| In the "Nineteenth National Congress" report,it mentioned "expanding foreign trade,cultivating new modes of trade,and promoting the construction of a strong trade country." Foreign trade is an important force driving China’s economic development.Domestic enterprises are faced with the coexistence of risks and opportunities in the process of expanding overseas.How to seize opportunities,avoid risks and consolidate their position in the international market competition has become a problem they need to solve.In order to solve these problems,domestic companies are constantly trying various international marketing strategies that suit themselves,which has become an important factor in their ability to win in the fierce international competition.As an equipment manufacturing industry for China’s economic development and national defense infrastructure,the state has clearly defined the automobile industry as one of China’s key industries to support development in the future.As part of the automotive industry,passenger cars have developed rapidly in recent years.According to the statistics of China Bus Statistics Information Network,the current average annual demand for overseas passenger car market is about250,000 units,while China’s export volume is only about 20,000 units,which has a large market space.As a well-known enterprise in the Chinese bus industry,Yutong Bushas ranked first in the world for its export performance for many years.This is enough to show that the company has certain merits in international marketing.The company has certain reference significance for Chinese bus companies to explore overseas markets.Based on the understanding of relevant theories such as marketing and international marketing,this paper combines the research status of domestic and international bus industry to carry out more detailed and in-depth research on the international marketing of Yutong Bus.Firstly,PEST is used to analyze the external environment of Yutong Bus International Marketing.Secondly,quantitative research methods are used to analyze the export competitiveness of China’s bus industry.Combined with the internal capacity and resource analysis of Yutong Bus,it is further found that there are products,and products in Yutong Bus International Marketing.In terms of price,channel and service,we will formulate optimization and implementation safeguard measures for Yutong Bus’ s international marketing strategy. |
