Research On Overseas Marketing Strategy Of XH Battery Company

Before the outbreak of the COVID-19,people have begun to research more environmentally new energy for the energy crisis and environmental protection.One of the impacts of the epidemic for the people is that people have changed the way of transportation,and cycling has become a better choice for keeping social distance and more costeffective way for commuting.In order to encourage bicycle market development,developed countries in Europe and the United States have successively implemented a series of subsidies and infrastructure construction of cycling lanes since April 2020,which further increases the market demand for lithium battery-assisted bicycles that can provide longer mileage.As we all know,most of the theoretical and technological breakthroughs of lithium batteries come from laboratories in the United States,France and Canada,but the final mass production applications are in East Asia.Japan and South Korea have become the world’s largest suppliers of lithium batteries.XH Power Company is a well-known high-tech enterprise of power lithium battery in China.Also the first one in China to manufacture manganese-based multi-composite lithium technology routes with lithium manganate as the core,R&D and manufacturing of cylindrical bicycle lithium battery PACK,has its own smart management system R&D team,and multiple intelligent power battery production lines.The business field involves lithium battery packs for electric mopeds,electric light vehicles,new energy vehicles,energy storage and other power applications.The products have experienced 18 years of market application verification and occupy a leading position in the field of light vehicles in the world.While XH Power Company is developing rapidly,it is also facing the problems of cross-border giants entering intensified competition,rising raw materials,unstable shipping caused by the epidemic,rising transportation costs,high finished product inventory and exchange rate adjustments leading to a decline in gross profit margins.At the same time,the current global market environment is in the VUCA era,which is mainly reflected in the rapid changes in supply and demand in a short period of time.Uncertainty and ambiguity lead to more complex market dynamics,all of which have brought unpredictable results to the subsequent development of XH.This thesis takes XH Power Supply’s overseas marketing strategy as the research object,discusses the company’s overseas business unit in Europe,North America and India and Southeast Asia market,in the face of the influence of local government policies under the influence of new energy marketing strategy research,first of all,expounds the relevant management theory and existing status of marketing strategy,combined with the company and overseas business unit belongs to the industry and its own marketing status,analyze the company’s current European,North American and Indian Southeast Asian overseas market macro environment and industry competitive environment characteristics,Through subdivision to select and locate overseas target markets,combined with the future trend of the industry status quo and the company’s marketing status,from the actual work practice of the case analysis of the current problems encountered,put forward the overseas marketing strategy plan that can be provided to the company for reference.