A Research On Product And Price Strategy In International Market For YT Company

At present,traditional manufacturing is facing a huge challenge and gradually transferring from B2 B to B2 C.It is a great impact on the traditional sales model.Therefore management vision to make long-term marketing planning is particularly important.YT has entered the consumer electronics industry since 1999.Facing various unfavorable factors at home and abroad,YT company has still achieved a good development in the international market,in particular,it has achieved relatively good results in the European and America market.Take YT company as the research object,through its twenty years of overseas development experience,this paper makes the analysis and summary for the company's overseas market development and the existing problems.It uses STP theory to help the company position correctly in the international market.Then it analyzes the external environment and the internal core competence in detail by using2P(Product and Price)of the 4Ps theory.It also puts forward the countermeasures and suggestions as follows.On the product side,it increases the competitiveness of enterprises through the improvement of quality,focusing on product design,the implementation of product differentiation strategies and product mix marketing;On the price side,it doesn't compete on price,increases the competitiveness of enterprise,overcomes pricing difficulties,seizes pricing advantages,controls the risk of price fluctuations,and flexibly uses psychological pricing strategies,so as to master the initiative and gain profits for the company.It is the main way to adapt the international competition by international market expansion.In this paper,the author also hope to analyze the growth experience of YT company and the current situation of its overseas market,so as to put forward more specific strategies and measures for its overseas expansion.It provides some suggestions for the development of the company,combining with my understanding of practical work,and provides a reference for my enterprise in the future.