A Study On The International Marketing Strategy Of NCG

China's entrance to the World Trade Organization makes the operating environment change a lot. Many foreign corporations flow in to Chinese market. Confronted with this situation, the Northern Caijing Group (NCG) resolutely adopted the strategy to go abroad to match the increasing vigorous competing environment. And in this process, the group will be faced up with many international marketing problems. In this thesis, the international marketing theory, the SWOT theory for enterprise positioning and International production compromised theory are used. Via the collection and study of secondary data, the author tries to analysis the international marketing strategy, thus the marketing problems in its global expansion can be found and solved. This article main text altogether divides into six parts, first part is an introduction. In the introduction, the author introduces the article's research goal, the research significance, the research theory and the method, the research prerequisite and the hypothesis, as well as the main research content. Through the introduction, we know that our country liquid crystal product profession is experiencing a fast development the stage, the market competition is day by day intense. Under such environment, the NCG decided enters the international market, and its internationalization marketing strategy is especially importantly. Therefore this article elects to choose a partner or spouse its internationalization marketing strategy to conduct the research. The first chapter mainly has carried on the analysis to the NCG's present situation. Through to its management present situation analysis, we may north know the NCG's has the more perfect organizational structure, specially its four import-export company's success foundation, better entered the international market for the NCG to build the foundation. In addition, through to the data analysis, may see is obtaining the promotion year by year to the NCG's management achievement, but its host camp service also price ratio prominent, is main in the liquid crystal product import-export trade service, this enable it to have the possibility better to concentrate own in the market competition superiority, thus stands firm in the international market. At the same time, in this chapter, the author also has carried on the analysis to the NCG existing international marketing strategy, discovered mainly has four problems: 1) needs to change the export trade idea for the international marketing idea; 2) took the small trade enterprise does not need completely the direct international marketing; 3) government's function creation benignity international marketing environment; 4) enhances the technical content, the development product characteristic. This article following research mainly is for solve these problems. The second chapter is to the correlation theory review and the market environment analysis. In the theory review process, the author mainly to the international market marketing definition, in the strategic definition and the international marketing strategy other correlation marketing theories has carried on the introduction. But, the author to the NCG's marketing environment analysis research, discovered north the present the NCG faces domestic and the international influence factor mainly has: The raw material supply and the price, the profession competition intense, the policy is day by day changeable, the exchange rate rise, the international trade barrier increase and so on, all these all increased the company international marketing difficulty. Finally, incarries on after the introduction to the SWOT theory, the author unifies to the NCG's present situation and the marketing theory, had pointed out the NCG current has the opportunity is: exports the environment to have the distinct improvement, our country liquid crystal industry promotion and the overall competitive power enhances, as well as our country liquid crystal industrial structure adjustment; has the superiority includes: China has the huge manpower market and the massive inexpensive labor forces, as well as has own patent and the import and export channel; Faced with the risk includes: the trade barrier risk, the market risk, the environmental protection are divided aspect and so on danger and project risk; But exists the inferiority is: the base price competition possibly causes to dump the punishment, brain drain is serious and the reject environmental protection handling ability misses. The third chapter first carried on the controllable factor to the NCG which in the internationalization marketing process faced and not the controllable factor has carried on introductions, but in the international production compromised theory foundation, north pointed out the NCG wanted to enter the international market to need to meet three aspects superiority requirements, respectively was the property rights superiority condition, internal the superiority condition and the geographical superiority condition. But the process analysis, we may discover because the NCG has own patent and the abundant capital superiority, enable it to have the certain property rights superiority; Also as a result of its import-export company's success establishment, enable it to have the certain internal superiority; Also because it to enters the national choice correctness, also enable it to have the certain geographical superiority. Therefore in the synthesis may result in, the NCG had entered the international market the condition.IV The fourth chapter was the NCG's internationalization marketing strategy formulation and the implementation; the author according to traditional 4P's the theory separately from the product, the channel, and the price and promotes sales these four aspects to formulate the NCG's internationalization marketing strategy. Product strategy includes: international product standardization and difference decision-making, international product packing and variety decision-making and attention product quality and innovation decision-making; the channel strategy includes: pursues the overseas decision-making and the determination international retails the pattern the standardization and the diverse decision-making; the price strategy is seeks the profit the maximization and the shift price strategy, but at the same time needs to pay attention to the various countries' laws and regulations the difference; the promotion strategy includes: the international advertisement, the personnel sell business promotion and the public relation. This article main text last the part is the article conclusion. Below through to the NCG's internationalization marketing strategy research, we draws the conclusion: 1) sets up take the market competition as the guidance marketing idea; 2) the marketing strategy besides "the goal market" and "4Ps" the combination, should again add on "the political power" and "the public relation" "6Ps combination"; 3) the key point is works hard in the product characteristic and the quality, utilizes the elevation difference opposite sex strategy enhancement exportation competitive power in the brand quality; 4)"the green marketing plan" enhances the export product international market competitive power through the implementation; 5) through standardized market behavior impetus product exportation sale; 6) through choice outstanding business agent enhancement exportation competitive power; 7) fullyconstructs the diverse elasticity promotion way using the modernized matter technology method; 8) establishes domestic international integrated the marketing network system enhances an export product world cognition important method; 9) takes to train the special marketing talented person, improves the marketing personnel's quality, strengthens the exportation enterprise marketing troop the construction, then is increases the exportation stamina the long term idea. In this thesis, the author begins with the current situation of the NCG; after acknowledging its current status and international marketing, the author points out the preconditions of its transnational operating; at last, according to the analysis above, the author comes to the international marketing strategy that the NCG should adopt in product, channel, prices and promotion aspects. Through the study on the international marketing strategy, the author tries to have the further understanding of international marketing and help solve the marketing problems in the international marketing of NCG. And meanwhile, we hope that this paper can give some help to the enterprises with the same marketing problems.