Abstract:
With the rapid development of China's national economy, the domestic consumer goods market is growing prosperous. At the same time, the home textile industry is showing a thriving scene. However, it is also facing a crisis of increasing complexity in the living environment. Therefore, if a company wants to gain a comparative advantage in the existing objective environment, it needs to formulate a strategic plan suitable for the current situation and enhance its core competitiveness.This research takes the marketing strategy analysis of Fu Anna household products Co., Ltd. as the theme. It will analyze the external and internal environment of Fu Anna, First of all, this research will analyze company management and business model. Then uses SWOT analysis to examine the external and internal environment of the company and obtains the strategic management options suitable for the company. We conclude that the company needs to reformulate its competitive strategy. It is, first, maintain product differentiation and innovationt. Second, expanding marketing channels and keep low prices. Finally, improving the company's core competitiveness in an all-around way in the fierce competition.
