| With the rapid development of foreign trade and economic China, textile and garment industry as one of the three major industries China export, also has a play a decisive role in the position in the world textile and garment industry. Evening dress is one of the special clothing apparel industry, evening dress market Chinese just arisen, foreign trade export has great potential, showing a thriving scene.Because our country dress market formed relatively late, the quality of the products is far behind the developed countries, again with all kinds of trade barriers to increase exports and reduce imports premise countries protect their own manufacturing under, become a major obstacle to China’s textile export. With the development of the textile industry, Vietnam, Kampuchea, Indonesia and other Southeast Asian countries of the garment industry is also in the international market and China formed fierce competition. In addition, the textile industry itself is not standardized, potential competitors and competitors of the low price competition, makes the enterprise profits. Therefore, Chinese enterprises must improve the quality of their products with good, the development of brand strategy, causes the enterprise to seize the market better in the international competition. JS company as a member of the foreign trade export in evening dress, in the face of the main export markets in the Middle East market, should seize the opportunity, to master modern marketing theory, and applied to practice, in the fierce competition.This paper uses4P theory to analyze the actuality of JS company international marketing existing in the Middle East market and the existence of the problem, and the use of STP strategy and4P strategy, determine the JS company in the marketing mix strategy of the Middle East market reasonable, provides some guarantee measures and effective implementation of the marketing mix. Firstly, this paper introduces the research background and significance, research ideas and content framework, innovation and shortcomings of this thesis. Secondly, the JS company marketing environment analysis of the Middle East:including analysis of micro marketing environment of international market environment analysis, industry analysis and JS evening dress company. Then, the analysis of JS company’s existing marketing strategy in the Middle East market and problems, introduces the marketing strategy of JS company’s existing markets in the Middle East, and found some problems encountered in the process of marketing. Then through to the Middle East market economy level and target customers income level analysis to determine the JS target market selection and positioning of target market. Finally, this paper from the product, price, channel and promotion, several aspects of the target market marketing strategy optimization, identify new marketing strategy. And from the promotion of international marketing marketing level, strengthen their own strength, to strengthen the risk control of international marketing and so on several aspects to guarantee the effective implementation of marketing strategy. |
