The Marketing Strategy Research Of Domestic Sales Of Commodities Originally Produced For Exports For SL Company

Since the reform and opening-up policy, the foreign trades of China have beendeveloping fast these years, and the volume of foreign trade as well. Flax textileindustry, as the traditional industry of foreign trade, was once glorious in the past,but found itself in a tight corner recent years. Especially after the financial crisis of2008, as a result of the shrinking foreign markets, the hiking prices of raw materials,the rising labor costs, the appreciating RMB, and other unfavorable factors, the bastfiber textile industry which is highly dependent on the foreign trade was in constanttroubles. The majority of these enterprises had to turn export to domestic sales butwith lots of difficulties. Therefore, there is a strong practical significance inresearching on flax enterprises who turn export to domestic sales.This paper takes Harbin SL flax textile company (hereinafter referred to as SLcompany) as the research object, focusing on the marketing strategy of turningexport to domestic sales. Firstly, it introduces the research background andsignificance, sums up the research achievements both in domestic and abroad;secondly, analyzes the marketing environment the SL company is facing, from themacro-environmental aspect, discusses on the politics, law, economy, social cultureand technology in using the method of PEST; from the industry circumstance aspect,expounds the its competitive situation and the restricting factor; from the internalenvironment, studies the causes of turning export to domestic sales. Based on thethree aspects, puts forward the problems existed in the process of turning export todomestic sales of SL company, shortages are mainly in the aspects of concept,product development, marketing, brand building, and studies the company withSWOT; finally, the use of marketing theory, puts forward the marketingcombination strategies for SL company by marketing strategy which are includingfour aspects: product strategy, price strategy, channel strategy and promotionstrategy. In order to make the policy more systematical and operational, this paperalso devises some guarantee measures for the strategy implementation.