Exploration Of Weiqiao Textile Company Limited's International Marketing Strategy In The Southeast Asia Market

This paper mainly studies the marketing strategy of Weiqiao Textile Co.,Ltd.in Southeast Asia.Based on the existing literature research,unsolved problems are raised.By analyzing the marketing environment in Southeast Asia and the marketing situation of enterprises in the Southeast Asian market,the marketing strategy recommendations and safeguard measures are proposed for the problems existing in the enterprise.This paper analyzes the problems commonly faced by Chinese textile enterprises in the international marketing process,and proposes and guarantees measures.Finally,through the analysis of common problems,it provides certain inspiration for Chinese textile enterprises.This paper first analyzes the overall situation of China's textile industry,clarifies the purpose and significance of the research,elaborates the key points and difficulties in the research process,and determines the research ideas and technical circuit diagrams.This paper analyzes and summarizes the current academic research status of domestic and foreign scholars in the marketing strategy of textile enterprises in Southeast Asia,analyzes and summarizes the existing literature,and understands that the research on marketing strategies of Chinese textile enterprises in Southeast Asia is still lacking,and raises the problems that need to be solved.Studying the macro environment of Southeast Asia from four aspects: politics,economy,culture and technology,and analyze the marketing status of Chinese textiles in Southeast Asia.Then comprehensively expound the enterprise profile of Weiqiao Textile Co.,Ltd.,use SWOT analysis method,and extract the SWOT analysis matrix model.Using STP analysis to lay the foundation for Weiqiao Textile's more accurate positioning in the Southeast Asian market,and develop targeted marketing strategies.Based on the 6P marketing theory,we designed the enterprise research outline of Weiqiao Textile Co.,Ltd.,investigated the relevant personnel of the company,integrated the analysis and research results,combined with Weiqiao Textile's annual report,related literature and official website data to analyze the existence of marketing strategies in the Southeast Asian market.Questions,specific recommendations and safeguards.At the end of the article,we will make a brief analysis of the general status quo of international marketing of Chinese textile enterprises based on this research,and summarize the enlightenment to Chinese textile enterprises.I hope that the research in this paper can make up for the shortcomings of marketing strategy research in Southeast Asia,and it will be used for reference to the internationalization of Chinese textile enterprises.