Research On Marketing Strategy In European Market Of Liuyang Broad Fireworks Co., Ltd

As the traditional and dominant industry of Liuyang, firecrackers and fireworks play a very important role in the local economic development, fireworks enterprises and relative enterprises offer many work chances to Liuyang locals. The main income of Liuyang people are from fireworks or its relatives. This paper studies on Liuyang Broad Fireworks Co., Ltd and issues the details foreign countries marketing strategy and executive plans and offer some reference and theory which guide to the overseas development of other fireworks companies.This paper takes Liuyang Broad Fireworks Co., Ltd as study case and introduces the general information of Liuyang Broad Fireworks Co., Ltd and its nowadays executive situation. It analyzes deeply the company's marketing environments including political, economic, social, technical and industrial environments. From the facts of Broad Fireworks, this paper makes segmentation and positioning to its sales markets, chooses out the target markets and makes the Broad Fireworks European marketing strategy including construction of marketing channels, product pricing, marketing elements, service level and human resource administration, and so on. It gives out a set of European marketing strategy plans for Broad Fireworks development and offers powerful supports to this project's execution.This paper through the actual case research of Broad Fireworks Co.ltd put forward reference for China's fireworks company to enter the European market that they should take the marketing strategy. It sums up when the fireworks company enter the international market, they shall make a detailed analysis for the capacity and the external environment, positioning the market suitable for enterprise s' development through the integration of resources and environment, and perfect enterprise internal soft conditions from the entire marketing process to enhancement enterprise market competitiveness continuously.