【作者】 赵军；

【导师】 陈建波； 季晓燕；

【作者基本信息】 东南大学 ， 工商管理（专业学位）， 2018， 硕士

【摘要】 家用纺织品又叫装饰用纺织品,与服装用纺织品、产业用纺织品共同构成纺织业的三分天下。改革开放以来,中国的家用纺织品产业飞速发展,已发展成为全球最大的家用纺织品生产国和销售国。并形成了几个像江苏南通,浙江绍兴,浙江海宁,江苏盛泽等一批初具规模的产业集群区。但是近年来,在家纺产业高速发展的同时,我们也正在面临诸多不利因素的考验,如:人民币对美元的汇率大幅波动,劳动力成本比较优势的减弱,原材料价格的不段上涨,还有以欧美为首的市场发达国家的经济不景气等。在这过程中一大批企业在竞争中被淘汰。其中大部分是市场竞争力比较弱小的中小企业。如何在新的市场条件下,抓住机遇,迎接挑战,在竞争中找到出路是当前几千家南通中小家纺企业的重大课题。相对于成熟的大型企业,中小企业普遍起点比较底,研发能力弱,竞争力不强,抗风险能力差。但是如果能结合实际情况,充分利用自身的优势,扬长避短,从国际市场营销的战略高度出发,应用合理的市场营销策略,也能在庞大的市场中找到一席之地。本论文的研究对象是南通中小家纺企业,首先介绍的本论文的研究背景,意义和方法,并概括性的阐述国际营销的理论,然后通过对主体研究目标的宏观和微观环境分析,来总结出的南通中小家纺企业所面临的主要问题和潜在机遇。最后以营销理论中的4P理论为基础,为南通中小家纺企业提出详细的市场营销策略。最后是对本文的总结和指出不足之处。更多还原

【Abstract】 Home textile is also called decorative textiles,which constitutes the whole textile industry together with clothing and industrial textiles.Since the reform and opening up,China’s home textile industry has developed rapidly and has become the largest home textile producer and seller in the world.And a number of industrial clusters,such as Nantong Jiangsu,Shaoxing Zhejiang,Haining Zhejiang,and Shengze Jiangsu,have been appeared.But in recent years,we are also facing many unfavorable factors,such as: the unsteady exchange rate,the increasing cost of our labor costs&raw material,the depression of European & US economy.In this process,a large number of enterprises are eliminated in the competition.Most of them are small and medium sized enterprises with relatively weak market competitiveness.How to seize the opportunity,face the challenge and find a way out in the competition under the new market conditions is a major issue of all the small and medium home textile enterprises in Nantong.Compared with the mature large enterprises,they generally have a low starting point,weak R & D ability,poor competitiveness and poor ability of risk control.But if we can make full use of our strengths and avoid the shortages,we will find our place in the huge market by using proper international marketing strategy.This paper takes Nantong small and medium home textile enterprises as the research object.Firstly it introduces the research background,research significance and research methods,and briefly describes the internationalmarketingtheory.SecondlyitsummarizesthechallengesandopportunitiesNantong small and medium enterprises are facing now by analysis of macro and micro environment.Finally,based on 4P theory,the detailed marketing strategy is put forward for small and medium home textile enterprises in Nantong.At last,this paper makes a summary and points out the shortcomings.更多还原