Research On Marketing Strategy Of Joint Venture SW Company Under The Background Of Trade Friction

As the two largest economies in the world,the trade relations between the two countries are quite complex.Since the establishment of diplomatic relations,trade frictions have always existed in the development of bilateral economic and trade relations,and have become more and more frequent with the deepening of bilateral trade relations in recent years.In 2018,after US President trump took office,the United States increased trade sanctions against China,China imposed the same sanctions on the United States,and trade frictions began in an all-round way.The continuation and escalation of trade friction is bound to have an impact on the joint venture in all aspects.The organic composition of joint venture railway fittings enterprises as joint ventures has also been greatly affected.Under this background,this paper takes SW company as the research object,combs the relevant theories such as trade friction,marketing strategy and 4P marketing theory by consulting the relevant literature and materials at home and abroad,combines the marketing status and existing problems of SW company under the background of trade friction,and uses a variety of analysis methods to analyze its overall business environment from three aspects: macro environment,internal and external environment and competitiveness.Based on the above analysis,it is proposed to formulate the company’s marketing strategy under the background of trade friction from the four aspects of product,channel,price and promotion.It is suggested that SW company should strengthen product R & D and innovation,build diversified marketing channels and marketing market,formulate differentiated pricing strategy,and increase the publicity and promotion of the company’s brand,so as to comprehensively improve the company’s competitive advantage in the market,Minimize the risks and losses caused by trade frictions.