The Research Of ABS’s Home Textile For Expanding Market Strategy In Developed Countries

Production capacity of Chinese textile industry is the first of all in theworld and it has made a significant contribution for the vigorousdevelopment of China’s economy as a traditional labor-intensive industry.But the textile export enterprises are faced with a serious of difficulties andbid challenges at present. Why does enterprise need new global marketingstrategy? Which county is the enterprise’s marketing “profit growth point” infuture? What is the impact of enterprise globalization on the market?Based on ABS International Trading Ltd., as an example, standing inview of global value chain, the writer uses the global market segmentationtheory, combined with the market life cycle and the theory of4Ps and theglobal value chain to analyze problems ABS are facing. First of all, from theABS situation, try to adopt the method of quantitative and qualitative analysisof the related factors affecting the development of home textiles, marketing segment attractiveness assessment for developed countries, and then find outthat ABS urgently needs a new global marketing development strategy.Subsequently, using SWOT analysis method and combining with the globalvalue chain perspective, to the enterprise to carry on the internal and externalproblems existing are analyzed, and then get the conclusion that ABS shouldadopt the diversification of global marketing development strategy. Finally, inview of the “primary market” in the target market segment’s selection,rethinking in the angle of the global value chain, the writer analyzesformation of the global market to the enterprise development strategythoroughly.The purpose of this dissertation is to clear ABS global market strategy inthe developed countries. From the perspective of the global value chain andusing different international division of labor, the writer try to to seek feasibleglobal market development ideas and steps and then to help ABS fulfill itsglobalization in the next10years.