Research On Export Strategy Of Tellhow Electric

Traditional manufacturers of power transmission and distribution equipments generally export complete sets of equipments through domestic or foreign electrical contractors. Nowadays when global economy becomes more and more integrative, especially under the influence of few international leaders, the design of such electrical equipments becomes more and more similar and standard and product homogenization is very serious in this line. When product difference is mentioned, it usually means unique design or performance of few components of equipments. Since medium-sized and small enterprises have little knowledge or control on overseas local market, it is very hard for them to export such equipments directly.In view of that complete sets of electrical equipments are assembled with various kinds of functional components like computers, it will lower difficulty of export business if we switch to sell full sets of components instead of complete equipments. Because of global division of labour in recent years and huge market in China, mature supply chain of electrical equipment industry has been established. Domestic supply chain has powerful manufacturing ability and good innovation capacity. It can break through intrinsic business range and expand business volume by exporting complete chain of components. Application of E-commerce is likely to enhance the efficiency of marketing.This dissertation firstly introduced the background of enterprise and industrial profile, studied the difference between products of overseas market and the enterprise's products in order to find market opportunities and possible threats; then analyzed the resources and conditions of the enterprise to find out its strength and weekness related to developing international market, and determined export strategy positioning by strategy matching– using what advantages to cope with market competition so as to meet what market segment's requirements; finally discussed the right marketing strategy to meet strategy implementation according to strategy positioning and industrial features.