Research On Marketing Strategy Optimization Of XJL Textile Company

The 13 th five-year plan proposed by the CPC central committee and the state council indicates the informatization and intelligent development path for textile enterprises,and the made in China 2025 proposed in 2016 also defines new development goals for textile enterprises.As the "big textile province" since ancient times,the textile products of Jiangsu province are not only sold to various provinces and regions in China,but also have certain influence in the international market.This paper takes Jiangsu XJL textile co.,LTD.,a leading enterprise in the textile industry of Jiangsu province,as the research object,summarizes its marketing problems according to its marketing status,and puts forward corresponding marketing strategies.Firstly,according to the actual research needs,this paper analyzes the general situation of Jiangsu XJL textile company from the aspects of company profile,organizational structure and corporate culture,and makes a systematic analysis of the marketing environment of XJL company by using PEST analysis method and SWOT analysis method.Secondly,based on the 4P marketing theory,this paper analyzes the current marketing situation of Jiangsu XJL textile company from the perspectives of product,price,channel and promotion,and summarizes the corresponding marketing strategies.Finally,this paper USES STP theory and 4P marketing theory to select and position the target market of XJL company,and puts forward targeted solutions to the existing problems at the product level,price level,channel level and promotion level.As a traditional industry in China,textile industry is closely related to the daily life of Chinese people.At present,most of China's textile industry does not attach importance to brand building,but focuses more on developing textile products and expanding marketing channels in the actual development process.The main purpose of this paper is to strengthen the brand building of Jiangsu XJL textile company,enhance the brand value and brand effect of its textile products,and then effectively enhance its core market competitiveness.In addition,the core purpose of this paper is to improve the management level of XJL textile company.It is hoped that through relevant research,the managers of XJL textile company can accurately predict and control the textile market and apply the modern management concept to the actual marketing activities of textile enterprises.