Research On Marketing Strategy Of Overseas Chinese Enterprises

Research on marketing strategy of overseas ChineseEnterprises——Take Fuyao Group as an exampleUnder the background of novel coronavirus pneumonia epidemic in 2020,the economic environment is in a downturn.With trade friction,financial turmoil and political tension,the global external investment environment is not optimistic.Since the implementation of the "going global" strategy in China,the influence of Chinese enterprises in the world has been increasing,and the manufacturing industry has become the key industry of China’s foreign direct investment.Facing the uncertainty of overseas development,many overseas Chinese enterprises want to break through the shackles of development under multiple restrictions and competition.How to adjust the international marketing strategy to meet the changes of market environment has become an important problem for overseas Chinese enterprises.This paper selects Fuyao Group as a typical case of overseas Chinese enterprises in the manufacturing industry for theoretical analysis and case study.Firstly,it introduces the background of Fuyao Group,introduces the case material of American factory,and analyzes the marketing status of Fuyao Group by using 4P,4C and STP theories;secondly,it analyzes the external environment of Fuyao Group by using PEST model in the aspects of politics,economy,society and technology,and uses Porter’s Five Forces model analyzes Fuyao Group’s existing competitive and potential competitive industrial environment,clarifies Fuyao Group’s competitiveness,finally analyzes the internal market environment of Fuyao Group,and determines the competitive advantages and relative disadvantages such as business resources,strategic capabilities and core capabilities;through the above detailed analysis of Fuyao Group,combined with relevant industry trends and enterprise characteristics,puts forward some suggestions in the analysis process Fuyao Group is facing problems and difficulties,and puts forward feasible optimization countermeasures.This paper analyzes and summarizes the marketing environment and Strategies of Fuyao Group in the U.S.market,and puts forward optimization measures for the problems faced by the enterprises,hoping to provide reference for the overseas Chinese enterprises that are entering,stabilizing and developing foreign markets under the current severe international situation.