Abstract:

Textile industry is a pillar industry of Shaoxing. It is also one of the traditional labor-intensive industries, which has obvious comparative advantage and high dependence on international markets. The paper selects textile industry of Shaoxing, Zhejiang province as the research subject. Based on the literature of international marketing strategy and export performance, taking the development of Shaoxing textile industry and export into consideration, a theoretical model of international marketing strategy and export performance is built. According to the theoretical model, questionnaires were designed to collect data and information of relevant enterprises. After data are analyzed statistically and structural equation modeling is tested, various factors should be analyzed that have impacts on international marketing strategy and export performance. Finally, research results are explained and discussed, and suggestions on further improving the performance of Shaoxing textile export are brought forward.