| As the economic growth has slowed down in recent years,the overall situation of the steel industry is declined,metallurgical engineering design and general contracting of domestic business in the upper reaches of the industrial chain is frustrated and faced with more serious predicament,overseas market development to become the inevitable choice of many enterprises.But subject to the downward pressure on the world economy,Asia,Europe and other major export areas of China’s economic downturn,making the development of overseas market weakness.In order to get out of the difficult situation,many enterprises realize the importance of developing the strategy of overseas market development,in order to make up for the deficiency of themselves and to improve the market competitiveness of enterprises by constantly absorbing the essence of advanced theory.North China Metallurgical Corporation is a engaged in before the iron mining,mineral processing,sintering,pelletizing and other metallurgical engineering design and general contracting enterprises,but in recent years by policy environment,economic environment,social cultural environment,technical environment and customer demand changes,international business increasingly poor.So it is one of the urgent problems to be solved urgently to study the complex environment of the company’s international business and the development of the corresponding overseas market development strategy and strategic planning.Based on this,this paper in North China Metallurgical Corporation as the research object,according to the related marketing theory and the marketing theory,the use of PEST analysis method,SWOT analysis and STP theory on international business of the company’s external marketing environment,internal marketing environment,competitive environment to carry out a detailed study on,and combining with the characteristics of the international market and target market positioning,determine the appropriate marketing strategy for the company’s development in overseas markets,and to formulate the corresponding measures.The conclusions of this study will not only power in North China Metallurgical Corporation of international business to achieve leapfrog development,but also can enrich the related theory research,both at home and abroad in the same period of development of metallurgical engineering enterprise development to a certain guidance and reference function. |
