Research On Overseas Marketing Strategy Of ZM Mining Construction Group

With the continuous enhancement of domestic science and technology strength,China's foreign trade presents a trend of high value-added and high technology,and the structure of import and export trade is further optimized.In addition,with the increasingly serious problems of environmental pollution in China and the problem of overcapacity in coal production,the design of mine engineering and the domestic business of the general contract in the upstream of the industrial chain are frustrated,and are facing a more serious development dilemma,so many enterprises have taken the strategy of overseas market.The lack of in-depth understanding of the overseas market,the lack of professional national engineering contracting and construction personnel and related experience,coupled with the increasing pressure on the downside of the world economy,and the economic decline of the major export regions in Asia and Europe,makes the development of overseas markets lack of strength.In order to get out of difficulties,many enterprises realize the importance of formulating strategies for overseas market development,and regard overseas market development as the primary task of enterprise development.The central coal mine construction group is a first-class qualification for the total construction contract of the mine engineering construction,the first grade qualification of the building,the municipal public,the electromechanical installation and the highway engineering construction.The main business includes the mine engineering construction and the mining equipment.But in recent years,it has been subjected to the policy environment,the economic environment,the social and cultural environment,and the environment of the social and cultural environment.The impact of technological environment and changes in customer demand on international business is becoming increasingly poor.Therefore,it has become one of the development problems that the company needs to solve urgently to study the complex environment of the company's international business and make the corresponding overseas market development strategy and strategic planning.Based on this,this paper takes the coal mine construction group as the research object.According to the related marketing theory and the international marketing theory,this paper makes a detailed and detailed study on the external marketing environment,the internal marketing environment and the competitive environment of the company's international business by using the PEST analysis,SWOT analysis and STP theory,and combines the characteristics of the international market and the market.The accurate positioning of the target market determines the marketing strategy that suits the company's overseas market development,and formulates corresponding safeguards for it.The specific research contents of this paper are as follows: The first chapter is an introduction,the main content includes the background and significance of the topic,research content and methods;the second chapter is the theoretical basis,the main content includes marketing strategy related theories and marketing analysis tools;the third chapter is the analysis of overseas marketing environment of ZM Mine Construction Group,mainly including It includes macro-environment analysis,competitive environment analysis,internal environment analysis and SWOT analysis of overseas market;Chapter 4 is the analysis of overseas marketing status and existing problems of ZM Mine Construction Group,including the analysis of overseas marketing status of ZM Mine Construction Group,the status quo of overseas marketing strategy of ZM Mine Construction Group.ZM Mine Construction Group's overseas marketing problems analysis;Chapter 5 for ZM Mine Construction Overseas marketing strategy formulation,the main content includes overseas marketing strategy planning,overseas marketing strategy formulation;Chapter 6 for ZM Mine Construction Overseas marketing strategy safeguard measures,including the main content of the group Weaving support,human resources protection and system guaranteeThe conclusion of this paper not only makes the international business of coal mine construction group achieve leapfrog development,but also enriches relevant theoretical research,and plays a certain guidance and reference for the development of mine engineering enterprises in the same development period in China.