Research On Marketing Strategy Of Y Textile Company

In recent years,affected by the rising price of domestic raw materials,the increase of labor costs,the frequent occurrence of international trade frictions,and the lower labor costs in Southeast Asia and other countries,many export orders have been lost,and the foreign trade situation is terrilbe.The sudden onslaught of COVID-19 has undoubtedly added to the woes,which has brought heavy losses to the world economy and caused the global trade demand to shrink and huge pressure on exports.As China’s export-oriented industry,the textile and garment industry,facing the profound changes in the international environment,tries to explore a development path of "two legs" to walk the road combining domestic and foreign sales,so as to help enterprises alleviate the export pressure.However,with the upgrading of people’s consumption,there are higher requirements for clothing,and the market competition is becoming more and more fierce,which brings challenges to textile and garment enterprises facing transformation and upgrading.How to break through many difficulties and promote the long-term development of enterprises is worthy of in-depth consideration.This paper focuses on the research of Y textile company,using literature research,field research and other methods,analyzes the current marketing situation and strategy of Y textile company from the perspective of 4P,and makes an in-depth analysis of the problems and causes existing in the company’s marketing activities.Using PEST analysis to analyze the macro environment of the company,and SWOT analysis is carried out to analyze the opportunities the company can grasp and the threats it will encounter.The strengths and weaknesses of the company are also identified.With the help of STP analysis tools,market segmentation was used to further clarify market objectives and positioning,and a marketing mix improvement strategy based on the 4Vs was formulated and corresponding safeguards were proposed.The research in this paper has a certain practical guidance significance for Y textile company to reverse the marketing status quo,gradually expand the domestic market and realize the long-term development of the company.This paper provides some ideas for the marketing of similar other textile and garment enterprises in China,with both theoretical and practical reference value.