Research On International Marketing Strategy Of Aluminum Alloy Wheel Of T Company

The COVID-19 epidemic’s sudden outbreak has caused damage to the economies of all countries in the world to varying degrees,and the process of economic globalization has been severely damaged.China,as the world’ s largest trading nation,has suffered a huge impact on the development of international trade,with a decrease in export orders and a severe impact on the overall export situation.Although China’s aluminum alloy wheel industry after years of development,but compared with the wheel industry in other countries in the world,China’ s wheel industry is often through low prices to obtain market share,the industry generally exists excess capacity,simple process,low technology content phenomenon.Since the outbreak of the novel coronavirus,wheel enterprises have been more hindered in export,and are still facing unprecedented challenges in the international market.In order to realize the transformation from large to strong,and strive for sustainable development in the international market,Chinese aluminum wheel enterprises need to seek industrial transformation and upgrading through advanced technology and concept.T Company is mainly engaged in the manufacturing and export of automobile aluminum alloy wheels.The United States market is the largest market share of T company at present.Since the imposition of tariffs in 2018,the trade war between China and the United States has had a major impact on both sides,further squeezing the profit margins of domestic aluminum alloy wheel exporters.In addition to the soaring sea freight,shipping space,raw material costs,processing fees and other adverse factors,China’ s aluminum alloy wheel export is worse.Due to the declining demand for aluminum alloy wheels in the international market,coupled with the excess capacity of the wheel industry caused by too many new wheel enterprises in the past few years,the international marketing of aluminum alloy wheels of T company faces great challenges.In this paper,T company as the research object,STP theory,4P theory,6P theory as the theoretical basis,through the introduction of T company’s general situation and industry status,through the introduction and analysis of the export market,as well as interviews and questionnaires,pointed out the existing problems of T company in international marketing,and carried out a detailed and comprehensive analysis of the causes.It points out the direction for the optimization of T Company’s international marketing strategy in the following chapters.In this paper,PEST analysis method is used to analyze the market macro environment of aluminum alloy wheel industry from four aspects:politics,economy,society and technology.Then,Porter’s five forces competitive analysis model is used to analyze five kinds of competitive power in the aluminum alloy wheel industry.Through SWOT analysis,the current strengths and weaknesses as well as opportunities and challenges faced by T Company are sorted out in detail,and the problems existing in the international marketing strategy of T Company are summarized.The STP marketing strategy theory is used to analyze T company’ s marketing strategy in the international aluminum alloy wheel market.The original international marketing strategy of T company is improved and optimized through market segmentation,target market and market positioning.Finally,combined with the 6P theory,the international marketing strategy of T Company is optimized to make it more suitable for the actual situation of T company and more competitive.And put forward the corresponding implementation safeguard measures to ensure that the improved and optimized international marketing strategies and strategies of T company can be effectively implemented,so as to ultimately achieve the purpose of expanding the international market and increasing the company’s profits.