Research On The International Marketing Strategy Of BSG Company

As the degree of economic globalization was further strengthened,the internation alization of enterprise operation has become a widespread phenomenon and inevitable t rend.Faced with the serious supply and demand imbalance of domestic steel pipe mar ket and the increasingly fierce competition trend in the international market,the effici ent and effective transfer of production capacity to the international market will determ ine the future survival?On the basis of a large amount of literature and on-the-spot investigation,making use of marketing combination theory,PEST analysis method and SWOT analysis method,Five forces model,the writer compiled and summarized,analyzed the international marketing situation of BSG,a large state-owned enterprise in China,involving scientific research,management,corrosion prevention,casing and auxiliary material processing,and meanwhile some international marketing problems were found out,including single product structure,high pricing,out-of-dated promotion,Overly dependent on agent channels and so on.In view of these problems,combined with the BSG company's international marketing environment,industry environment,advantages and disadvantages,as well as opportunities,threats and other environmental conditions,the following suggestions are put forward for the optimization of BSG company's international marketing strategy: in terms of pricing,BSG should adopt the competition-oriented pricing method which is closely related to the market and the Green Pricing that most enterprises are paying attention to;in the product composition,the writer suggests that,instead of focusing on energy pipe,the company should develop thermal power pipes,water pipes,piling pipes and other new products;in promotion strategy,to strengthen advertising and technical marketing;in the sales channels,to expand direct sales channels and establish network marketing.Finally,the writer further put forward some measures to guarantee the implementation of BSG international marketing strategy in order to promote the international marketing of BSG company and other companies of the same type?...