Research On International Marketing Strategy Of JXS Company,a Small And Medium-sized Foreign Trade Enterprise

As the global economy becomes increasingly integrated,international marketing plays a decisive role in the survival and development of the company.The development of international marketing activities resolutely became the focus of attention of small and medium-sized foreign trade enterprises.With the intensification of international competition,how to develop international marketing has become an issue,that every government and company that participates in the global economy needs to discuss in depth,how to find opportunities for development and capital in a complex and ever-changing international market environment has also become an issue.Many foreign trade companies focus on their concerns.At present,with the improvement of people's tastes and material needs,the quality of products of all walks of life has been increasing,especially the products that people often use.Sunglasses are no exception.People's quality standards for sunglasses are not only higher and higher.At present,in the era of scientific and technological development,there is a gradual emergence of substitutes for raw materials for sunglasses,and environmental protection materials have been respected by more and more manufacturers.In addition,the style of sunglasses has been updated relatively quickly,making the sunglasses industry increasingly competitive and at the same time,forcing many.Guangzhou Karuson International Trade Co.,Ltd.(hereinafter referred to as “ JXS Company ”)is a small and medium-sized foreign trade enterprise engaged in the sunglasses industry.Under the current situation of rapid development and fierce competition,how to maintain innovation,increase product competitive advantage,and differentiate itself from the market?Occupancy rate and the use of the right international marketing strategy to expand the international market position is the problem that JXS Company urgently needs to solve.This thesis takes JXS company as an example and analyzes its international marketing strategy.Its research mainly starts from the following aspects:The paper firstly analyzes the background,theoretical and practical significance of this research,reviews and analyzes the related research on international marketing of foreign trade companies at home and abroad,and then puts forward the content and methods of the research on this basis.Secondly,the related theoretical basis of the research of the subject was combed.This section mainly defines marketing,marketing,international marketing and other related concepts,analyzes the marketing STP ? 4P theory,through the review and combing of relevant theories,to provide theoretical support for the following analysis of the problem and solve the problem;Some of them mainly use PEST,Porter's five force model,SWOT analysis and other methods to analyze and research the international marketing macro environment and internalenvironment that JXS company faces,and provide basis for enterprises to formulate international marketing strategies.The fourth part gives a detailed analysis of the current status,existing problems and causes of JXS's international marketing.Research shows that JXS's international marketing strategy has problems such as unclear product pricing,too long sales channels,and incomplete promotional activities.In response to these problems,the last part of this paper will increase the R&D funds for myopic sunglasses,gradually improve the system for new product development,and increase the construction of its own brand;as for the quotations requested by customers,it shall be handled in a timely manner to shorten the quotation time and according to the development stage of the company.Different,flexible use of different pricing strategies;specific customer feedback,regular on-line training to gain customer trust,and to actively play a role in public relations;use of Internet marketing methods for international business activities,deepening with local companies Cooperation,implementation of localized marketing strategies,active integration of advantageous resources,advancement of multinational corporations,etc.proposed strategies to solve the company's international marketing issues and corresponding safeguard measures.Through the research of this article,JXS will provide international marketing strategies and methods with practical operational value for solving international marketing problems and adapting to the development of the international market.At the same time,it also hopes to provide reference and reference value for similar foreign trade enterprises of the same type to solve similar problems.