Research On International Marketing Strategy Of State-owned Construction Enterprises

With the arrival of global economic integration,Chinese enterprises “going out” has become inevitable.Domestic enterprises are in the face of not only opportunities,but full of challenges in the process of going out.How to gain a foothold in the international competition has become the core business issues for domestic enterprises whose current desire is to occupy the international market.Among them,to carry out international marketing activities is regarded as a breakthrough for enterprises to open the international market.Therefore,the development of a reasonable international marketing strategy for domestic enterprises to "going out" is particularly important.During the progress of many domestic enterprises going abroad,the state-owned construction enterprises as the "lifeline" related to the development of the national economy,its internationalization process has been supported by multi parties since the 18 th Congress,and the results were significant.But at the same time,they also face many difficulties,which restrict their further development.Therefore,in the fierce international market competition,how to establish the brand characteristics and core competitiveness of state-owned construction enterprises,formulate reasonable marketing strategies to adapt to the complex and changing needs of the international market,to break out from the leading construction enterprises in order to consolidate its international market status and enhance the international influence of state-owned construction enterprises is an urgent need to be solved.This paper first introduces the background,significance and methods of the study,and attempts to do some background research on the internationalization process of domestic construction industry.The second part summarizes the characteristics of state-owned construction enterprises and the status quo of internationalization,international marketing theory and other related literatures,and then elaborates the meaning of the state-owned construction enterprises' international marketing involved in this paper.The third part mainly studies the exterior environment of state-owned construction enterprises through PEST analysis,and points out the necessary conditions for internationalization of state-owned construction enterprises with the support of external environment.In the fourth part,based on the SWOT analysis and STP analysis of X company,the author designs the international marketing strategy for this company.In the fifth part,aiming at the new trend of international marketing of domestic enterprises and the bottleneck of the development of state-owned construction enterprises,this paper provides some suggestions for the international marketing of state-owned construction enterprises by drawing lessons from the successful experience of international marketing of domestic and foreign leading construction enterprises.