| The development of Chinese textile machinery manufacturing industry has traversed a tortuous course. With the entry into WTO, it is confronted with a fierce competition as well as made great expansion. It needs to readjust the structure to foster strength and circumvent weaknesses. In the foreign trade of textile machinery, there has been a serious adverse balance of international payments, which leaves much space for Chinese textile machinery manufacturers to implement an exporting strategy. The Zhengzhou Textile Machinery Co., Ltd is a large-sized state-owned enterprise in the field of designing, manufacturing and exporting complete set of textile machineries. After the successful restructure, it implements a brilliant strategy to make great progress and obtain achievement in exporting.Based on Porter's five forces framework and SWOT model, the author analyses the resources and competing edge of the company, and places emphasis on the character of forming a complete set of products and brand effect. After analysis of complex outer situations and competitive factors, it point out the problems in product structure and export portion in the exporting business. According to the vision of company, the target and exporting strategy are formulated, which includes internationalized marketing strategy, differentiation strategy and centralized strategy in medium-to-high market, value line optimizing based on shape up strategy, technology innovation strategy, information strategy, cost strategy and brand strategy. Then the author illustrates the detailed policies and plans including marketing policy, price policy, after-sales service policy, management policy, and emphasizes the establishment of a set of incentive mechanism favorable to the use of human resource in team work. From the implement of above strategies, the company strives to reach the target of "being the leader of global textile industry and pride of Chinese manufacturing enterprises in future". |
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