Research On Global Marketing Strategy For Ito Group On Micro Joining Assembly Equipment

With the rapid development of science and technology,the demand for electronic products in the global market is growing,which has greatly promoted the development of the electronics manufacturing industry.The huge market accounts for the fierce competition in the electronics manufacturing equipment industry.To avoid being eliminated in the fierce market competition,electronic manufacturing equipment suppliers not only need to increase investment in technology research and development,but also need to explore continuous innovation of marketing strategies.Obviously,the gradually saturated domestic market has been impeding the further development of the equipment suppliers.Therefore,international marketing has been becoming a development strategy for more and more small and medium-sized enterprises benefited from global economic integration.However,how to devise an international marketing strategy that can meet the strategic needs has become a difficulty to many small and medium-sized enterprises.This article takes Ito's micro joining equipment(hereinafter referred to as Ito equipment)as the research object and study the solution for the problems generated during its international marketing process by combining the industry characteristics of electronic manufacturing equipment and the context of the international market.At the same time,it can be a reference for domestic small and medium-sized enterprises to explore the international market.This thesis is consisted of four chapters: Chapter One is mainly introduces following content include the research background and significance,the research method and content,the research theoretical basis,and domestic and foreign literature reviews.Chapter One also points out this article will use literature research methods,questionnaire survey methods and case study methods to study the international marketing strategy of micro joining equipment in the electronics manufacturing industry by combining with 4Ps and STP marketing theories.Chapter Two analyzes the current situation and problems of Ito equipment during international marketing.First,introduce the Micro Joining equipment industry and the marketing status of Ito equipment.Second,find out the existing problems of Ito equipment during international marketing based on the actual situation.Finally,analyzes the cause of the problems.Chapter Three analyzes the marketing environment of Ito equipment including macroscopic environment,microcosmic environment and competition environment.First,analyzes the macroscopic environment of Ito equipment with PEST methodology,and then analyzes the microcosmic environment of Ito equipment with Porter's Five Force Model.Finally use SWOT methodology to understand Ito equipment's competition strengths,weaknesses,external opportunities and threats,which are affecting Ito Group's marketing strategies.Chapter Four discusses the improvement of the international marketing strategy for Ito equipment and the required measures to secure the improvement.First,using STP marketing methodology to indicate the suitable target market for each Ito branch with combining the actual situation in various countries around the world.Second,analyze the strength of the Ito Group and propose the improvement for its international marketing strategy by using 4Ps marketing strategy as a theoretical guide.Finally,discuss the effective measures to ensure the improvement including sales team building to improve the sales capability of branch offices,motivation system design to prevent frequent staff turnover,and optimal financing channels selection to ensure the financial support required for marketing activities.