This course is designed for students to understand the processes and contents of the textile and clothing marketing. The business principles and knowledge of marketing are introduced in the aspects of market investigation, products, price, place and promotion. Students can understand the free market concepts and basic economy terms. The strategies applied in textile and clothing marketing are introduced on the basis of case studies. Students are expected to obtain systematic training on the products design and production, consumer demands and behavior analysis, promotion strategy and merchandising. The many textile and fashion merchandising concepts and facts can be understood and remembered to be applied in their career related to the textile and fashion industry, or in business and marketing-related endeavors in other industries. 

      本课程旨在帮助学生了解纺织服装市场营销的基本过程和内容。针对市场调查研究、产品研究、价格、营销渠道、促销等相关方面介绍市场营销的基本原则和知识。通过本课程的学习，学生能够建立市场经济的观念和掌握市场经济的术语，通过案例分析理解和掌握市场营销策略的应用，通过系统的学习掌握产品设计与生产、消费者需求和行为研究、促销和零售策略等方面的知识，理解和掌握纺织服装市场营销的概念和实践，为今后从事纺织服装市场营销，或者其它领域的商务和营销工作打下良好的基础。