Research On Spring Export Marketing Strategy Of Xiamen QY Company

Small and micro enterprises,as a new type of micro economic entity,have become a very important part of China’s foreign trade development owing to its flexible operation mechanism and market adaptability,the healthy development of small and micro companies has also great realistic significance for promoting the rapid growth of national economy.At present,every country in the world has required high level for basic part components industry in terms of transformation and upgrading of the whole industry.Spring industry is a tiny industry among the whole manufacture,but it does play a very important role in plenty of applications as a fundamental component.Xiamen QY company is a small and micro enterprise,specializing in manufacturing hardware springs,has been involved in exporting trade recently.However,due to the slow recovery of global economy,weak demand of international market and occupation international market of China by Southeast Asia countries,Xiamen QY company who just enters into international market for a short time urgently needs to enhance international competition to cope with the uncertain global economy by working out appropriate export marketing strategies.First the thesis makes an introduction of background and significance and reviews the relevant marketing theories,and then describes Xiamen QY company’s current export marketing situation to summarize its features and problems.Furthermore,using SWOT method to find out the advantages and disadvantages as well as the opportunities and threats based on the study of macro and micro environment which QY company lives in,next determine the choice of target market and market positioning with STP theory.At last,according to 4Ps theory,the export marketing strategies that Xiamen QY company applies in international market are redesigned,and also related measurements are formulated to ensure the successful implementation of those marketing strategies.Through the example of Xiamen QY company,this paper offers some suggestions and references for mall and micro spring enterprises about how to make export marketing strategies toward oversea spring market and how to explore international market in the post-crisis era.