Hailiang Co., Ltd. Brass Export Marketing Strategy Optimization Study

With the globalization of world economy, variability in export situation is more than ever before. At present, the market for copper tubing industry is gradually moving from the Sellers'market to the Buyers'market which will result in a more fierce competition. Therefore, it is a necessity for enterprises to optimize its marketing strategy in order to keep its long term competitiveness in the market. The paper, taking Zhejiang Hailiang Co., Ltd as the target enterprise for studying, conducts systematically a research and analysis on enterprise marketing strategy. The studying methods used are empirical analysis and data comparison method. This paper starts with the dissertation of the current situation and the developing trends of world copper fabricating industry, then using SWOT analysis, presents the advantages, challenges, the opportunities and threats Zhejiang Hailiang Co., Ltd is facing with. Then based the analysis of the current marketing strategy of Zhejiang Hailiang Co., Ltd, brings forward the optimization measures of the current marketing strategy on target market strategy, strategic partnership strategy and combined exporting market strategy. Finally, the paper also proposed the supporting measures from the aspects of sales team building and management, setting up the efficient and scientific information management system and the strengthening of the after sales service to ensure the realization of the new marketing economy.