Research On The Marketing Strategies Of Turning Export To Domestic Sales For Textile And Garment Enterprises

In the second half of 2008, subprime crisis which was derived from the USA swept across the world rapidly, and it has lead to varying degrees influence on each country's economies. Foreign trade enterprise in China is also suffered from it hardly. Because of the special nature, as external demand shrinking and the global economic deteriorating, export of textile and garment enterprises in China especially in urban coastal provinces is blocked. In order to relieve export pressure and accelerate the transformation and upgrading of trade pattern, many enterprises selected to turn export to domestic sale. However, when they faced with the domestic market, they encountered more difficulties which made textile and garment enterprises in dilemma.Thus, it has practical significance to propose strategies and solutions for textile and garment enterprises to domestic sale.Firstly, related concepts and theories are introduced, for example, evolution of the concept for turning export to domestic sale and basic elements of marketing.Then related concepts and theories of marketing are introduced, for example, STP theory, 4Ps theory, Porter model, SWOT analyse. They have layed the theoretical basis for this paper.Next, status of turning export to domestic sale about textile and garment enterprises are presented; reasons of turning export to domestic sale about textile and garment enterprises are studied, it has drawn large amounts of data from aspect as import and export trends, industry profit level, the domestic effects; and macro environment and micro environment of textile and garment enterprises is also studied by using PEST and Porter model. Based on the status and environment, strengths, weaknesses, opportunities and threats in textile and garment enterprises of turning export to domestic sale is analyzied.Strategies of textile and garment enterprises turning export to domestic sale are provided.Finally, integrating environment of textile and garment enterprises and SWOT strategy, 4Ps theory is selected to provide corresponding marketing strategy from product, price, channel and promotion. A Group is seleted as the case.The internal operation environment is introduced firstly; after that, the problems faced by A Group are anlysed; at last, marketing strategies of turning export to domestic sale for A Group are formulated which are based on the peoposed marketing strategies of chapter five, and we hope that they can have some help to A Group.