Research On The Overseas Marketing Development Strategy Of LCD Company

The clothing trade market in China due to the international market and industry competition intensifies, more and more uncertainty, facing many crisis: First of all, consumers of clothing technology and constantly improve the comfortable degree requirements, all forms of trade protection and green standard threshold increase year by year; Second, the rise of southeast Asian countries, because of low labor costs, clothing manufacturing industry structure, in many need a lot of labor, the advantage of manufacturing has gone beyond China. China's garment industry advantage is lost, profits are getting smaller, the past is given priority to with low-grade, large-scale, the amount of clothing manufacturing was severely weakened in the international market competitiveness. However, in the face of challenge and opportunity. The rapid development of China's domestic market, the brand to flourish, brands need has a rich experience of production manufacturers and supporting services, need to provide value-added services such as research and design.In this paper, overseas market development strategy of LCD company was discussed based on the theory of strategic enterprise management, so as the combination of enterprise strategy analysis method, and the business model changing of Hong Kong Li &Fung as a exploring case. LCD company in global layout, continue to stability and expand the traditional market, Europe, America and Japan at the same time, actively develop new international market; Integration of suppliers, to the north, Jiangsu and Zhejiang provinces and southeast Asia supplier resources fully integrated to meet the customer demand, high school low-grade enhance core competitiveness; Promote research and development design ability, realize the transformation from OEM to ODM, boost profits space, increase customer stickiness. In order to guarantee the implementation of the strategy of development, LCD company takes a series of measures: to change the organization structure, and implement business process reengineering, contingency control of the molecular company, realize the cooperative engagement, play the overall advantages, optimize the company information system, long-distance real-time efficient communication; Set up supplier evaluation system, keep high quality supplier resources, and establish quality monitor system; Dalian and Shanghai two research and development design center, strengthen the research and design ability; To strengthen the construction of talent team, the combination of outside and inside, provide talent guarantee for development strategy implementation.I hope this paper can provide a reference for the company's next strategic layout. Meanwhile, the study also provides a reference to the other trade enterprises in expanding oversea markets.