Research On Marketing Strategy Optimization Of HY Foreign Trade Company

With the continuous deepening of reform and opening up,Chinese enterprises have not only satisfied the domestic market,but have achieved world-renowned achievements in the expansion of overseas markets in recent years.Under the guidance of the vigorously developing foreign trade policy in the country,our country has carried out foreign trade activities in all walks of life.However,as the number of companies participating in foreign trade continues to rise,competition has also intensified in domestic foreign trade activities,and foreign trade activities have also gradually transformed into a multi-angle,multi-level,and multi-technical comprehensive business activities,starting from which relies solely on human resources to expand the market.In order to effectively carry out foreign trade activities,it is necessary to adopt scientific and practical foreign trade marketing strategies and provide effective guidance for foreign trade activities.HY foreign trade company is a foreign trade company which takes metal raw materials and metal products as products.It benefits from the early stable customer resources of the company’s leadership overseas,and the low-cost marketing route of the company,the company has achieved rapid development in the early days of its establishment.However,with the development of the customer resources of the leadership in the company is exhausted and the cost of raw materials is raised,the effectiveness of the relationship marketing and low-price marketing strategies has been severely affected in the company.This thesis takes the foreign trade company HY as the research object,analyzes the current problems of the company in foreign trade marketing,and combines the marketing experience of excellent foreign trade companies at home and abroad to explore foreign trade marketing optimization strategies for HY company.This thesis first analyzes the company profile and marketing environment based on the understanding of the foreign trade company HY.In the work,the method PEST is adopted to analyze the political environment,economic environment,social environment and technical environment of the foreign trade company HY.This paper uses Porter’s five forces model to analyze the bargaining power of hy foreign trade company in suppliers and clients,the threat of potential competitors and substitutes,and the competition degree of competitors in the industry;Through these detailed analysis,a thorough understanding of the foreign trade company HY can be achieved.Then based on the analysis of the internal and external environment of the foreign trade company HY,combined with my understanding of HY,as well as the existing marketing strategies and foreign trade problems of HY,the cause of these problems is further analyzed and a basis for finding and optimizing the marketing strategy of HY is provided.Later,in order to help HY expand overseas markets and improve the operating efficiency,the experience of excellent foreign trade companies at home and abroad such as Alibaba,Amazon,and British Carrier is referred.Combined with the reasons for the current problems of HY,the marketing 4Ps theory is mainly used and a series of foreign trade marketing optimization strategies from product strategy,channel strategy,price strategy,promotion strategy,etc is put forward.Finally,from the perspective of the enterprise itself,the guarantee measures of marketing strategy are put forward to ensure that the optimized marketing strategy can be effectively executed.