摘要：随着经济的快速发展，我国的色织行业得到了长足的发展。国内色织面料生产厂家的数目急剧增长，色织面料产品的种类日趋丰富。但色织行业作为一个劳动密集型产业，与很多其他传统产业一样，中国仅仅只是生产和消费的大国，而不是强国。主要表现在: 产品设计和技术含量严重不足，产品同质化、抄袭模仿现象严重，这些都与世界色织面料强国相比还有相当大的差距。
近几年来，随着我国色织面料生产技术的改进和自主创新意识的提高，特别是随着高档色织面料产品工艺的不断发展和完善，国内一些知名厂家的产品质量已经有了很大的进步，就产品品质而言，已经可以与意大利生产的面料相媲美。但是，在目标市场选择和营销策略方面，很多企业还只是处于刚刚起步阶段，没有一个完整的规划。
本文以色织行业的龙头企业溢达集团为例，从研究色织行业整体环境和溢达色织面料的营销环境着手，对目前市场主要竞争对手和主要采购商进行了详尽分析，从中确定溢达色织面料的目标市场和市场定位，并进而确定了其相应的营销组合策略和保障措施，最后得出结论。相信本文的研究结论和策略建议对国内色织行业有一定的参考和借鉴意义。
关键词： 色织面料；市场细分与定位；目标市场；营销组合策略
Abstract：With economic develop quickly, our country’s yarn dye industry has made great advances. The number of manufactures of yarn dye has risen sharply, the kinds of yarn dye fabric have become richer and richer. But yarn dye industry belong to labor-intensive industry, such as many other traditional industries, china is only the great manufacture and consumed nation but not the powerful nation. It mainly manifests in product design and technical content seriously insufficient, the phenomenon of product homogenization and plagiarism imitation is serious, and these also have very great gaps compared with the world powerful nation.
In the past few years, with the ideology enhancement of the technology improvement and the independent innovation, especially with the unceasing development and improving of the upscale yarn dye fabric, the quality of products from some well-known domestic factory had already made much progress. It can compare favorably with the fabric made by Italy. But many factories were just at the started stage in choice of targeting market and marketing strategy, they don’t have whole program.
This article takes Esquel group which is the head company in yarn dye industry as example, and it begins with the research of the yarn dye industry environment and Esquel yarn dye fabric marketing environment. Through exhaustive analysis to the major competitors and buyers in the market, it fixed on the targeting market and market positioning, and then determined its corresponding marketing mix strategy and the guarantee measure, finally drew the conclusion. I believed the research conclusion and the strategy of this article will have instruction effect and model significance.
Keywords yarn dye fabric；market segmenting and positioning；the targeting market； marketing mix strategy
本文是在我国色织行业快速发展，竞争日趋激烈，产品经营越来越注重品牌和服务的大背景下，以溢达色织面料作为研究对象，运用市场营销学理论，结合行业整体环境和企业自身状况，制定出一套适合溢达集团市场定位和企业目标的市场营销组合策略。
本文的研究工作主要包括：色织行业整体环境分析、色织面料市场需求和竞争分析、溢达色织面料的SWOT分析和市场定位、主要采购商分析，以及相应的产品、价格和促销策略分析与建议，保证营销策略实施的保障措施等。
通过对以上内容的研究得出以下结论：
(1) 溢达色织面料与国内主要竞争对手相比，在内部具有相当大的优势，在外部又面临着很好的市场机会，应充分明确自己的市场定位，坚持走中高档路线，坚持为目标客户提供良好的品质和服务，保持自己在行业中的领先地位。
(2) 溢达色织面料应选择国内和国际中高档服装品牌、国际大型连锁百货店、国内大型服装工厂这三个细分市场为主，其他细分市场为辅的目标市场策略。
(3) 根据溢达色织面料的三个主要目标市场，溢达在产品策略方面应该以行业内适当的价格，一流的质量和良好的服务，辅以不断推陈出新的产品开发来吸引和服务客户；在价格策略方面应通过一系列灵活的折扣定价措施来吸引客户，让客户既可以得到溢达很好的品质和服务，又能有一个相对优惠的价格；在渠道策略方面应加强与客户的互动，在充分了解客户需求的基础上，通过与客户的共同合作开发和先进的物流管理系统来巩固和提高产品在当地的市场占有率；在促销策略方面应针对广告、市场推广、人员推销等方面制定出具体的策略措施，扩大溢达在行业内的影响力和市场份额。
(4) 为保证溢达色织面料市场营销策略的实施，溢达要树立良好的品牌战略意识，运用一套良好的体制做保障，为客户提供细致周到的服务，并制定良好的激励机制，吸引和留住人才。
本文的创新之处主要在于系统地总结了色织行业的4P营销组合策略，并结合溢达集团的自身实际情况，有针对性地提出了具体的营销策略。
