Research On Export Marketing Strategy Of S Company’s Viscose Staple Fiber

Viscose staple fiber,or VSF,is an important kind of textile raw material.At present,on the one hand,domestic VSF enterprises have expanded significantly,demand growth has been limited,production capacity has been surplus,and competition has been intensified.On the other hand,the expansion of the global market is not easy,and the cost side is increasingly under pressure.Further increasing exports is very important for domestic VSF enterprises,so it is urgent to find strategies to further exploit the global market.Based on the above background,this paper analyzed the present status and problems of S company’s export marketing strategy from the aspects of market segmentation,market targeting,market positioning,entry mode,products,places,prices and promotions.The export marketing environment was analyzed from the aspects of macro and internal environment and major competitors.Then the company’s strengths and weaknesses were analyzed.Based on the above analysis,an improvement plan for the export marketing strategy of S company was developed.Finally,this paper supplemented the safeguard measures for marketing strategy implementation from the aspects of organizational security,research and development,personnel training and risk management.The results of this study show that S company did not have a clear marketing plan in the past.At present,S company should grasp the trend of environmental protection and health,make full use of its own advantages in research and development,change the unfavorable situation of new product promotion in the past,open up new growth points,fully exploit the Indonesian market,put forward strategies of normal and high-end fibers respectively according to the differences of customers’ needs,adopt competition-oriented pricing program and fully evaluate the actual situation of the market,define the improvement direction to increase control over channels,use a variety of promotion methods and cultivate market for new products.The results of the paper point out S company’s future direction to expand overseas markets and could escort for S company’s future growth in the global market.