The Research On International Marketing Strategy Improvement Of NHI

As the core backbone enterprise in the field of heavy machinery manufacturing in China,Northern heavy industry(NHI)has created brilliant market performance.However,in recent years,due to the outdated development concept,backward management mechanism and heavy historical burden,the survival and development of enterprises are difficult.On April 30,2019,after the mixed reform,NHI injected capital and introduced the mature,advanced,flexible and efficient system and mechanism of Liaoning Fangda group,all aspects improved to some extent,but the performance of international marketing continued to decline.The recovery of market reputation,the adaptation of organizational changes,the improvement of various systems,the transformation of employees’ thinking,and the expansion of market channels are all tasks under the current background.Although the product structure of NHI is diverse and complex,and the marketing area is extensive,the international marketing problems it faces are universal.This thesis takes the international marketing strategy improvement of NHI as the research object,through the analysis of the international marketing environment,in view of the problems,infers the reasonable and feasible improvement measures.The thesis is divided into seven chapters:Chapter 1 is the general introduction,which mainly reveals the background of the research object and the significance and methods of the research.It paves the way for the following article and makes clear the research ideas;Chapter 2,the theoretical and analytical basis of this thesis is formed by combing the relevant theoretical research achievements;Chapter 3,PEST analysis,Porter’s five forces analysis model and SWOT analysis are used to analyze the internal and external environment of international marketing of NHI;Chapter 4 analyzes the problems and causes of the international marketing of NHI;Chapter 5 applies STP theory to segment the international marketing market of NHI,and determines its target market and product positioning.Then enhance the internal management and build marketing systematization,carry out 7Ps marketing strategies and other aspects,so as to formulate detailed and feasible improvement strategies for international marketing;Chapter 6,it gives the guarantee measures for the implementation of the international marketing strategy improvement;Chapter 7,the research content,conclusions and problems to be studied are summarized and prospected.