Research On The International Market Strategy Of Chengdu Xyh Trading Co.,Ltd

The global economy,which from the end of twentieth Century to the beginning of the twenty-first Century,had been in ten years of high-speed growth.After that,it suffered from the subprime crisis in 2008 and 2010 of the European debt crisis,thus the global economy unable to get up after a fall,so far is still low.China as a part of the world economy,it is inevitable to be impact by such big challenge and difficulties.Due to excessive investment,many kinds of industries have to face the problem of over-capacity continue to this day.Under this circumstance,the price war and unnecessary vicious competition could happen anytime and anywhere.Because of the poor demands in the international markets and the chaotic environment in the domestic market,ferroalloy industry as the traditional resources industry is facing more hardships.The research object of this paper-Chengdu XYH trading company,mainly engaged in export silicon metal.Since its establishment in 2010,it always the top 10 silicon metal exporter in China.Though,many negative factor such as: the poor demand in the international market,the vicious competition in the domestic market,restrictions on the national policy of high energy consumption and high pollution ferroalloy industry,anti-dumping tax levied by Europe and the United States market,accelerated pace of appreciation of the RMB,have become the difficulties it must faced,and overcome in the process of export.This paper uses some basic theories of international marketing,real export trade situation combined with XYH company’s own,put forward in line with the business development needs of the international market marketing strategy,and strive to increase the core competence of XYH company in the same industry,achieve healthy,sustainable development.This paper uses the method of quantitative analysis and qualitative analysis.Firstly,introduces the basic situation of Chengdu XYH Trading Co.ltd.Compared its own export data with peer enterprise data from customs,analyzed the demand in the international market;secondly,using the PEST analysis method on macro analysis XYH company international marketing environment;thirdly,using the SWOT analysis method to analysis the strengths and weaknesses of XYH company,and the opportunities and challenges it faces in the international market;and then,around STP of XYH company international market segmentation,target market and the market positioning;finally,based on the 4P marketing theory combine with the product attributes,product price,channels and the possible use of measures to promotion,we put forward the international marketing strategy is proposed to meet the company’s own development needs.This study not only has help on our international marketing,but also has the certain reference value to the other related export traders in the ferroalloy industry.