International Marketing Strategy Of ZQ Co.,LTD

At present,the world economic growth is slowing down,the trade situation is tense,the trade barrier has further worsened the economic development situation.For the first time in many years,the auto industry has seen a trend of declining production and sales.The demand for auto parts has declined,and the auto parts industry is faced with increased overcapacity and competition.At the same time,the United States as China’s aluminum alloy wheel exports the largest country,sino-us trade friction on both sides of the trade has caused a significant impact on the future direction of trade on a shadow.ZQ is mainly engaged in the manufacturing and export of aluminum alloy wheels,and the American market is the largest market of ZQ.Under the influence of sino-us trade war,the profit margin is compressed;At the same time,due to the aluminum alloy wheel industry overcapacity,and the decline in market demand,the company’s international marketing work is facing unprecedented challenges.In view of the current complex international and domestic political and economic forms,this paper takes ZQ company as the research object,analyzes the future development trend of the wheel hub industry,and according to the macro and industrial environment,develops the international marketing strategy suitable for the development of ZQ company.First of all,the research literature at home and abroad and the relevant theoretical basis were sorted out,providing a certain theoretical basis for the study of this paper;Secondly,the marketing status of the enterprise is analyzed,and the existing problems of ZQ company in international marketing are put forward.Thirdly,through the analysis of PEST analysis and porter’s five forces model,it finds the external environment and industry competition environment that the company is facing.Fourthly,through the introduction of SWOT analysis,the advantages and disadvantages of the company are found,the external opportunities and challenges are identified,so as to put forward a new marketing strategy,and then develop the corresponding marketing strategy under the guidance of the marketing strategy;Finally,through the development of a series of safeguards to ensure the effective implementation of the new marketing strategy.This paper finds out the problems existing in ZQ company’s international marketing at present,finds out the new breakthrough suitable for the company’s marketing development,and finally formulates the strategy of continuing to stabilize the American and Japanese markets and developing the markets of South Asia and ASEAN countries in the future.Then it puts forward the corresponding marketing strategies in the aspects of market,product,price and brand,in order to ensure the company’s business continues to grow steadily.The research conclusion of this paper not only plays a decision-making reference role for the future development of ZQ company,but also has certain reference significance for other enterprises of the same type.