Research On Export Marketing Strategy Of S Company's Measuring Tool Products

With the development of China's industrial economy,China's mechanical products have gradually occupied an important place in the international market.As the basic accessories of the mechanical products,the measuring tools have also developed rapidly.However,in recent years,with the slow recovery of the international economy,and more and more frequent trade frictions and protection among countries,China's mechanical products are facing a tougher export environment.S company is a trading company whose main business is exporting mechanical products.And measuring tools are one of the main products of the company.Although the exporting sales of S Company has been increasing year by year,its gross profit not increased significantly and even fell in 2018.While S company's facing changes of external economic environment,its marketing method is relatively simple and not flexible,which declines its competitive advantage gradually.Therefore,based on the relevant marketing theories,to sort out and analyze the marketing problems faced by S company,will not only directly affects the competitiveness of the company's measuring products exporting,but also can provide necessary theoretical support for adjusting its marketing strategy to meet the long-term development under the current economy.This paper first analyzes the marketing environment of S company's measuring products export through the PEST,five-force model and SWOT analysis,which finds out the external opportunities and threats as well as the internal advantages and disadvantages of the company.Then,STP theory is used to analyze the target market and market positioning of S company's measuring products export.Combined with the analysis of S company's marketing situation,the existing problems in the export of S company's measuring tools products reflected through the analysis are as follows: on the one hand,the market is too concentrated,and according to different market competition environment,the company mainly adopts product strategy and price strategy,but rarely conducts differentiated marketing.On the other hand,S company's maintenance of old customers is inadequate,its independent brand marketing is not perfect and its single marketing channel,which weakens S company's comprehensive competitiveness.To solve the current problems,this paper uses the 4P and 4V marketing combination theory to improve the marketing strategy of S company's measuring products export.Specifically,it includes the value-added marketing strategies combining products,service and brand,differentiated marketing strategy of pricing and promotion,channel strategy and the other strategic improvement programs.Finally,through the improvement of the company's personnel,organization and performance assessment system to ensure the smooth implementation of the whole marketing strategy.Specifically,it includes the readiness of marketing personnel,the improvement of the marketing skills and service concept of internal staff,the corresponding work process and coordination between departments.This paper,on the one hand,will not only help enhance the market competitiveness of S company,but also can provide theoretical support for the sustainable development of S company,especially for its measuring products export.On the other hand,it also can enrich the marketing practice for similar peers in China.