Kaitian Company International Marketing Strategy Research

Based on the aborative analysis of KaiTian Company's development history and current status in international marketing business and other aspects of its businesses, this report believe that:KaiTian as a early Chinese company stepping into international business of aeronautical airborne industry has improved its technologies and management theories from its international activities, and the international marketing business have already become one of its three main business board pieces;however, Kai Tian Company is difficultly to continuously enlarge its international marketing business, and should improve the business in depth. Therefore, facing to the new situation and development strategies, KaiTian should research and plan its international marketing business from strategic aspect.According to some related international marketing theories, this report draw the outline of KaiTian Company's international marketing strategies through the researching in the using of strategic management theories and methods. Based on that outline, the structure of this report is as following:Chapter 1:On the basis of the rapid development in China's aviation industry and necessary of comapany's international marketing business development, some strategic purposes, theories, and methods of international marketing for KaiTian Company would be presented. Chapter 2:Briefly introduce development process and present situation of KaiTian Company, international marketing business development history and present situation, and some existing problems. Chapter 3:Based on the SWOT theory, KaiTian Company's strategic orientation that "supply the biggest Customer Delivered Value" is established. Chapter 4:(1)Develop the company's strategic mission and target. (2)Using the market segments of aerospace industry and Potter's "five competitive forces model" analysis method help KaiTian Company to establish the target market of its international marketing business and product positioning. (3)According to company's specialized positioning and resources advantage, KaiTian regards intensive growth strategy and integration growth strategy as its main marketing strategies in target market. (4)On the basis of Akbter's international market entry model, considering some effect factors for airline industry by international economics and policies, and analysing KaiTian's target market,resources and production structures, the international market entry style of KaiTian Company should be as joint venture model, export model, and contractual production model. Chapter 5:From the analysis of KaiTian's products,channels, price and promotions in international marketing these four sides, this chapter make up a general implementation strategy of international marketing. Moreover, based on organization revolution, marketing systems, enterprise culture construction these three aspects, this chapter put forward some effective suggestions to implement international marketing strategies. Last, the conclusion of this report and some future researching questions also would be clearly explained.