textile enterprises macro environment,industry environment and internal environment,it is concluded that the enterprise appear not strong in the low value-added products,pricing,sales channel lag,the problem such as promotion of the single,For the next T cotton textile enterprise marketing strategy optimization to provide a basis.Secondly,from the product,sales channels,price and promotion strategy and other aspects of the specific measures of enterprise marketing strategy optimization.In addition to these measures,at the same time put forward to play the role of industry associations,extend thecapital chain,internal marketing,seek brand cooperation and other measures,for the enterprise's marketing strategy put forward more possibilities.Finally,put forward marketing strategies to ensure the implementation of the recommendations,the establishment of enterprise culture advantage,optimize enterprise organization structure,strengthening the construction of enterprise information management,strengthen the marketing team has to do in this paper,requires enterprises in the activity,the system is integrated into the enterprise culture and spiritual power,on the screening and incentive of marketing personnel to establish more reasonable,perfect mechanism,give full play to the key role in the process of marketing personnel in the marketing,so as to enhance small and medium-sized cotton textile enterprise's competitive ability,win the user,occupy the market.