Research On Overseas Marketing Strategy Of Security Service Of DZ Company Under The Background Of "The Belt And Road"

In September 2013,Xi Jinping,general secretary put forward the"silk road economic belt" and Marine silk road" in the 21st century’s cooperation initiative(hereinafter referred to as "area" initiative),more and more Chinese enterprises and citizens start to overseas,to promote the countries and regions along the development of economy and society,build a"political mutual trust,economic mutual harmony,culture include the interests of the community"has injected new vitality.However,we must be soberly aware that at present,due to the political unrest,frequent violent and terrorist activities and the deterioration of social security environment in some countries and regions along the "One Belt And One Road",in recent years,the safety of life and property of our enterprises and employees have been damaged frequently.Therefore,Chinese security service companies represented by DZ company have stepped up their pace in "going global",exploring "diversified and three-dimensional"overseas security services such as training and education,resident security and risk warning,so as to better protect the overseas security interests of Chinese enterprises and citizens abroad.China’s security service industry is an important part of Chinese market economy,to maintain social stability and prosperity of the market economy is huge,but for a long time,due to China’s security services"late start,slow development,small scale,less research on China’s security services,scholars at home and abroad study of China security service"go out"less is more.Therefore,it is of practical significance to study the overseas marketing strategy of security services of DZ company.On the one hand,this study can further enrich and improve the theoretical research on Chinese security services;on the other hand,it has reference value in guiding Chinese security services companies to formulate and implement overseas marketing strategies.The research content of this paper is divided into the following parts:The first part is the introduction,which summarizes the research background,significance,content,method,research literature and possible innovation points.The second part elaborates the theories and methods used in the research,including the service market segmentation,selection and positioning theory,4P,7P and other service marketing mix theories.In the third part,in order to China’s security services on a large scale,"go out" to view summary and sums up the current Chinese security service connotation and characteristics of overseas marketing,based on this,the research is focused on the DZ security services and products of the company,detailing DZ company promote security service marketing present situation of "going out",in-depth analysis of DZ company the main problems existing in the process of marketing.The fourth part,based on the characteristics of DZ company serving overseas Chinese enterprises and overseas Chinese citizens,respectively analyzes the security needs of the industrial market and consumer market,and discusses the segmentation,selection and positioning of DZ company’s security services in overseas markets with the application of STP analysis theory.In the fifth part,first of all,from the perspective of the traditional marketing 4P marketing mix theory,from the service orientation,service,pricing,distribution channels,communication,promotion four aspects,in DZ security services overseas marketing strategy to carry on the analysis and design,secondly,from the perspective of service marketing,7P marketing mix theory,from the service personnel,service process,service marketing.the shows three aspects are analyzed.Finally,the sixth part explains the conclusion of the study and looks forward to the future development trend.The research conclusion of this paper is:at present,compared with the rapidly rising security demands of enterprises and citizens along the "One Belt And One Road" route,DZ company’s overseas marketing strategy of security services has such problems as inaccurate market positioning,low quality of security clothing and backward marketing methods.Therefore,in order to better safeguard my businesses and citizens overseas security interests,promote the security services to "go out" on a large scale,DZ service companies must be profound grasp of the current China’s overseas security market demand situation,repositioning the company can enter the overseas market segments,on this basis,the proposal DZ company integrated use of the brand,pricing,distribution,promotion strategy,such as strengthening the service personnel and service process management,to dominate in the changes of market environment.