The Research Of Marketing Strategy Optimization Of GCI Company

With the development of global economic and internet technology,the international business has greatly promoted.The promotional gifts industry has also developed rapidly.In the international market,gifts product demand has increased year by year.However,the development in different market is extremely uneven.North America market has the largest demand,but the competition in this market is also very fierce.In other gift markets,such as Europe,Oceania and Asia market,the export gift demand is growing obviously by the development of e-commerce,which has attracted many gift enterprises to develop international business in these markets.From the overall view,the international trade of the gifts is still showing a good growth trend.GCI company,which founded in 1995,has entered the gift industry earlier than other companies,and it has stable customers in the North America market.Now GCI company has positioned itself as the number one gift supplier in North America market according to the international trade development situation.This thesis will study GCI’s current international marketing strategy,analyses how to optimize the company’s international marketing strategy.This thesis firstly explains the status of the international gift industry,sorts the related theoretical research of international marketing strategy at home and abroad,and then clarifies the trend of the gift business.According to GCI’s current international marketing strategies,we try to provide optimized solutions to company’s strategy shortcomings.In this research it applies STP theory and 4P theory to analyze GCI’s targeting market strategy and strategy combinations respectively.Through the PEST model and SWOT analysis,we concluded that GCI should continue to take advantage of the North American market,and open online platform to do market expansion in other market.The article makes specific marketing strategy optimization solutions of North American market and do plan for explore different markets.Finally,according to the plan,the safeguard measures are proposed from the perspectives of organizational structure,human resources,and technology.