The Research On Business Development Tactic Of D Company's Frequency Converter In Chinese Textile Industry

China is the largest producer of textile products and the biggest consumer and importer for textile machinery all over the world. Total fiber production in China accounts for one third of world fiber production. There are many types of textile machinery. Traditional textile machinery is energy-hungry and needs a lot of operators with high workload. With development of times and technologies, automation of textile machinery is always being improved to reduce labor and energy consumption and improve production efficiency and quality. More and more frequency converters are needed as textile machinery's automation is being improved. Chinese textile machinery has become a big market for many frequency converter suppliers at home and abroad, which are increasing more investment into Chinese textile machinery industry in expectation of more market shares.This research thesis is based on Drive Department of D company. Business development tactic of D company's frequency converter in Chinese textile industry is researched. Firstly, the current situation of frequency converter industry and the background of D company are introduced. The opportunities and existing problems D company encounters while frequency converter is developing in a fast way are pointed out. Theories of organizational marketing and objective marketing are analyzed. External environment of D company is analyzed by using PEST analysis and Five Forces Model and is D company's external factors are evaluated by EFE matrix. D company's internal factors are analyzed such as product and market, sales and R&D capabilities and so on. IFE matrix is used to evaluate D company's internal environment. According to STP marketing theory, two-stage approach for segmentation is used to make macro-segmentation and micro-segmentation for D company's frequency converter in textile industry. The textile industry is divided into twelve micro-segments. The attractiveness of these twelve micro-segments is calculated as per three categories including nine criteria. The first target market and the second target market for D company's frequency converter are chosen and two micro-segments are given up according to attractiveness. D company will undertake marketing activities in the first target market and the second target market via differentiated marketing. Positioning in textile industry for D company's frequency converter is put forwarded considering D company itself and its products. At the end of this thesis, short-term, medium-term and long-term business development tactics for D company's frequency converter in textile industry are proposed according to D company's internal and external environments and market situation in textile industry.This thesis is important for business development and sales continuous increase of D company's frequency converter in textile industry. Meanwhile this thesis is also meaningful for other companies.