Research On The International Marketing Strategy Of Rizhao FJ Company Sports And Fitness Products

By the continuous development of global economy and the increasingly fierce market competition,domestic trade companies are facing huge challenges under international marketing.Facing of low technical content and low-end overcapacity situation in China’s sports and fitness industry,making hardly obtain part of market share in the international market.Rizhao FJ Company,facing various and unfavorable factors from the international market and under the impact of COVID-19 since 2020,the export of Rizhao FJ Company has been greatly hindered.Its global marketing process is full of unknown and challenging,eager for strategy optimizations to increase part of market share.In this paper,firstly describes Rizhao FJ Company international marketing status,and by using 4P theory analyzes its main product marketing strategy problems,price marketing strategy problems,place marketing strategy problems and promotion marketing strategy problems in the international market,together with the causes of each marketing strategy problems;Secondly,by using PEST theory and Porter’s Five Forces model theory,this paper analyzes Rizhao FJ Company under the macro environment,industry environment;Thirdly,by using SWOT analysis method,this paper qualitative analyzes the advantages and disadvantages during international marketing,as well as market opportunities and threats.Stemming from STP analysis,this paper puts forward the strategic measures of international market segmenting,market targeting and market positioning for Rizhao FJ Company,that is,according to the geographical region of the customer,the use scenario of the end customer and the customer nature,the market is divided into North America market,South America market,Europe market,Australia market,South Asia market and commercial fitness product market,training fitness product market,wholesale market and retail market.European market,training and fitness product market and wholesale market as target markets have different market positioning;Finally,this paper puts forward the optimization ideas of international marketing strategy integration,including product strategy optimization,price strategy optimization,place strategy optimization and promotion strategy optimization,such as increasing high-quality and high profit products,adjusting cost floating plus price,deepening domestic channels,and increasing the diversity of promotion means.This paper also provides Rizhao FJ Company specific safeguard measures to perfectly implement international marketing strategy optimization measures.This study will help Rizhao FJ Company improve its international market competitiveness to occupy more market share,and bring some enlightenment and reference value for other Chinese sports and fitness companies to explore more international market and formulate to implement more marketing strategy optimization measures.