Research On American Marketing Strategy Of Customized Metal Badges In U Company

With the increase of the number of export enterprises and the trend of integration of industry and trade,the competition for sales-oriented enterprises is more and more fierce.In such an environment,how to develop the marketing strategy of company U is the main problem the company faces.Because the homogeneity of products is very serious,the technical threshold of metal certification itself is relatively low,so the competition between companies is more reflected in a sales strategy,rather than the product itself.In this paper,custom metal certification of U company is taken as the research object.Firstly,the research status of this field,including the trend and production factors of custom metal certification,is described through relevant literature review,and the development process of this metal certification product is described.Secondly,through the macro environment analysis,competitive environment analysis,consumer demand survey and data analysis,and with the help of PEST,porter's five forces model,SWOT analysis and other methods to summarize its portfolio strategy.U company is faced with the external and internal environment of foreign trade marketing analysis and research,foreign trade marketing strategy for enterprises to develop reference.Then,with the help of STP and 4P marketing mix,the current marketing situation and existing problems of U company were sorted out in detail.Finally,the paper proposes the marketing improvement strategy which is in line with the current situation of U company.The research shows that the marketing strategy of U company has problems such as lack of product features,lack of price stratification,single sales channel and lack of systematic promotion activities.In view of these problems,this paper gradually distinguishes different types of customers by increasing the market segmentation of metal badges,and at the same time increases the sales team to provide matching services for the target customers.According to the different development stages of U company,the target customer groups are selected accordingly.Through the combination of online and offline ways to develop professional metal certification customers,lay a foundation for U company to increase market share.