Study On The International Marketing Strategy Of S Company

From the 1990s till now,China’s bathroom industry has experienced around 30 years of development.At present,China has become the world’s largest production and sales of sanitary products,sanitary ware accounted for 30%of the world’s total,bathroom accessories accounted for about 35%of the world’s total.However,due to the fierce competition between the local enterprises and the foreign brands,most of the domestic bathroom enterprises are in the low-end market competition with low profits.The international bathroom market is facing three major change at present.First,the international market demand changed,demand in Europe and America decreased and demand for emerging market countries increased largely.Second,the bathroom competition strategy has changed,the economy growth mode should be transformed from extensive mode to innovation and brand strategy.Third,customer demand has undergone a qualitative change,customers tend to buy green,intelligent and integration of the bathroom products.In the new situation,China’s bathroom enterprises should take advantage of the crisis to speed up enterprise restructuring,self-improvement,and develop corresponding practical development strategy,thus expanding the market.This article combines the latest marketing theory "SIVA" to analyze the external marketing environment and internal environment of S company,put forward the marketing strategy and marketing mix strategy of S Company,and resources support for marketing strategy implementation.This paper believes that in the new situation,in order to compete in the international competition,the bathroom enterprises need to take five core strategic measurements.One is to maintain Europe and the United States market;The second is to expand in emerging markets;The third is to accelerate the core competencies;The fourth is to research and develop new products;The fifth is to introduce robot and achieve the bathroom industry automation.