Product Export Strategy In The Allianz Group Study

This paper based on global economy and the new trade situation after China entering WTO, using the theory of marketing to research the strategy to export the products of Zoomlion Group to the world market. In the paper the author analysed the actuality and the feature of the enterprise through the method of SWOT to point out the problem in overseas sale and put forward the strategy of otherness including the product exploiture, orientation and brand etc.Meanwhile , it established the overseas sale measure according to the characteristic and the circumstance of the enterprise including to increase the scientific investment and the ability of innovation, to set up the global sale and after-sale net, to build up international brand and consummate the intellectual property to participate the competition.