Author(s)

MengLei Chen¹, BoFan He², XinYu Fang², LiXue Bai², LingXuan Zhao¹, JiaWei Li¹, Yao Chen^2*

Affiliation(s)

¹ EURO-Languages College, Zhejiang Yuexiu University, Shaoxing 312000, Zhejiang, China.

² School of International Business, Zhejiang Yuexiu University, Shaoxing 312000, Zhejiang, China.

Corresponding Author

Yao Chen

ABSTRACT

Since 2023, the international environment is severe and complex, the world economic growth rate is at a low level, the risk of high inflation is still persisting, the home textile market orders are insufficient, and the growth of external demand is weak. However, with the gradual recovery of China's national economy, relevant policies and measures step by step, domestic demand is recovering, home textile industry as a whole to maintain stable operation. China's home textile market has reached a certain scale after years of development, and still maintains stable growth under the increased uncertainty of the global economy, and shows a positive trend in technological innovation, brand building and marketing planning. With the improvement of people's living standards, the quality of home textile products is increasingly demanding. Home textile products, as an important factor in improving the quality of home life, are increasingly favoured by people. This paper will analyse our home textile market and the needs of domestic consumers, judge the strengths, weaknesses and opportunities for upward mobility through a specific analysis of Brand R, fully assess the potential profits and risks of the brand in the home textile market, and formulate relevant marketing strategies.

KEYWORDS

Home textile; SWOT; Brand building; Marketing planning; Marketing strategies

CITE THIS PAPER

MengLei Chen, BoFan He, XinYu Fang, LiXue Bai, LingXuan Zhao, JiaWei Li, Yao Chen. Home textile brand analysis and marketing strategy deployment. World Journal of Management Science. 2024, 2(2): 15-18. DOI: 10.61784/wmsv2n262.

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