Overseas’ Marketing Mode Transformation Of SMTCL

Global strategy has become an important strategic business for Chinese enterprise going into the international market. During "Twelfth Five-Year" period, the state proposed a requirement of the key industries "going out". SMTCL as a leader manufacture in the machine tool industry in China, the path of internationalization is the development of direction. However, how can we go out and do well for the Shenyang Machine Tool is facing problems and challenges.In this paper, based on the theory of global marketing, through the methods of data collection, qualitative analysis and quantitative analysis combined together, and so on, it deeply analyzes that the overseas marketing mode transformation can achieve the strategic objectives of globalization for SMTCL. At first, by the way of collected and organized data, it summarizes that the Marketing Localization Pattern is the implementation way of overseas marketing mode transformation of SMTCL. And the production-driven global value chain is the theoretical foundation of SMTCL overseas marketing mode strategic framework. Second, introduced the development process of SMTG, and according to the SMTG international strategic goals, it points out the limitations of the existing overseas marketing mode. And it also points out the necessity and feasibility of the marketing mode transformation. It researches the ideas, objectives and priorities of SMTCL overseas marketing mode transformation, and plans the way of SMTCL overseas marketing mode transformation. Again, it analyzes the risks of SMTCL overseas marketing mode transformation, and gives risk prevention measures. Finally, the SMTG should provide appropriate safeguards for overseas marketing mode transformation, so that to achieve the Group’s overall strategic objectives by the marketing mode transformation.The purpose of this paper is to explain that the existing situation of overseas marketing mode can not achieve the SMTG global strategic objectives, and probes a new mode that can achieve the global strategic objectives of SMTG. It also can propose a suggestion that can keep the marketing mode transformation smoothly.