本文是一篇营销毕业论文，本文根据B公司的实际情况，在分析欧洲市场经济和政治环境的基础上，探讨了B公司的欧洲营销战略。研究结论不仅对公司的发展具有现实指导意义，也可为同行家纺企业提供参考。
Chapter 1 Introduction
1.1 Research background and significance
1.1.1 Research background
The development level of textile industry is closely related to the national economicdevelopment level of a country and the progress of social civilization.Clothing designand the national consumption level of textile and clothing are an important symbol tomeasure the development degree of civilization and the modernization process of acountry.Since China's reform and opening up more than 30 years ago,especiallysince China joined the WTO in 2001,the textile industry has developed rapidly.Since2013,the textile and garment industry has been increasingly constrained by resources,energy and environment.Especially since the"subprime crisis"and the"Europeandebt crisis",the external market demand has been weak,and China's export trade hasbeen severely affected.Naturally,the export of textile and garment has been affectedas well.
Since 2020,the COVID-19 epidemic has spread around the world.The textileindustry is facing huge environmental pressure and systemic risks,and the supply anddemand of the industry has suffered unprecedented impact.After the epidemic,theterminal demand of the textile industry is weak,and the shortage of orders isbecoming increasingly severe.The"retreat"encountered by the garment industry isinevitable after the rapid development of the domestic garment industry in the pastdecades.The characteristics of the industry,such as excess capacity,low threshold,low added value,low-end manufacturing and price war,determine that the garmentindustry has come to the time for change,while the epidemic has accelerated andaggravated the industry reform.Following the COVID-19 invasion,most countries,including China,Vietnam and Sri Lanka,have adopted various emergency publichealth measures.Sales volume in the women's lingerie and apparel market decreasedcompared to the same period in 2019.
1.2 Research methods and contents
1.2.1 Research methods
1.Literature research.By reading domestic and foreign literature on the currentsituation,marketing strategies and methods of the textile industry,this paper sortedout and summarized marketing related theories,which laid a theoretical foundationfor the subsequent research.
2.Quantitative Research Methods.Calculate,analyze and understand the company'sfinancial data and sales data in recent one year,as well as the company's operatingstatus.It is mainly used in the analysis of the company's operating performance andmarketing status quo
3.Interview research.By means of interview and investigation,this paper studied Bcompany management system,employment situation,product structure and salesstatus,and the development status of its business,and applied the collected data as themain basis for the latter case study.
Chapter 2 Theory and Literature Review
2.1 The related theory and review
2.1.1 STP theory
Famous STP marketing theory,by Philip Kotler marketing home in on the basis ofsummarizing predecessors'market segmentation theory,it is pointed out in themarketing theory:enterprise in the process of marketing,first of all,a detailed marketsegmentation,and then choose its target market,and then according to the targetmarket positioning and design of their products.
First,market segmentation.The work of market segmentation is carried out to meetthe different needs of consumers,we all know that the difference of demand directlydetermines the difference of products,and the difference of products directly affectsthe difference of production costs and marketing expenses.Therefore,the process ofmarket segmentation is actually a trade-off carefully prepared by enterprises in orderto maximize their interests.In the process of market segmentation,the criteria andmain basis for the division will also vary according to the objective reality ofenterprises,consumers or market environment.For example,consumers'gender,age,occupation,knowledge composition,region and many other factors will affect themarket segmentation.Market segmentation is to determine the target market andservice,this work link is good or bad for enterprises to develop a scientific andreasonable marketing tactics is of great significance.Therefore,the leaders of variousenterprises attach great importance to market segmentation,and concentrate a largenumber of personnel,materials and funds into this work,so as to lay a goodfoundation for the choice of target market.
Secondly,the target market selection.The job of target market selection is toscientifically anticipate the value of different market segments and output capacity,and then select what the so-called target market is.The selection of principles andmain reference criteria is as follows:first,whether there is a comparable market scaleand market development potential,after all,a healthy,stable and sustainabledevelopment of the market is the pursuit of every enterprise;Second,whether it hasinherent strong attraction,the purpose of business operation is to pursue interests,only with a strong attraction can contribute to the profit of the enterprise.
2.2 Brief summary
This chapter combs the tactics cited by Chinese companies to enter the Europeanmarket,so as to obtain the common tactics to enter the market.When entering theoverseas market,we should pay attention to our own product innovation and establishbrand effect according to our own advantages.In the process of marketing,we shouldpay attention to localization marketing and select objectives,marketing channels andpromotion methods with high user acceptance.One belt,one road,China's brandwell-known in the world will be firmly seized by the historical opportunity of"one belt and one road"construction.
Chapter 3 Case Description...........................................12
3.1 The development of Chinese textile industry........................12
3.1.1 The influence of Chinese textile industry in world market.................12
3.1.2 Impact of China's textile industry on the EU......................................12
Chapter 4 Market Analysis..............................23
4.1 European market demand analysis......................................23
4.1.1 The demand of people for underwear....................................23
4.1.2 The market demand of Europe.........................................25
Chapter 5 Internal and external analysis and existing problems of B company........33
5.1 Macro environment analysis of Europe PEST.............................33
5.1.1 Political environment analysis..................................33
5.1.2 The economic environment analysis....................................35
第五章B公司内外部分析和存在问题.............................33
5.1 B公司宏观环境分析..........................................33
5.1.1政策分析............................................33
5.1.2经济分析...................................35
Chapter6 Causes of problems and marketing suggestions of Bcompany
6.1 Reason of Company
6.1.1 Disadvantages of Human Resources
English is widely used in Europe,but French,German and Italian are also commonlyspoken.The European Union is oriented to the international market,with English asthe main language of communication,but there is a lack of comprehensive languagetalents proficient in multiple languages.As a kind of life industrial consumer goods,the professional knowledge of underwear materials is very strong,marketingpersonnel must have the basic scientific and technological knowledge of the industry.If the marketing personnel do not have comprehensive quality,they will not be able toadapt to the specific situation of the European market,unable to accurately positionthe product positioning,unable to grasp the development trend of the market,whichwill cause serious difficulties for the company to enter the European market.
6.1.2 Lack of experience in overseas market
One of the important reasons for product marketing difficulties is that local technicalstandards are not consistent with international technical standards.If the productioncost of underwear materials is too high,coupled with technology that does not meetindustry standards,strict market supervision,local political pattern and economicsituation will affect the marketing work.
Chapter 7 Conclusion and Prospects
7.1 ConclusionChina is the world's largest producer and exporter of textiles.Since China's accessionin 2000,the international trade friction in China has been increasing,and therestrictions on products in the international market have become increasingly serious.International instability,economic sanctions from the West,in the face of these factors,the survival and development pressure of foreign trade companies further increased,we must take corresponding measures to seek survival.
In order to explore the development of the company under the rules of the newsituation,new pattern,seek for the company's future development direction tostrengthen the company's core competitiveness,to build of the impact of theinternational brand,company B based on the analysis of its European marketmarketing environment,in the face of Europe increasingly strong market demand,domestic inflation pressure,raw material prices,labor shortages,the challenge offoreign trade barriers increase,on the theory of marketing,through the analysis of Bcompany,B company Based on the existing advantages and disadvantages as well asthe current opportunities and threats,this paper uses the strategic theory to select thetarget market and position the market by subdividing the market and combining thesituation of B Company,and puts forward a set of marketing group strategies suitablefor the current situation of B Company in a purposive,targeted and exploratory way.
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