Study On The International Marketing Strategies Of The FRJT Company Towel Products

FRJT takes a lead in the towel industry.In particular,its export volume has remained the highest in the country for many years.However,the complicated and changing situation at home and abroad has made the company face both rare opportunities and a series of challenges.By studying the international marketing strategy of FRJT's towel products,it can not only help FRJT discover the deficiency and problems in international marketing,but also help FRJT further improve its international marketing strategies and the performance of international marketing.Besides,this can also provide reference for our national textile industry to implement effective international marketing activities.Firstly,this paper introduces the relevant theories of international marketing strategy research,textile marketing strategy and textile international marketing strategy research,analyzes the internal environment,industry environment and macro environment faced by the towel products of FRJT Company,and analyzes the advantages,disadvantages,opportunities and threats of carrying out the international marketing of towel products by SWOT method.Secondly,this paper further analyzes the international marketing status of towel products in FRJT Company,and finds that there are many problems,for example,the value-added of products is low,product innovation needs to be improved,the marketing channels are inefficient,the flexibility of price strategy is poor,and the promotion methods are not effective.Thirdly,combining the 4P theory,this paper puts forward the optimization suggestions for the international marketing strategy of towel products in FRJT Company: Improving the core benefits of the towel products,increasing the research and development of new products,and optimizing the product mix;Adopting the direct marketing channel model in the Asian market dominated by Japan;Strengthening the management of distributors in European and American markets;Strengthening incentives for distributors;Refining tiered pricing strategy and trying penetration pricing strategy for low-end products;Adopting prestigious pricing and skimming pricing for high-end products;In the promotion strategy,carrying out sales promotion of European and American agents and directly-operated stores in the Japanese market.Finally,this paper proposes safeguard measures from the four aspects of increasing the talent team construction,improving research and development capabilities,strengthening international marketing control,establishing international market risk identification and management and control systems.