摘 要:纺织业是我国重要的经济支柱产业，随着经济的发展，人们生活质量的提高和消费观念的更新，人们对纺织品要求越来越高。由于2008年国际金融危机，让纺织业经受了严重的打击，在经济全球化条件下，中国纺织工业经济难以独善其身，发展面临巨大挑战，出口量及出口额急剧下降。另一方面，纺织企业大多生产的是中低档、薄利润的产品，且同质化问题较为突出。江阴福汇纺织有限公司同样也是这种情况，要想从困境中崛起，走出纺织业不景气的状态，公司必须要做好营销策略的分析，本文从中国纺织业近几年的发展现状出发，分析了江阴福汇纺织公司的销售现状，进而从营销环境、价格、产品、渠道、促销等方面对江阴福汇纺织公司进行分析，找出其优势以及不足，进而完善公司相关的营销策略，推进企业的发展。本文通过对江阴福汇纺织公司进行SWOT分析，运用STP战略，进行市场细分，目标市场选择和市场定位；并探讨其在发展过程中遇到的问题，通过对福汇纺织品客户及顾客的行为进行研究及营销策略分析，总结面临的挑战，提出发展的对策，希望为现有纺织企业提供一些借鉴意义。
关键词：纺织业 营销环境 目标市场 发展对策
ABSTRACT:Textile industry is an important economic pillar industry in our country, with the development of economy, improvement of people's quality of life and to update the concept of consumption, people increasingly high demand for textiles. Since 2008, the international financial crisis, make the textile industry suffered a serious blow, under the conditions of economic globalization, Chinese textile industry economy can not be an exception, development is facing great challenges, export volume and export volume fell sharply. On the other hand, textile enterprises are mostly production is low, thin profit products, and the homogenization of serious questions. Jiangyin Fuhui Textile Co. Ltd. is also such a situation, want to rise out of trouble, out of the textile industry downturn of the state, the company must do a good job marketing strategy analysis, this article from the Chinese current situation of the development of textile industry in recent years, analysed Jiang yin to jiang yin fu hui sales status of textile company, then carries on the analysis from the sink textile company in Jiang yin Fu marketing environment, product, price, channel, promotion and so on, to find out their advantages and deficiencies, and perfect the relevant marketing strategy, promote enterprise development. This article through to the Jiang yin fu hui textile company SWOT analysis, using STP strategy, market segmentation, target market selection and market positioning; and to explore the encountered problems in the development process, through the fu hui textile customers and customer behavior research and marketing strategy analysis, summarized the challenge, proposed the development of countermeasures, hope to provide some reference to the existing textile enterprises.
Keywords：The textile industry；Marketing environment；Target market；Development countermeasures
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