Research On Marketing Strategy Of Ancient Wu Xiuhuang Company

Suzhou embroidery is a large and diversified market. With the deepening of economic globalization, different cultures of the world vary widely but blend with each other. China has impact on the world, and the world also affects China. After joining the WTO, Chinese Suzhou embroidery industry faces challenges and opportunities. But as trade barriers and trade friction have increased, the extensive developments of Suzhou embroidery enterprises continue to be restricted. Economic globalization and marketing competition depend on marketing strategy. The new international economic situation requires enterprises attach great importance to marketing. Marketing is an organizational function, but also a series process of manage interests of stakeholders and the creation, dissemination, transferring of customer values. Facing the severe domestic and international competition, and the test of life and death, more and more embroidery companies realize that making the national brand, through the implementation of brand marketing strategy to further expand the brand in the domestic as well as international, to maintain the momentum of sustainable development, is very important to the developing enterprise.We draw an conclusion from the research that the company still exist many problems. For example,the depth of product mix is not enough;the market reaction is not sensitive and customer maintenance system is backward in international marketing.The paper makes detailed analysis and discussion by taking macro-environmental and micro-environmental analysis model.After analyses the development trend, it propose long-term marketing strategy. Identify the external opportunities, weaknesses and threats by using SWOT theory. Finally, formulate the company’s market strategy and programs by using 4P marketing mixes theory, thus increasingly market shares and achieving the ultimate purpose of making profits and enhancing competitiveness. The content of this article have some reference value of development of the domestic arts industry, brand strategy implementation. We hope that we can offer a reference for textile export enterprises like Suzhou embroidery company.