Abstract:
This paper takes Luolai Home Textile Company as the research object. Firstly, it introduces some relevant backgrounds of China's domestic home textile market to determine its great development space. Then it analyzes the marketing environment of Luolai Home Textile Company and its existing marketing strategy by mainly using the PEST theory, SWOT analysis method, and 4Ps theory. Through analysis of the marketing environment, it is found that the external marketing environment of Luolai Home Textile Company is healthy, which is conducive to its development. However, by combining the analysis of Luolai’s internal marketing environment and its existing marketing strategies, it is found that Luolai is facing a fierce industry competition, especially the competitive pressure from several other large-scale home textile companies in China. In order to continue to maintain its leading position in China's home textile industry, Luolai Home Textile Company should improve its existing marketing strategies. For example, it is necessary to improve marketing strategies in accordance with the latest national policies, adapt to changes in society and changes in customer requirements, and pay more attention to e-commerce.
