Research On Marketing Strategy Of H Company

H Company is one of the largest printing and dyeing enterprises in textile industry in the Northeast of China.By years of management and development with great efforts,it has cultivated its 3 product lines of protective functional fabrics,functional leisure fabrics and multi-fiber fine printed fabrics.The products are widely sold to various overseas markets,especially the protective functional fabrics enjoy good quality reputation and considerable market share in European markets.Under the current economic situation,H Company is faced with environmental pressure,rising costs and other factors,resulting in operational difficulties and low product profits.In order to improve operating conditions,it is essential to develop reasonable marketing strategy.Taking the example of H Company,this paper is to analyze its marketing strategy.Firstly it introduces the research background,analyzes significance of this topic.Based on the H Company's domestic and foreign development trend in textile and printing and dyeing industry,the corresponding national policy and domestic and foreign market demand change,it makes use of industry five forces model to analyze H Company's competitors,potential competitors,substitutes and industry market situation,to find out H Company's core competitiveness by comparison.Secondly,according to the resource status and export status of H Company,combining the tangible and intangible resources of H Company,SWOT model is used to analyze the advantages,disadvantages,opportunities and challenges of H Company,to find out the existing problems of H Company's products marketing,consequently to develop its corresponding product marketing strategy.Finally,it is about a series of measures to ensure the effective implementation of marketing strategy.This paper analyzes marketing strategy from four aspects,it contents detailed description on how to ensure product quality,how to develop a reasonable price,how to develop a variety of sales channels and how to maintain clients relations.The main purpose of this study is to provide methods for H Company to develop marketing strategies in the future,and also desire that this study can be beneficial for other textile printing and dyeing enterprises to develop marketing strategy.