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tional Day and Spring Festival. The company could implement different market strategy according to the purchasing opportunity in order to enhance sales. Nowadays, the purchase of the crowd has become more and more youthful. They gradually pursue the kind of lifestyle with fashion, speediness and health. The inherent concept of Aussino Country matches with their lifestyle and personality. In this case, the market could be enlarged around China.

 3. Customer Analysis

Aussino segments its market based on price sensitivity. The premium, economy and cheap segments are the three main segments for Aussino. The premium segment contains high-end products, which include brands such as ROYAL SYMPHONY, ALVIERO MARTINI. The products from premium segment tries to meet customer’s demands for excellent comfort and personal luxuries with high quality and new-tech innovation. They also appreciate the sophisticated foreign design and style. The economy segment contains mainstream products such as INSPIRE and AUSSINO COUNTRY. Customers in its economy segment demands practical product with considerable quality and affordable price. They have middle level income. Price and product durability is important for them. And the cheap segment contains low-end product. Although the company adopt mass-market strategy, which coves all price level, Aussino currently is focused on economy segment.

 4. Target Market Identification

Aussino engages in home textile for both consumer and industry markets in China. For industry market, it provides quality products for international 4-star and 5-star hotels such as Crown and lodging institution including resorts, apartments, rest house. For customer market, it provides superior quality product and services to customers through retailers, agency, stores, franchisee, etc.

4.1 Primary target market

In consumer market, there is a growth trend for premium segment. Since more and more customers are increased concerning about their quality of life and the health condition, they demand products superior quality and maximum comfort. Moreover, there is an increasing demand for customized product to fit customers’ special need such as the style and color of textile. In consumer market, the primary target market is identified as work-oriented individuals and families. This market looks for males and females with 70 percent of them being married; aged thirty to forty-five; have a household income range between 40,000 yuan to 90,000 yuan. Demographically, they tend to live in urban. The psychographics for our consumers are typically success-oriented, confident, experimented. They are also practical and sensitive to value. But they want something stylish and confort to use. They are interested in self-express products. So they are looking for high quality home textile with strong features that may have a sense of warmth, confort and vogue
 

4.2 Secondary target market The secondary target market of Aussino Country consists of young buyers who are more likely to engage in a stylish and fast lifestyle. They are typically singles, aged betw

  

4.3 Secondary target market

The secondary target market of Aussino Country consists of young buyers who are more likely to engage in a stylish and fast lifestyle. They are typically singles, age本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。