| 2007-2008 global financial crisis, the Chinese import and export enterprises are being adversely affected, import and export company in general difficult, mainly down to the level of corporate profits, trading volume decrease. The current global financial crisis, the adverse impact is still there, the export situation are still to turn for the better. Under the influence of the financial crisis, the adverse factors of business performance for the reduction of external demand, rising labor costs, RMB appreciation, product prices, financing difficulties, the export tax rebate is not enough, lack of innovation capacity and domestic demand decreased. Financial crisis export performance is the most direct reduction of external demand. The beginning of 2009, the RMB revaluation pressure, so just pick up the international competitiveness of Chinese exporters fell, exports decreased corporate profits. China's export industry as a huge contribution to GDP in current international bad premise of the disadvantaged, our government has issued a series of support policies conducive to export enterprises, such as raising tax rebates for some products, the use of financial, legal and other initiatives to promote exports . At the same time, due to social technology and the rapid development of information industry, turmoil in the global economic landscape in the earth-shaking changes have taken place in the emerging market economies has emerged quietly came into being, export enterprises face great difficulties and challenges in the international market competition, there are many uncertainties. As international and domestic environment has undergone many dramatic changes, export enterprises face significant international marketing of adjustment and change. To compete for limited resources for the purpose of foreign demand to adjust the marketing strategy is the most important measure taken by one company. This would demand of China's export enterprises to stand in a whole new level re-examine the company's international marketing environment and strategies, so that enterprises in the situation change, dangerous at the same time many potential opportunities in the international market place. The face of all the new changes in the export situation (economic environment, political environment and foreign exchange environment), led to the current export enterprises face great difficulties and challenges. China's export enterprises must carefully analyze the enterprise's own resources, products and market situation, timely detection of problems and make effective adjustments and changes to adapt to changes in the external environment. Requires companies with the current situation on the international market and detailed analysis and research, full use of their strengths and external resources, and rational development of the company's international marketing strategy to achieve and maintain and expand the company's market share in the international market to improve core competitiveness of enterprises so that enterprises aim to maximize profits.Ben Wen Mei Lande, Jilin Province Import & Export Trading Co international marketing as the research object, the use of relevant theories of marketing the company's international marketing strategy for the further study. Firstly, the company's internal and external resources on a systematic analysis, using the full data analysis of the status of the development of enterprises. And then through the PEST analysis of the macroeconomic environment (P is a political Political System, E is economic Economic, S is a social Social, T is the technology Technological) and micro-environmental analysis, to find the company's strengths and weaknesses and opportunities and risk association, the use SWOT analysis of company market segmentation, market selection and positioning, and further the company's international marketing strategy.Thesis on the company's internal and external environment analysis system to analyze the company's strengths and weaknesses, opportunities and threats. In the analysis of the application process a large amount of data and information on the company's economic environment, technological environment, political and legal environment and financial and foreign exchange environment in-depth analysis and thought; the same time for their own micro-environments, such as with suppliers bargaining power, and the bargaining power of buyers, the potential entry of new competitors, the potential development of alternative products and the competition among enterprises and so a detailed description and analysis with the customer. By the macro environment and micro environment analysis, through the SWOT theory, summed up the company's current strengths and weaknesses, opportunities and threats. The dominant mainly in cost advantages, advantages of domestic policies and international demand advantage, strategic cooperation with the company's professional advantage; weakness concentrated in the small scale, national system technology is not enough and the company management is not high, technical problems and small profit margins, etc.; opportunities are mainly reflected in the performance of the elimination of quotas in the WTO and the opportunities for trade liberalization, financial crises and exchange rate changes so that some chemical manufacturers withdraw from the competition, the steady development of the world's oil industry and other opportunities; companies face The threat is mainly reflected in the international non-trade barriers and the "anti-dumping" measures implemented, the industry advances in technology, the company has brought a lot of technical pressure, and other chemical products export country involved, the company constitutes a long-term development Giant at the threats.One marketing strategy is divided into product portfolio strategy, pricing strategy, competitive strategy and channel strategy. Technology services for multi-product portfolio backed by detailed strategies to optimize product structure, improve service quality, increase market share and total quality management, product strategy specific issues; in the price strategy of the company through the influence factors and pricing Product pricing issues should pay attention to the analysis, and combined with related pricing theory, summed up the main company to cost-oriented pricing strategies supplemented by competition orientation; by the cost advantage of zeolite product analysis and international customers zeolite products characteristics, summarized low prices of the company's competitive strategy and customer concentration; through in-depth study of international marketing channels, combined with the company zeolite products in international marketing channels of the actual situation, combined with our current stage of development , summed up the network marketing company with the industry to supplement the main channel strategy. I believe that through the test of practice, the above strategy will work on the company's international marketing and promotion play a role in the promotion.In this paper, the Import and Export Trade Co., Ltd., Jilin Province Melander sample, the use of quantitative analysis and qualitative analysis methods, combined with the company the status of international marketing and information, reference documents and a lot of market research data, a systematic comparative analysis, from the company's own long-term development and the timely response to market competition and the perspective of the challenges the company has developed effective marketing strategies. This study not only our international marketing zeolite help the market, while other oil industry related to chemical products export enterprises also have some reference value. |
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