| Under the epidemic,the global economic recovery is facing challenges,and China is currently in the historical transition stage from low-end manufacturing and OEM to Chinese brand export.How to go out of China’s independent brand and develop international market is the new challenge.This paper takes Chinese independent brand Company B as the research object to study how to optimize the international marketing strategy and develop the international market.This paper firstly analyzes the internal and external environment of Company B’s new energy vehicles,clarifies the advantages and disadvantages,the opportunities and threats through SWOT analysis model,and provides a guide for marketing strategy optimization.Then analyzes the problems faced by Company B’s international marketing of new energy vehicles in terms of products,prices,channels,promotions,and barriers to product entry and inconsistent standards by combining with questionnaire surveys.Using the 6Ps theory to optimize the design of targeted marketing strategies,it is proposed that international marketing needs to start from product definition and target groups,strengthen cooperation between all parties,negotiate and deal with product standards with other related issues.The success of the implementation of the international marketing strategy of Company B provides a reference for the domestic independent brand manufacturers to go abroad and participate in international competition.Therefore,the research results of this paper have practical guiding significance. |
