Research On Overseas Market Expanding Strategy Of QJ Compressor Company

The refrigeration compressor is the core of the refrigeration system.The performance of the compressor determines the performance and characteristics of the refrigeration system.In recent years,the domestic refrigeration compressor industry has made great progress,and more than60% of refrigerator compressors in the global market are produced in China.After years of development,the refrigeration compressor industry has a certain scale and development system.However,the current domestic market growth is weak,although the production and sales have increased,it still can not meet the needs of enterprise development.In contrast,the export sales of refrigerator freezer compressors have increased significantly.The situation that domestic sales of refrigeration compressors are sluggish has prompted refrigeration compressor manufacturers to step up their efforts to expand overseas markets.By consulting the literature,referring to industry journals and website data,the market situation of refrigerator freezer compressors in the world was analyzed,and the main distribution areas of compressor outlets were found.Through the analysis of the sales situation of QJ Compressor Company in the global market,it is found that the export distribution area is basically consistent with the overall export trend of the industry,and it shows a good growth trend.Through the PEST model,this paper analyzes the political,economic,social,cultural and technological environment of the global compressor market from the macro aspect.And through the Porter Five Forcemodel,this paper analyzes the competitiveness of the compressor industry.Then the paper analyzes the current situations of compressor industry,including the status quo of overseas marketing.And by using STP analysis method,this paper analyzes the general situation of QJ Compressor Company,and explores its target market and target products.Finally,the 6Ps marketing mix are developed to help QJ Compressor Company to consolidate its overseas competitive market,expand its overseas disadvantages and blank markets,and propose safeguards to assist the marketing mix's implementation.This paper makes full use of international marketing analysis methods such as PEST analysis,Porter's Five Forces Model,and STP analysis to analyze the international marketing environment and marketing status of refrigerator freezer compressors.It analyzes the basic situation,marketing overview and marketing Problems of QJ Compressor Company,analyzes segmentation and product positioning of overseas markets,and then designs6 P marketing strategies for the target market,trying to solve the problems of overseas marketing of QJ Compressor Company and expand overseas markets quickly and efficiently.Finally,safeguard measures are proposed to assist the successful implementation of the 6P marketing mix strategy.This paper is based on the practical problems of the compressor industry and QJ Compressor Company.By analyzing the industry and QJ Compressor Company's profile,environment and existing problems,this paper tries to use the theory and analysis methods of international marketing to explore a set of effective overseas market expansion strategies for QJ Compressor Company.Besides,it can also provide ideas for other companies that interested in expanding and grabbing overseas market share.