Research On Bedding Marketing Strategy Of B Home Textile Company

With the rapid development of economic globalization and information globalization,today's market has been in an era of information explosion,all industries are facing unprecedented competition,and the level of economic development is in a stable state due to saturation.In the textile industry,the emergence of home textile products has brought a line of vitality and vitality to the industry,but according to the survey data,most of the relevant enterprises are still in a state of loss.Especially in 2017,it was a very competitive year in the textile industry."Made in China 2025" and "13th Five-Year Textile Plan" have pointed out the development direction for the textile industry.However,the downward pressure of the economy is increasing,the export of foreign trade is declining obviously,and all kinds of costs are rising,which brings enormous challenges to the development of textile enterprises.As a textile enterprise founded in the 1960 s,B Home Textile Company has experienced the process from state-owned enterprises to private enterprises.It has witnessed the development of China's textile industry from scratch,from weak to strong,and has a certain advantage in the local industrial clusters.From the beginning of the brand processing to the current self-owned brand,B home textile company is experiencing the process of entrepreneurship to growth,but in the face of drastic changes in the market environment,B home textile company's marketing work has been a lot of problems,the root is the lack of a clear and clear marketing strategy and strategy.Facing the severe external environment and economic situation,how to formulate a clear marketing strategy has become an urgent problem for B home textile company.B Home Textile Company's main product is bedding,and bedding is an important component of home textiles,its market size has always occupied the first place in the home textile industry.In this paper,the marketing strategy of bedding in B Home Textile Company is taken as the research object.Based on the basic and theoretical knowledge of related marketing,starting from the macro and micro environment faced by B Home Textile Company,the existing problems in marketing strategy are put forward by analyzing the current situation of B Home Textile Company.In order to further enhance the marketing strategy of bedding products of B Home Textile Company,through STP analysis,it is suggested that B Home Textile Company should focus on second-and third-tier cities in the target market,middle-income women between 25 and 45 years old as the main purchasing group,and fashion simplicity as the main product.On the basis of market clarity,product strategy highlights the characteristics of market and simplicity;on the aspect of distribution strategy,in addition to improving existing sales channels,we should continue to improve offline channels;on the aspect of price strategy,we need to combine demand,competition and brand image;on the aspect of promotion strategy,we should diversify the promotion methods.In order to ensure the implementation of B home textile company's marketing strategy,we can start from three aspects: personnel security,cost control and information system security.In order to better adapt to market competition and consumers,B Home Textile Company should highlight its own characteristics when selling bedding,and implement differentiated marketing strategies for the target market in order to further enhance the marketing ability of enterprises.Through the study of marketing strategy of bedding in B Home Textile Company,this paper hopes to have a certain guiding role in its marketing activities,and hope to provide reference for other similar home textile companies.