The International Marketing System Improvement Research In J Company

As one of the main building materials,flat glass plays an important role in our national economy.The whole glass industry grows fast during the rapid national economy's development in the past thirty years,not only on the industrial scale,but also on the technique and quality.It makes China the biggest glass country all over the world.The glass enterprises focus on marketing aboard,by attending to international competition and developing the international marketing.J Company is a typical glass manufacturing and processing company in China glass industry,with the business scope from product R&D,raw glass production,glass processing to product marketing and service.The products covers seral series including rolled glass,functional fabricated glass,solar glass,etc.J Company developed international marketing earlier and got achieved significant volume export,with the markets from domestic to overseas more than 60 countries and regions.The paper analyses the international market competion envioronment and the whole glass industry situation,summarizes both the domestic competitors' situation and the overseas competitors' situation in the international market,and then summarizes and analyses J Company's international development history,summed up three stages of J Company's international marketing development: product exporting stage,channel constructing stage and brand constructing stage.On the basis of these summary and anylasis,the paper finds out the issues and problems in the current international marketing system by means of STP marketing strategy theory and 4Ps theories,etc,combining with J Company's current development situation and the future development needs.The paper furtherly refreshes J Company's international marketing system,and finally proposes the international marketing system improvement programme from several aspects of internal target market segmenting and positioning,international market channels developing and brand constructing,different countries market marketing system,and the international marketing orgonizational model.At the end the paper proposes the operational safeguard measures of the marketing system after its improvement,such as to adjust the marketing organizational structure,to perfect the management process and procedure,to pay attention to the international marketing team building,to strengthen market researching ability,as well as to improve the international marketing strategy innovation ability.