Research On International Marketing Strategy Of SFGF Company

In the context of global economic integration, with the deepening of China's reform and opening up, it speeds up the process the Chinese economic integration with the world economy. In recent years, domestic economic developments with high-speed, the software and hardware of domestic enterprises has been enhanced dramatically. Many industries have reached or lead the world level and have the ability to carry out the international business. With the Chinese economy into China's New Normal, the problem of excess manufacturing capacity of domestic rail transportation equipment manufacturing industry is increasingly prominent. The only way to resolve excess manufacturing capacity and boost business transformation and upgrading is strengthen development of oversea business. Due to the enterprises especially the state-owned enterprises carrying out international business lately and lack of experience that causes many enterprises are exposed to many difficulty and frustration during "going abroad". Therefore, it is imperative to enhance the international marketing development capacity of state-owned enterprises.SFGF Company is a large state-owned enterprise and is also the leader of China's rail transportation equipment industry. It has the ability of developing independently, scale manufacturing, standardized service. Technical innovation and quality assurance is the company's core competitiveness. With the rapid development of Chinese high speed railway in recent years, SFGF Company pays more attention into the domestic marketing and ignores overseas market that causes the proportion of overseas market revenue is only 10%.This article selects "Research on International Marketing Strategy of SFGF Company" as the title, and selects the overseas marketing of SFGF Company as object study. Referencing academic frontier theory and combining with their own experience and lessons in international marketing, using of theoretical knowledge and practical situation to carry out the research and innovation. This article adopts method of literature research, through looking up a lot of literature and academic materials, full analysis of marketing theory from 4P-4C-4R-4V,6P,6C,11P development process; Using the method of comparative study, through horizontal and vertical contrast with advanced enterprise, acquiring the experience for reference; Using the method of case analysis study, analyzes the situation of SFGF Company itself, domestic and international market environment, industry situation, adopting SWOT analysis tool to analyze the problems of SFGF Company in international marketing; Using the method of SPT theory to segment the market and using decision matrix method to determine the target market. Based on the large marketing concept, it develops SFGF Company's international marketing strategy and safeguard measures accordingly.The international marketing strategy research in this article has strong guiding and application significance to SFGF Company's international marketing work. Meanwhile, it has some reference value to other state-owned enterprises belong to the equipment manufacturing industry in international marketing.