摘 要纺织品行业长期以来一直居于我国传统产业当中举足轻重的地位，我国凭借着拥有大量的原材料和较为低廉的劳动力成本，从而能够一直走在世界纺织品出口大国的前列。自改革开放直至 2019 年这 40 多年以来，我国纺织品出口贸易显示出持续上升的形势，2019 年我国纺织品出口贸易总额达到了峰值共计 1201.99 亿美元，约占出口贸易总额的 8%。过去两年因为世界局势的动荡不安，2018 年和 2019 年的贸易总额均受到了轻微的影响，分别是 1191 亿美元和 1201.99 亿美元。纺织品产业一直是我国外贸总额增长的强大支撑力量，对我国国内经济的增长，并对积极推动劳动者就业起着难以替代的作用。南京锦璇德贸易有限公司是一家集服饰、纺织原材料、家用纺织品、纺织玩具等为一体的综合性的纺织品外贸企业。该公司现行的出口营销策略虽然起到一定的作用，但仍面临着无长期规划，内部结构混乱等问题。本文旨在通过探究该公司目前的出口营销策略，寻求一套切实可行的策略，从而提高南京锦璇德贸易有限公司纺织品出口的市场占有率，进一步培养企业的竞争力。最终，从企业的角度提出了一些能够有效进行实施的战略性的建议，从而促进南京锦璇德贸易公司解决实际问题，而且可以被其他纺织类企业所借鉴使用。关键词：营销策略； 纺织业； 出口市场； 市场营销AbstractTextile industry has been playing an important role in China's traditional manufacturing industry for a long time. With a large number of raw materials and relatively low labor costs, China has been in the forefront of the world's textile export powers[1]. Since the reform and opening up to 2019 more than 40 years ago, China's textile export trade has shown a continuous rise. In 2019, China's total textile export trade reached a peak of 120.199billion us dollars, accounting for about 8% of the total export trade. Due to the turmoil in the world situation in the past two years, the total trade volume in 2018 and 2019 has been slightly affected, at $119.1 billion and $120.199 billion respectively. The textile industry has been a strong support for the growth of China's to...
