Research On The Auto Parts International Trade Marketing Strategy Of Y Company

With the developing of globalization,more Chinese companies have been deeply integrated into the global industrial chains and started international business with the world.However,handicaps still exist in the international politics and economics.Trade disputes occur frequently,political conflicts upgraded,global exchange rate become instable.All the factors above impose negative impacts on Chinese companies’ international business.Those have been serious problems for all companies which focus on oversea markets of how to avoid risks,how to be more competitive.Automobile markets have been suffering huge impacts currently from the COVID-19 pandemic.In 2020,global automobile production plummeted by 13%.Due to the partial control of the pandemic,global automobile market has rebounded 3% in 2021,did not meet the expectation of 8%.And the market is estimated to go down again in 2022.Although the market environment has been improved,most of the global exhibitions have been cancelled or postponed.As a result,it is impossible to develop international business via exhibitions.For the auto parts industry,the impact of the pandemic has not faded.In this case,as an auto parts trading company,Y company should be active,response quickly,and find better marketing ideas to ensure the continuous developing of the company’s international business.This thesis takes Y company’s auto parts international marketing strategy as the topic,to survey the international market environment,consumers and importers with questionnaires,to explore the attitudes and opinions of its employees with in-depth interviews.Analyze the marketing status and locate the problems of current marketing with data from both object and subject ways.Put forward strategies to upgrade the current marketing and guarantee systems for the strategies.First,analyze the external and industry environment of Y company with PEST,Porter five forces and SWOT tools to confirm the factors which could affect the choice of marketing strategies.Second,made a paid questionnaire on social media and acquired systematic original market data,position the company and its products with STP tools and data from the questionnaires to confirm how to enter specific markets.Finally,put forward the future international business strategies for Y company’s choice.Meanwhile,put forward some other measures to ensure the implementation of the strategies will be followed.This thesis is focusing on the strategies of how Y company adjust the international marketing strategies rapidly,how Y company manage to be more competitive.Also.it is helpful to the sustainable development of Y company.At the meantime,it can also offer some experiences for small and micro trading companies that have been impact by the pandemic,and help more small and micro trading companies to get out of their predicament,which has certain practical significance.