Marketing Strategy Research Of MJ Textile Company

In recent years,consumers’ requirements for daily necessities have increased,especially for personal clothing and home textile bedding products,which are no longer blindly pursuing low prices,but more concerned about quality,especially for middle and high-end consumers,who are more concerned about service and spiritual enjoyment.The home textile industry has entered a new era of competition.Hunan MJ Co.,Ltd.was founded in 1956,focusing on high-quality bedding.At present,the company still has problems in product planning,pricing and channel in marketing.It is urgent to build a new omni-channel marketing strategy based on future market development needs to improve the market competitiveness and market sales share of the company ’s products and improve the company’s business performance.This paper takes MJ Company as the object and studies its marketing strategy by applying marketing related theories.Firstly,the current marketing situation of MJ home textile company is analyzed,and the problems in its marketing strategy are analyzed through interviews and questionnaires,and it is found that MJ company has problems such as unreasonable product planning,inappropriate implementation of explicit price,imperfect channel construction,and lack of innovation in promotion methods in marketing;secondly,PEST,Porter’s five forces model and SWOT matrix are used to derive the macro environment,market opportunities and threats,and the company’s own advantages and disadvantages in the current market competition.Then,using the STP theory,we determined the target market selection and market segmentation strategy,and clarified the accurate positioning of MJ’s products in the market competition;then,using the 4P marketing theory,we gave the company’s 4P marketing strategy:from accelerating product renewal,meeting personalized demand,encouraging R&D innovation,and using big data to adjust online products.We optimize the company’s product strategy in four aspects,such as accelerating product renewal,meeting personalized needs,encouraging R&D innovation,and adjusting online products using big data;optimizing the company’s price strategy in four aspects,such as low pricing for new products,differential pricing,psychological pricing,precise pricing,online and offline unified pricing,and distributor pricing;optimizing the company’s channel strategy in four aspects,such as expanding overseas channels,upgrading traditional channels,strengthening supply chain partnerships,and building brand private domain membership marketing;and optimizing the company’s marketing strategy in four aspects,such as developing network Finally,to promote the implementation of the company’s optimized marketing strategy,this paper gives the corresponding guarantee measures from four aspects,such as personnel,information technology,system and resources.