Jingwei Textile Machinery Blowing-carding Product Marketing Strategy Study

There are 5 categories of textile machines manufactured in China including Spinning Machine, Weaving Machine, Knitting Machine, Chemical Fiber Equipment and After-treatment Equipment. As the key equipment and the first processing procedure in cotton spinning, Blowroom Chute Feed Line has large dements as well as a fierce competition in local market. The differentiation of the supplier of it shows 4-level competitive mode. Jingwei Textile Machinery Co., Ltd is the largest textile manufacturer in China and the only supplier of complete cotton spinning and weaving machine. Now its main product the Blowroom Chute Feed Line remains leading position in domestic market. Based on Philip Cutler's theory of marketing management, the author analyses the inner and outer circumstance of Jingwei Textile Machinery Co., Ltd, recognize the strength, weakness, opportunities and threaten factors through the SWOT model, and set developing strategy of the company. According to Porter's five forces framework, the author analyses the textile industry structure and competing edge of the company, focused on product competition situation to build competition strategy. After fractionizing market and target customer, the products divided to 3 different types to meet the requirement from different level of customers. Compared with foreign competitors, we adopt cost strategy while using differentiation strategy to compete with domestic suppliers. From above mentioned analysis, the marketing strategy of Jingwei Blowroom Chute Feed Line is 4P combined marketing policy including product policy, price policy, place policy and promotion policy. Implement of these policies, we shall reach the targets of: profit, independent intelligent property right, core technology under control and superiority on cost performence.