Kesearcn On Haitian's International Marketing Strategies

After China joining the WTO,and along with the process of economic globalization,internationalized operation has become inevitable for enterprise development.The Chinese condiment industry is a traditional food industry in which the internationalized operation of enterprises are still in the initial stage.They generally export products according to the trade situation,and lag far behind transnational food corporations in the world in terms of both the operation capacity and marketing capacity.Since the opening up to the outside world,foreign transnational food corporations have been swarming into the Chinese market,which emphasize market development in China.Such corporations as Unilever,Nestle,Lee Kum Kee are all permeating deeply into the Chinese condiment market by means of establishing factories,acquisition,and other business behaviors,thus exerting a lot of pressure to local condiment enterprises to pursue further development.Meanwhile,a phenomenon of high level of concentration ratio in the industry is appearing domestically.Some enterprises aiming at great development,such as Haitian,Chubang,Donggu,and Qianhe,have increased their market shares through rapid development.In the context of economic globalization,and in the circumstance filled with two kinds of pressure:intensifying internal competition,arriving of powerful external rivals,overseas markets become more and more important for Chinese condiment enterprises,which shall be active in participating in global markets,compete in the world,improve their capacities in multiple dimensions,and maintain sustainable development.Haitian Flavoring and Food is one of the best condiment enterprises in China.With a forward-looking vision,company leaders took four measures:introducing foreign production lines stage by stage to enhance productivity;establishing a distribution network nationwide through network layout;building marketing teams to improve the company's sales capacity;investing more in scientific research to improve its capacity of product research and development.Such measures help Haitian Flavoring and Food develop rapidly to be one of the representatives of Chinese condiment enterprises.By virtue of its technological superiority and scale advantage,Haitian has the chance to stride toward vaster markets in the world.In order to cope with the incoming fiercer competition in the Chinese market,and get prepared for long-term development with certain reservation,Haitian must promote the course of internationalization,which means it shall plan for overseas market entering with a forward-looking vision in advance,revitalize national brands,and increase its market shares in the international market.In this paper,the author first sorts out existing literatures on the theories of strategic management,international direct investment,etc.to lay a theoretical foundation,and then takes Haitian Flavoring and Food as the object of study to learn about its course of internationalization and practical experience in the process,and finally makes a strategic suggestion of internationalized operation in three dimensions:macro environment,competitive environment,and internal resources.The author also makes market segmentation in accordance with the STP strategy for Haitian's international markets,and determines that the U.S.,the Republic of Korea,and the Southeast Asian market shall be its target markets.In addition,the author finalizes a market orientation strategy.In this paper,taking a representative enterprise in the condiment industry as the study sample,and conducting research on its course of internationalization through analysis,the author draws a conclusion about development,which is valuable and of practical significance since it may serve as a reference for other domestic condiment enterprises.