Research On International Marketing Strategy Of Dalian Impex International Trading Co., Ltd.

The modern marketing emphasizes the market as the guidance and takes the customer as the center. The enterprise only then understands and satisfies the market demand, can stand firm in the intense market competition and make the progress.This article embarks from the IMPEX metal product market development tendency and the market mechanism, take the modern international market marketing theory as the foundation, synthesis utilization aspect and so on environment analysis, strategic management, human resources development and supply chain management related principles and the method, unified myself personal experience and the investigation, the science, system's analysis and discussed the IMPEX metal product present market environment and company's internal environment, was clear has appraised the market opportunity and the threat as well as the enterprise interior resources superiority and the inferiority; And in take the market as in the guidance foundation, has carried on the analysis to the market, had determined the target market to maintain the existing market, simultaneous development emerging Middle East and Russian market; And has conducted the research and the discussion to target market's international marketing strategy, to solve the problem which IMPEX present faces to seek to the solution.Dalian Impex International Trading Co., Ltd. was established in Jan. 2005 as a privately limited liability company. Business range covers the import & export of cargo and techniques. The company's core business are trading of metal-related products, like castings, forgings, and stampings, most of which are exported after machining. Our market covers Europe and North America.Due to lacking of modern marketing concept and clear promotion strategy, the company is weak in product construction, target market and suppliers. So to design effective promotion strategy for international market so as to enhance the company's international competitive advantage is the emphasis of this paper.With modern international marketing theory as the foundation, this paper embarks from the development tendency and market mechanism of the market of metal-related products. By combining the theory on environment analysis, strategy management, development of human resources and supply chain management with the author's personal experience and investigation, this paper scientifically and systematically analyzed and discussed the opportunities and threats of the target market and advantage & disadvantages of the company's internal resources. With market as orient for business promotion, this paper comes to the conclusion that the target market is to keep current and develop new market, like Mid-east countries and Russia. This paper also carried on the research and discussion of the promotion strategy for target market, which has found out a solution to those problem the company is facing.