Demian Group's International Marketing Strategy Research

As a competitive and market accessible industry in international market, Chinese textile industry is among the first ones experiencing globalization after China's entry into WTO. Chinese textile industry will in the highest flight in international market as long as it can gasp the opportunity and reduce possible risk caused by market access.This paper makes a research on Demian's international textile market strategy in order to put forward an applicable strategy for entering international market and approaches of strategy implement for Chinese textile industry which is under increasing pressure.While analysing the interior and exterior environment, this paper put emphasis on the effect caused by China's entry into WTO and on advantage and disadvantage of Demian Group. In this paper, customer-oriented strategy is raised according to the analysis on textile consuming culture; competitive strategy of lowest cost and differencization is advised on the analysis of advantage ,risks, application of three basic competitive strategy ; functional strategy of international market for Demian Group is proposed as well, to take homeland as a business center while carrying out transnational business ; set up branches and agencies in developed countries to enchant export and make direct investment in developing countries thus products made there can be sold local to reduce cost and avoid trade barrier via the marketing competition and functional strategy of overseas investment to realize competitive strategy.Conclusion: Demian Group should adopt the competition strategic of low cost , differencezation.