The Research On International Marketing Strategy Of INNORAPID LIMITED

Rapid prototyping industry is a niche ind ustry that serves in the field of research and development.Simple and primary prototypes have been gradually replaced by automated 3D printing equipment and are moving in this direction.Complex prototypes and low volume production demands are increasingly fulfilled by professional suppliers with comprehensive ability.High-end and potential service,extending from design,project management to one-stop service,aim at low volume production.The market is relatively new and decentralized,a number of giant companies provide the service by acquiring some local service companies.This thesis takes INNORAPID LIMITED as the research object,to expore when the whole manufacturing industry under changing period,how to get rid of the shackles of rising manufacturing costs and find the international marketing strategy to adapt to the current situation,meanwhile bring some reference value to the compaines who have the same confusions.This thesis reviews the basic theories of marketing and inter national marketing.Firstly,using PEST analysis to analyze the macroeconomic environment,and Porter Five Force Model to analyze the competitive environment of the industry.Then,through SWOT analysis tools,analyse the company's advantages,disadvantages,opportunities and threats.Secondly,identifying the market positioning point with the diamond model of market positioning.Thirdly,chosing the right modes of entrying into the target countries through combination with the six factors that influencing the entry into the international market.On this basis,formulated the 4R marketing strategy that takes the relationship,reaction,relationship and return as the elements.Finally,the implementation steps and safeguards are put forward ed,and the effect of marketing strategy is predicted.This article closely integrates the actual marketing status of INNORAPID LIMITED and puts forward five implementation steps,there are sales process optimization,brand repositioning and strengthening,B2 B sales training,information system reconstruction and marketing mode innovation.As well as the safeguard measures to be taken from the aspects of organizational structure,human resources,information system,quality and risk control.The implementation of the marketing strategy will help INNORAPID LIMITED improve its sales performancee,attract more high quality clients,increase its brand influence,thus quickly entering the international markets with the correct model.