Research On The International Marketing Strategy Of HBIS Under The Background Of "One Belt One Road"

In the year of 2016,the iron and steel industry has been in a very dangerous situation,in order to resolve excess capacity,The President Xi Jinping proposed “One Belt One Road” initiatives.As the important platform of “One Belt One Road” initiatives,Shanghai Cooperation Organization provides development opportunities for iron and steel enterprises.In the new situation,HBIS must seize the opportunities and implement international marketing strategy.Considering the opportunities and challenges that iron and steel enterprises faced,we use theory of international marketing strategy to analysis the current situation and problem of HBIS.Then according to STP analysis,we identify Kazakhstan as international targeted market of HBIS,and determine the international market mode and product in Kazakhstan at the same time.Later we analyze the marketing environment of HBIS in Kazakhstan and identify the advantages?disadvantages?opportunities and threats,thus we propose the targeted entry strategy and international marketing strategy directing to HBIS.Finally we raise safeguards to ensure the smooth implementation of international marketing strategy.As one representative of China's iron and steel enterprises,the study of HBIS is of great significance,we hope that other enterprises can learn something from the implementing process of international marketing strategy.