A Textile Machinery Company Product Marketing Strategy

From the 1990s, the domestic textile machinery enterprises had entered a golden period of development, during this period the competition of textile machinery industry was very fierce. Foreign-funded enterprises had accelerated to enter the domestic market. State-owned enterprises and private enterprises all responded to changing market conditions actively. They made full use of their own characteristics to play to their strengths and seized this opportunity to increasing scientific and technological input, enhancing the management level and improving the organizational structure, and then expanded the scope of their own sales and seized the domestic market quickly. This paper mainly takes A textile machinery company as an example, starting with the analysis to the external and internal environments of the enterprise to point out the company's marketing problems, and the solutions and measures for the problems are provided.Among A textile machinery company's current marketing strategies, the product technical barriers, the channels breadth and performance incentive system for salespersons are the major factors to constrain the development of the company. Therefore, the company's marketing is passive because product R&D strength is not strong, positioning of the target market is not clear, channel expansion can not keep up with changes of the environment, and staff incentive system can not reflect the work performance comprehensively, so it is difficult to achieve business targets.The company should firstly solve the technical barriers to enhance their R&D capabilities and increase product efficiency to adapt to the external environmental factors actively. After conducting market segmentation and determining the target market, the company should clarify the development direction, expand the breadth and depth of the channels, and improve the salary assessment system for salespersons. Among the company's operational management, cultural orientation, human resource management, cost control and scientific and effective decision-making are also the focus to be improved for the company.For textile machinery industry, the domestic systematic research of marketing theory is less yet. Through the studies to the market competition and strategy of textile machinery industry, the current marketing theory of the textile machinery industry is complemented and the obtained conclusion can be used to expand thoughts for further research in marketing. And then, the theoretical basis of the marketing decision is provided for the textile machinery industry and the marketing theory in the application of domestic industries is promoted.