Study On International Marketing Strategy Of A Rubber Hose Company

As a very important strategic resource of China,rubber products play a great role in promoting the economic development of our country.And rubber hose,as one of the rubber products,its development also play a major role in the improvement of our country’s comprehensive economic strength.After many years of rapid development,more and more manufactures have begun to produce rubber hoses in China.However,the demand for rubber hoses no matter in domestic market or oversea markets has become increasingly saturated.What’s worse,under the dual influence of foreign and domestic economic turmoil this year,the overall situation of rubber hose industry is not optimistic.On demand side,with the intensification of the worldwide trade protectionism,specially the deterioration of the Sino-US trade war,the export of rubber hoses of our country,which have traditional advantages,has frequently encountered difficulties in exporting abroad;on the production side,due to the long term irrational expansion,there are a larger number of backward production capacities in rubber hose industry,and many companies have been closed down in only 2019.Under this background,A rubber hose company,as a small and medium-sized enterprise depending on the production and export of rubber hose,felt the real pressure to survive.In the past more than 10 years of development,A company has experienced both a rapid development stage and a negative sales growth rate stage.In recent years,the oversea sales performance of A company has grown weekly and and it mainly depends on the U.S.Market but the Sino-US trade war makes the A company faces the challenge of being compressed in the overseas market.Only by adjusting its international marketing strategy can A company survive and continue to develop.This article takes the rubber hose export industry as the research object,and uses relevant analysis tools of international marketing to analyze the international macro environment and industry environment of rubber hose export.And on the basis of this,combining with the current international marketing status of A company,it summarizes the problems of A company.Subsequently,based on the international marketing strategy goals of A company,based on the STP model to analyze A company’s target market and products’ market positioning,and it optimizes international marketing strategy of A rubber hose company from four aspects: product,price,channels,and sales promotion.In the channel strategy,this article puts forward a new channel structure which combines online and offline together.In the process of completing this article,the author consulted a large number of background materials and theoretical literature,hoping to optimize a set of international marketing strategies for A company by integrating theory with practise.And also hope these optimized strategies can help A rubber hose company survive and expand more overseas market in this not optimistic environment and realize the positive growth of the export sales.And also hope the optimized solution can give some help to those small and medium-sized enterprises,especially those in the same rubber industry who are facing the hard international market environment,...