| Looking back over the past century,the home textile industry,one of the three major terminals of textiles,has developed rapidly in China,making great contributions to industrial upgrading,employment promotion and infrastructure construction.China’s huge market has unlimited business opportunities,domestic and foreign companies will compete for Chinese home textile market.How to keep the advantage in the brand competition is the most concerned topic of Chinese entrepreneurs.Our country’s textile industry is still in the early stage of brand development,without a leading brand.For now,it’s a recognized marketing truth that channel is king.With the continuous growth of the chain of home textile industry and e-commerce platform in recent years,brand competition will become an inevitable trend of industry development.In order to maintain a dominant position in the competition,L Company must combine its own characteristics to implement differentiated marketing strategy.The author takes L Company as the object of study.Firstly,the paper introduces the company’s marketing strategy and then uses PEST analysis tool to analyze the macro environment and the future of domestic home textile industry.Secondly,through the Chinese textile market Questionnaire survey,we found that L company has the following marketing problems: product style deviates from the market,brand products are low in cost performance,online channels need to be broadened and brand promotion has regional differences.Thirdly,combined with the results of the questionnaire analysis,the poor marketing results are caused by changes of publicity campaign,purchasing channels,purchasing timing and purchasing decision-making factors.Finally,the 4P theory is used to optimize the marketing strategy of L company and hope to have a great prospect.This paper not only provides new ideas and effective suggestions for the future marketing activities of L company but also hopes to help other home textile enterprises for reference. |
PDF Full Text Request