Analysis Of HL Forklift International Marketing Sales

In the report to the 19th national congress of the communist party of China(CPC),it said that China should "expand foreign trade,foster new forms and models of trade,and build itself into a strong trading country." This shows that foreign trade has gradually become an important force to promote China's economic development.According to the international association of industrial vehicles,according to data released in 2016,the world industrial total sales of 1.153 million vehicles,forklift sales of about 268600 vehicles in China,accounting for 23%of the world's total sales,is the world's largest forklift sales market,including vehicle exports to 172 countries and regions in the world,167000,China's industrial vehicle car industry more and more dependent on the international market,because China has a lower labor cost,the advantages of the complete vehicle and parts industrial base,as Europe,America,Japan and other economic transfer of industries in the developed countries,In the international industrial vehicles play an increasingly important role on the stage,not only is the world's largest vehicle market industry,is also gradually become the world's industrial vehicle production center,according to China forklift,the current domestic machine manufacturers reached about 200,an overall surplus of production capacity,domestic competition manifests the white-hot,with the development of economic globalization,go out and become enterprise common pursuit in the field of national industrial vehicles.HL forklift truck company is the leading enterprise in the industry that has maintained the first position of domestic market share for 26 consecutive years.However,it has not made a big breakthrough in international marketing for many years,and the quantity of export forklift trucks has not achieved a breakthrough,and it has not opened a significant gap with its major domestic competitors.On the basis of consulting and learning enterprise internationalization theory and relevant marketing theory,this paper combined with the current production and operation status of HL forklift company in the international market to conduct an in-depth study on its international marketing strategy.Firstly,it analyzes the external market and internal organization and management environment of HL forklift truck company.Specifically,it can be divided into:export status of domestic industrial vehicle enterprises,development status of world industrial vehicle market environment,and analysis of global forklift truck manufacturing development and competition situation.Secondly,based on the industrial characteristics and policy trends,it focuses on how to improve HL forklift's international market share.Finally,the SWOT matrix is combined to analyze HL forklift's own advantages and market opportunities and challenges,and the final results are used to improve the scientificity and accuracy of strategy design.On the other hand,from the product,price,channel and promotion on the content detailed analysis,put forward the layout of the international market feasibility plan.In order to ensure the effectiveness of the implementation of the above contents,we,starting from the internal perspective of HL forklift company,take reasonable safeguard measures to ensure its smooth implementation and lay a solid institutional guarantee,personnel guarantee and strong technical foundation for its entry into the international market.This paper analyzes the macro environment of HL forklift company's international market with PEST method.Porter's five forces model was used to analyze the competitive environment of HL forklift in the international market.SWOT matrix was used to analyze the advantages,disadvantages,opportunities and threats of HL forklift.Based on this,put forward HL forklift international marketing strategy plan and implementation guarantee.To be specific,in terms of product strategy,we should firmly follow the independent product research and development route and increase investment and attention on research and development.Implement product differentiation strategy,maximize the development and utilization of the company's r&d advantages and resource advantages;Implement regional product segmentation strategy to segment the international market according to product types,so as to facilitate more detailed marketing management;In terms of price strategy,80%of the important customers in the market should be captured in accordance with the "80/20 rule",and the best quality products and services should be provided to them pertinently.In pre-sales and after-sales work,customer satisfaction should be the starting point.According to long-term cooperation customers can give appropriate price preferential treatment;In terms of channel strategy,the core content is to take internal growth as the foundation,simultaneously try to carry out strategic alliances in the modes of authorized operation,joint venture and cooperation,and launch overseas merger and acquisition plan or build factories in overseas markets when appropriate.On the promotion strategy,the first is to improve the global marketing services network,through online line down to jointly promote the diversification of global marketing,by participating in the exhibition,to participate in activities sponsored or social activities to promote brand image and value form of ascension,according to the actual or personalized customer demand in order to develop personalized various value-added services.In order to better enable the above strategies to be effectively implemented,this paper specifically elaborated from the six aspects of research and development,marketing,human resources,production and operation,information management and customer relationship management.It is hoped that these analyses can provide some Suggestions for HL forklift company in the selection of international marketing strategies,so that HL forklift company can better go out.Although the research data and information in this paper come from specific enterprises,the research methods and marketing ideas used in this paper also have practical significance for similar enterprises in China,and also hope to play a certain reference significance for other domestic equipment manufacturing industry to go out strategy.