Qingdao Radiator Company's International Marketing Strategy Research

Qingdao Radiator Company is the specialized manufacture and sells many kinds of auto heat exchangers. It is composed by Qingdao Auto Radiator Co.,Ltd (copper material products) and Qingdao Toyo Auto Radiator Co.,Ltd (aluminum material products).More than twenty years has past since Qingdao Radiator Company's building from June,1980, and it has obtained magnificent achievement in the domestic OEM market.But the export business is always in the weak situation compared with domestic business. The domestic market's competition is superheating and the existing market has no space for future development, only keeping original market share. On the contrary, the international automobile parts industry develops rapidly. Under the great cost reduction pressure, many purchasing companies concentrate their vision on China. As Qingdao Radiator Company has perfect quality and excellent technology (Japan Toyo Auto Radiator Company provides technical support to it),it is now facing very good development opportunity in the international market. The author discovers the superiority and the inferiority which the company exists, the outside development opportunity and the threat through this company's marketing strategy research, and formulates a set of guidance strategy for the company's later international marketing work, which will guide its rapid development in the international market. This article is divided into five chapters, the primary coverageincludes: Foreword, the author mainly introduced this paper's research question, goal and research technique. The first chapter mainly introduced Qingdao Radiator Company's development history. The second chapter & the third chapter is the external& inner environment analysis to Qingdao Auto Radiator Company. The external environment analysis mainly launches from two aspects: the profession environment and the competition condition. The fourth chapter used the marketing segmentation,the goal market and the life cycle theory, determined the goal market and the product mix. The fifth chapter is the international marketing strategy implementation's safeguard.