| As a traditional pillar industry,textile industry plays an important role in China’s national economy.The knitting industry is an important part of the textile industry.In recent years,the proportion has gradually increased,and the corresponding demand for knitted fabrics has increased year by year.In the fabric market,the trend of keeping pace with knitting and weaving has formed.WQ Textile Group also built the second phase knitting factory in 2008.With the maturity of the market,the domestic and international market competition is more fierce,coupled with the improvement of people’s living standards and strict requirements for knitted fabrics,the corresponding marketing problems of knitted fabrics products also emerge as the times require.This paper first introduces the basic situation of WQ Textile Group knitted fabric company and knitted fabric,introduces the current marketing situation of the company in detail,and finds out some main problems existing in the marketing process of the company,such as the lack of product quality stability and delivery time,the difficulty of profit promotion,the further widening and innovation of channels,and the single and initiative promotion mode There are some problems such as lack of knowledge.Secondly,this paper analyzes the current macro environment and micro environment of the knitted fabric company by using the market environment analysis method,especially focuses on the analysis of the company’s competitors,and summarizes the company’s advantages,disadvantages,opportunities and threats through SWOT analysis.Then,STP method is used to analyze the marketing situation of the company from three aspects of market segmentation,target market and market positioning,and the target market and market positioning of WQ Textile Group knitted fabric company are determined.At the same time,combined with the actual marketing situation and analysis of the company,4P marketing theory is used to elaborate the product strategy,price strategy,channel strategy and promotion strategy of WQ Textile Group knitted fabric company Strategy four aspects of marketing optimization strategy,such as improving quality,strengthening delivery planning and variety diversification,reducing product production costs,setting a reasonable benchmark price and realizing differentiated pricing,channel widening,innovation and protection,product promotion,skill training and actively participating in social welfare activities.Finally,it puts forward the safeguard measures from the aspects of organization,marketing team,performance appraisal,technology,service system and risk control. |
