Research On International Marketing Strategy Of Furniture Equipment Products Of NX Company

Since the reform and opening up for more than 30 years,China's manufacturing industry has undergone rapid development,emerging more and more outstanding manufacturing enterprises,which have made tremendous contributions to the economy of China as well as the world.As a furniture and equipment manufacturing company with more than 20 years of history,NX has witnessed and experienced the development and progress of China's manufacturing industry,NX is a company mainly engaged in R&D,production and sales of furniture and equipment.With years of technology precipitation and accumulation,it has mastered a number of core patent technologies.The products are well known in the domestic furniture and equipment market with high precision and high stability.Has achieved good results.However,as domestic competition continues to intensify and the market becomes saturated,NX has to shift more attention to the international market with broader market prospects and greater development space.In the development of international market,NX's marketing strategy is mainly based on experience and intuition,lack of corresponding data support and theoretical guidance.The rationality and scientificity of current international marketing strategies are debatable.This thesis takes Company NX as the research object and adopts a scientific analysis method in order to find out the real problems in the current international marketing strategy of Company NX.Based on the market environment and the situation of the enterprise itself as well as the relevant theories of marketing,the paper expects to find out the solution to the problem and instruct the Company NX to achieve breakthroughs and development in its international marketing activities.First it analyzes the external environment by PEST Model,the industry competitive environment by Michael Porter's Five Forces Model,and the internal strengths and weakness and external opportunity and threat by SWOT Model.Then,it points out the problems existing in the current marketing strategies.And then,it segments the markets,selects the targeting markets and positions the markets by using STP theory.Finally,based on 4Ps theory,it improves Company NX's product strategy,price strategy,channel strategy and promotion strategy,and proposed the implementation measures of the marketing strategies.The author hopes that the results of this paper will not only provides solutions for Company NX's international marketing strategy,but also provides reference for other furniture equipment companys who intend to exploit the international market.