The Research On The International Marketing Strategy Of The Jl Group

China is the world’s second largest broiler production and consumption country, there is a great potential for broiler exports. However, due to the restrictions of trade barriers and the impact of avian influenza, the development of broiler export enterprises in China has been limited. Therefore, export enterprises should strengthen the analysis of marketing environment,optimize the international marketing mix strategy, improve the enterprise internationalization management level, so as to improve the international competitiveness. Qingdao JL group is a set of poultry breeding,, feed production, good slaughter refrigerated, prepared food product processing, printing and packaging, export trade as one of the large broiler production enterprises and one of the key leading enterprises 0f the national-level agricultural industrialization. JL Group is the only farrow-free enterprise, which broiler feeding process strictly in accordance with the standards of Japan and the EU, exports accounted for a quarter of the country. JL group broiler exports accounted for 1/4 of the country, and in 2015, JL Group sales reached 7.9 billion Yuan, including the export amount of $1.427 Billion dollars.In this paper, I first analyzed the JL group broiler products export situation and international marketing environment. Analyzing the status quo of broiler industry from both domestic and international aspects, and analyzes the JL group’s industry competition situation and the internal and external environment by SWOT analysis method. Based on that, this paper segments the international broiler market, determines the target market of JL group, and puts forward a new marketing mix strategy by using marketing and market segmentation and target market selection theory,Although this paper is only for JL Group’s marketing strategy, but JL Group is the representative of Chinese broiler industry, which represents a common problem in similar enterprises in international marketing. Therefore, this paper has a certain reference significance for other broiler enterprises in our country to enter the international market.