Anhui H Forklift Company Southeast Asia Marketing Strategy Research

The sustained economic development and close geographical environment of China and Southeast Asia have promoted Southeast Asia to become China’s largest economic and trade partner,and the Southeast Asian market has become the key area for many enterprises in China to expand.In recent years,the demand for forklift trucks in Southeast Asia has continued to grow,but the competition is also more fierce.In order to be a leading forklift enterprise in China,facing the fierce competitive environment in the Southeast Asian market,how to do a good job in industry analysis and make targeted improvements to the existing marketing problems in order to continue to improve the competitiveness of the company in the Southeast Asian market is an important issue facing H Company.This article begins by summarising the background and significance of the research,domestic and international literature on marketing and international market development,and collating theories such as the 4P marketing mix theory,strategic analysis tools and customer relationship management.Through the analysis of the current situation and problems of H Forklift Company’s marketing in Southeast Asia,this paper points out the problems in the fields of products,prices,channels and promotion in the process of H Forklift Company’s marketing in Southeast Asia.On this basis,this paper points out that H Forklift Company should do a good job in STP analysis and optimization of marketing measures.H Company should position its enterprise to take innovation and lean as the two driving forces,tilt more resources in key areas such as airports,home appliance factories,automobile factories,and become the leader of Chinese Forklift in the Southeast Asian market.By optimizing the product structure,adjusting the price strategy,strengthening the management of distributors,creating Internet channels,and improving the details of sales promotion,we will implement the marketing organization optimization strategy.At the same time,H company is supposed to ensure the implementation of the optimisation initiative and the final implementation of the optimisation in the key areas,like customer relations,organisational management,processes and the security of its personnel.assurance,and promote the implementation of optimization measures.This paper takes H Company,a specific forklift enterprise,as an example to provide suggestions for the company to compete for the Southeast Asian forklift market,and also provide some thoughts as references for other domestic forklift enterprises to expand overseas markets and improve marketing measures.