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d between twenty-five and thirty-five, belong to upper middle class, well educated and some of them still live with their parents. These young people have active lifestyle and like challenging. They are more style-conscious but less price conscious.

 

 5. Conclusion

Traditionally, Aussino’s value position mainly focuses on quality. And it enjoys its company reputation on home textile industry from its customers who have trust towards Aussino. As the development of global market, Aussino expands its market globally through the successful international marketing practices and promotion strategies. Even Aussino currently has the optimal market share, it also considers to enhance its tranditional market strategies to be more flexible and reasonable. Lin Junchen, the CEO of Aussion, states that China has the big potential markets, which surpass the ones from any other countries around the world. He looks forward to further expand the chinese market with more flagship stores and franchisees. Moreover, the CEO Mr. Lin declares that the unique product characteristics, innovation and design style are significant and essential for the company to earn more market share in China. At the same time, Aussino tries its best to cultivate these kinds of innovation- and customer-oriented culture locally.

 6. References

Kotler P., Brown L., Adam S., Armstong G., 2001, Marketing 5th ed., Australia: Prentice Hall

Bartlett C., Ghoshal S.B., Birkinshaw J. 2004. Transnational Management: Text, Cases and Readings in Cross-border Management 4th ed. McGraw-Hill: Irwin

R. Duane Ireland, Robert E. Hoskisson, Michael A. Hitt, 2008, Understanding Business Strategy: Concepts and Cases, p. 45-50, Canada: Mellssa Acuna.

Hitt M.A., Ireland R.D., Hoskisson R.E. 2006. Strategic Management: Concepts and Cases 7th ed. Thomson Learning

Robbin S., Bergman R. Stagg I. & Coulter M., 2000, Management. Australia: Prentice Hall.

Mellahi, K., Frynas, J.G., Finlay, P. 2005. Global strategic
 

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