Diagnosis Of NF Textile Group Marketing Strategy

NF Textile Group is located in a prefecture-level city in southwestern Henan province, a large cotton textile industrial enterprises in the country. The corporation has 300,000 spindles, spinning 7120, loom 1800.It sets an annual output of 50,000 tons of cotton yarn, cotton fabric 70 million meters. Every year the value of the corporation can be 1.2 billion yuan, while sales income can be 1.3 billion. According to the Chinese Textile Industry Association released the "2008 cotton textile industry the main economic indicators ranking", NF Textile Group is located in main business income of the top 30 cotton companies, profits and taxes per capita cotton textile enterprises in the country top 50. However, Since the international financial crisis, world economic slowdown, decreased external demand, including cotton textiles blocked Chinese textile exports since the second half of 2008, China's textile exports had fallen sharply. while domestic cotton market is facing a serious excess capacity, product demand relatively high level, intense competition among enterprises and other issues. Can be said that the Chinese cotton textile industry to stand on watershed development in the industry, so that NF Textile Group is facing an unprecedented situation of severe competition, NF Textile Group relying solely on past success in this competition and gain a firm foothold has been becoming unrealistic.In this case, NF Textile Group is facing a new marketing strategy choice. First, corporate marketing strategies and tactics for customer needs with a high degree of matching should be through enterprise and efficient marketing activities continue to meet customer needs; Second,With the adjustment of product strategy, optimizing product positioning, product portfolio strategy, brand strategy, NF Textile Group can solve the product marketable and brand promotion issues; Third, NF Textile Group should be through strict price regulation, pricing clear business objectives, product pricing to resolve implementation issues; Forth, the new marketing strategy choice is based on the company in product development, the different requirements of different periods, to targeted promotion measures; Fifth, issues should be implemented gradually flattening marketing channels to achieve channel innovation. Sixth, Measures should be taken to come to a new corporate marketing organization.According to this line of thinking, through the use of diagnosis-related marketing theory, the author tries to find businesses in question and put forward meet the business development strategy and business objectives of marketing optimization. Optimization through marketing programs have been designed to solve the enterprises in the marketing strategy, marketing organization, The paper hopes to put forward some suggestions to the marketing strategies of Chinese Cotton textile Industries.