Study On The DBF Product's International Marketing Strategy Of HL Company

As entering into 21th century, the economic globalization has become an irreversible historical trend. Trades, finance, services, as well as some other industries have been linked together more closely and turned into an indivisible whole. It brings the development opportunity which has never happened before to the domestic enterprises. Meanwhile these domestic enterprises are facing more and more competitive challenges from international market. Thus it has been an inevitable choice for the enterprise development to extend the international trade and participate in the international challenges actively.As a kind of important chemical raw material and solvent with excellent performance, DBF production capacity was expanding quickly with the rapid growth of the national economy in recent years. However, this kind of expending is too aimless to cause an obvious change in the domestic DBF supply and demand situation. The market supply and demand structure was no longer short supply as in early days, but has been oversupplied at present. And the domestic import and export trade has turned into net export nowadays from the early net import situations. The oversupplied market structure asks the enterprise for an implementation of the strategy of"going global", open up the international market and engage in the competitions of the international market.As the largest DBF manufacturer in our country, HL Company has begun the DBF international marketing management since the year of 2005, though it did not do a systemic research on the international marketing management, there is still various problems in it. Then how to carry out the international marketing management, combined with the enterprise actual situations, has been an important issue which needs to be solved urgently by the company. This paper analyzed both the opportunities and challenges which the company was now facing, applying the method of PEST, Michael Porter's Five Forces Model and SWOT which help to recognize its advantages and disadvantage. Also combined with the current situation of the international marketing management and existing problems in the company, through the market segmentation, market targeting and market positioning, the international marketing management strategy as well as the matching measures accordingly of this company's DBF product is put forward.