Research On Chinese Manufacturing Enterprise's International Marketing Strategy On The Background Of RMB Appreciation

Since the reform of RMB exchange rate formation mechanism began on July 21, 2005, as to February 18,2011, the central parity of RMB against the U.S. dollar appreciated by 21.5%, with the average rose 3.58% per year, which means that the RMB has already entered the appreciation channel, and this will put profound effect on Chinese manufacturing enterprises to develop international marketing. The present research studied the international marketing strategy for manufacturing enterprises based on this background, taking JNTS Company as a case study, trying to give some ideas for deeper research on international marketing strategy of Chinese manufacturing enterprises from both micro and macro levels in the context of the appreciation of RMB, so as to provide some useful suggestions.Firstly, this paper reviews the exchange rate of theory and theory of international marketing strategy, analysis the development process of China's manufacturing industry and the status quo, the present international marketing and the impact which RMB appreciation has put on Chinese manufacturing enterprises. Based on this, this paper systematic studied the choice of international marketing strategy, international market entry strategies and implementation of international marketing strategy in the context of the appreciation RMB. The following four aspects were chosen to analyze Chinese manufacturing enterprises' entry mode in the international market:the export processing mode, the contract manufacturing model, global distribution model and its own brand manufacturing model. We also put forward the international market entry mode growth path as well. Next, we studied the choices of international marketing strategy of Chinese manufacturing enterprises, from the level of internationalization, international market expansion and positioning and international competitive strategy; in the international market entry strategies, the choice of international target markets and the choice of international market entry mode were our main concern; in how to implement international marketing strategies of Chinese manufacturing enterprises, we mainly analyzed the international product management, international marketing, the international market pricing, international marketing channels, cost management and financial management. This article also use case studies, through the deep research of JNTS company, combing through the company's development process and current status of international marketing, we found out the problems it exists, and the impact of RMB appreciation has put on its international marketing. Meanwhile, we gave our own proposals for JNTS Company's international marketing strategy.