HT Petroleum Equipment Company's International Marketing Strategy Improvement Research

Since China joined in the World Trade Organization,the international development of Chinese petroleum equipment enterprises has been growing faster and faster.Most of the enterprises are constantly exploring the ways to the international market.Influenced by a variety of internal and external factors,the development of petroleum equipment enterprises in the international market faces great challenges.It is urgent to enhance the international competitiveness of Chinese petroleun equipment companies and research the international marketing strategy of petroleum equipment enterprises.It is the most important issue for the Petroleum Equipment Corporation to formulate the correct international marketing strategy and locate the target market rationally in the face of the complex international and domestic environment.This paper takes HT Petroleum Equipment Corporation as the research target and bases on the moden international marketing and strategic management combining with the characteristics of international oil equipment market.It analyzes a great deal of the international oil hot market and the competitors' information and data.It designs and presents the international marketing target market selection and marketing strategy system of HT Petroleum Equipment Corporation using the method of theory and practice and qualitative,quantitative,comparative,case analysis and other methods.First,this paper summarizes the international marketing theory 6Ps,analyzes the international marketing status of HT Petroleum Equipment Corporation deeply and finds out the problems.The main problems are high maintenance rate,meager profit,unsustainable sales and over-reliance on price cuts for competition.Next,it analyzes the reasons of the above problems.The reasons are that the product design quality standard is not in line with the International standard totally,the cost is high and the payment terms are harsh,the sales channel is also very simple and there is lack of systematic marketing strategy and it is influenced by the international trade risks and the protection barriers.Then,it analyzes the internal and external environment of the international marketing faced by HT Petroleum Equipment Corporation using Michael Porter's Five Forces Model,SWOT analysis and other theoretical methods and means comprehensively and defines its own advantages,disadvantages,opportunities and threats and defines the key elements of international marketing success.The company has many yearsrexperience of the international marketing and has taken a slice of the market,but the international market is highly competitive that HT needs to search for more opportunities by exploring new marketing strategies to expand the sales.Finally,it segments and positions the international market of HT Petroleum Equipment Corporation by applying the marketing strategy theory(STP analysis).It selects the target market basing on the actual situation and positions the corresponding market.Except the high-end markets such as Russia,Canada and America,and the hot markets such as the middle east and central Asia,HT needs to strive to explore the African market.According to the results of SWOT analysis,this paper uses STP analysis method and 6Ps theories to improve the international marketing strategy of HT Petroleum Equipment Corporation.Strengthen the research and development of new products.Improve the technical content of the products.Develop the products to meet the international market demand.Develop the high-end products.Strengthen the brand building.Control the administrative expenses,financial expenses and production costs.Set the prices in line with the product value maximization and deal with the price competition.Expand the online marketing channels.Construct the whole-process promotion strategies.Avoid the political and economic risks and improve the public relations.Pay more attention to the value marketing.While ensuring the Middle East and other markets,HT will actively develop the African market and strengthen the overall marketing and marketing strategy execution.