Research On International Marketing Strategy Of CHTC JOVE Heavy Industry Co., Ltd

Since the beginning of this century, the world economy has been recovering slowly, China and the Asia-Pacific region economic growth strongly. Thanks to this, China's construction machinery relying on the domestic market, from scratch, from there to big, from big to strong. In this process, the birth of the Chinese engineering machinery manufacturing enterprises a number of international reputation, such as XCMG, Sany, Zoomlion, XGMA, Liugong. Meanwhile, some regional-scale enterprises have also been grown in soil, in the local area, through regional advantage of one or a few products can be developed rapidly.With the Chinese government's efforts to control the real estate market unprecedented increase, the frequency of high-speed rail project issues, resulting in many projects underemployment. No st rong market demand, the domestic construction machinery market ended the decade-long period of rapid growth, or even the whole market situation appeared shrinking cake. Engineering machinery enterprises began to gaze on the international market started the main international markets.In this paper, take the CHTC JOVE as example. First, an overview of ideas and methods of the background, significance and research, then, the current theory advanced theory and services marketing systematic review of internat ional marketing; then analyzed CHTC JOVE international marketing situation, problems and through SWOT analysis for CHTC JOVE in depth analysis. CHTC JOVE international against the status of CHTC JOVE international marketing market development, internatio nal market positioning, and propose a different product, price, brand and marketing strategy for the market segments and so on. Meanwhile, in order to achieve the proper implementation of CHTC JOVE international marketing strategy, organizational change from the system, changing concepts, development appraisal system, improve the financing system and other aspects of development of the relevant safeguards.In this paper, based on the actual situation of CHTC JOVE, the use of scientific methods, design a set of targeted, actionable international marketing strategy system which is heavy on the CHTC JOVE strengthening of international marketing have a greater role in promoting peer services marketing has certain reference.