| Within the development of international market, the chemical enterprise couldn't be confined to the domestic production and sales. Their international trading is more prosperous but it also makes more severe international trading situation with the opening of market. Therefore, the chemical enterprises should adhere to the"Going Out"strategy and carry out the international business.This thesis uses the enterprise strategic management theory, enterprise international operation strategy theory, stakeholder marketing strategy theory, Potter competition marketing strategy theory and SWOT marketing strategy analysis as theoretical support to carry out Internationalized marketing strategy.This thesis puts Shandong Shida Shenghua Chemical Group Co., Ltd (Called Shenghua Chemical as short) as research object and takes its flagship product Dimethyl Carbonate as an example. It analyzes the external and internal marketing environment, systematically analyzes the actual situation. According to the SWOT matrix analysis form, it matches the strength, weakness, opportunity and threat of Shida Shenghua to prepare to adopt which strategy actively dealing with the international market and occupy more domestic and international market share, especially for the research of internationalized market strategy.After discussing and analyzing the Shenghua Chemical's marketing environment, it presents the election of Shenghua Chemical international market strategy, including Shenghua Chemical's strategy orientation, strategy target and strategy programming.After above strategy election, this thesis presents the implementation of Shenghua Chemical international market strategy, including Shenghua Chemical's strategic deployment and security measures. The implementation of Shenghua Chemical's market strategy should carry out the capital operation strategy, technology innovation strategy, brand management strategy, HR strategy, inventory competition strategy and enterprise strategic alliance strategy. The safeguard measures of Shenghua Chemical internationalization strategy implement has three aspects, including the risk assessment of internationalized management project, the training of the internationalized personnel, and establishment of sharp and effective international market information network.Finally, this thesis summarizes the studies of international market strategy of Shenghua chemical, and puts forward to the problem which will be further studied and solved. It prospects the future study direction. |
