International Marketing Strategy Research Of S Polarizer Company

As the market demand of consumer electronics products continues growing,the display industry boom is followed.The rapid growth in large-sized panel production in China makes the display industry of China become more competitive.China will have the largest display market of the world in 2019.As polarizer is an indispensable raw material of display industry,large-sized TFT LCD production leads the polarizer market growth.China will become the largest polarizer production base of the world in the next few years.However,due to the rapid growth in polarizer demand and the support of government policies,polarizer makers are increasing rapidly in number and the competition is becoming fiercer.Polarizer makers need to adapt to the current market changes,adjust their business strategies and set up appropriate international marketing strategies.On the basis of international marketing theory research and working experience,the marketing strategy of S polarizer enterprises is analyzed and discussed in this article.There are five sections in this article.The first section of study background introduction elaborates the development of polarizer industry and the technical research route.The second section is a summary of the relevant theories,including 4P theor y,STP theory,the international marketing theory.The third section contains the macro and micro marketing environment analysis based on PEST analysis,the outline of polarizer industry described by Michael Porter's Five Forces Model.According to SWOT analysis,we make specific judgments of S company in polarizer market.The fourth section is the analysis of S company's international marketing strategy.It includes the analysis of marketing strategic objectives based on target market Segmentation,Targeting and Positioning.Then suitable international marketing strategies are described on the basis of 4P theory.The fifth section is the conclusion part.As polarizer supply falls short of demand,S company should optimize product layout,invest prudently,make high-profit adjustment and take the technical marketing route.As a representative enterprise in polarizer industry,S company takes the fourth market share in the world.With the mass production of the new polarizer line in China,the market share of S company continues growing.S company got a definite sales revenue increase in 2018.The international marketing problems S company faced in the process of market expansion are common among similar enterprises.Other enterprises especially the growing private companies in China who want to enhance their competitiveness,expand the international market share can take the research case of S company in the aspect of marketing strategy for reference.