At Milliken's Commercial Carpet Products Research, Marketing Strategy In China

This paper studies the basis of modern marketing management theory and products of the carpet manufacturing company - Milliken Carpet China to analyze the marketing strategy and research.First of all, the company faces international and domestic macro-environment analysis and interpretation, pointing out that the current global financial crisis in the background, as well as a brief description of the type of carpet in China the development of industry-wide, summing up all the Chinese enterprises in China, including Milliken companies, the challenges and opportunities, Then analyze the company's commercial carpet products in the Chinese market directly face the strength of forces, and pointed out that the current products, such as the face of market segments can be carried out in the future direction of the adjustment.In this paper, based on the argument above, using more space from the 4P - product mix, pricing strategies, marketing strategy and focus on marketing channels, analysis of commercial carpet Milliken company's marketing strategy in China, and from the perspective of 4R to interpret the United States Milliken's "soft" means of implementation strategies to help their own how to be effective to enhance their competitiveness to add.Overall, the author of this article is the company's marketing strategy as the implementation of one, combined with the daily work of Milliken carpet for the current marketing strategy and an analysis of some of the ideas and suggestions as to the companies or the domestic marketing strategy with the industry learn from and reference.