| The global COVID-19 outbreak in 2020 has brought severe challenges to global trade and hit the economy hard.The outbreak of COVID-19 has not only changed the way people work,live and study,as well as their consumption patterns and purchasing decisions,but also caused labor shortage,supply chain disruption,unstable production,import and export trade obstruction,and slow sales growth in the market economy.In the post-COVID-19 era,enterprises are facing not only the transformation of business model,but also the transformation of marketing model.In the face of the complex international market environment,how to survive in the adversity of micro,small & medium sized foreign trade enterprises,seek development,formulate the correct international marketing strategy,has become an urgent problem to be solved.However,digital transformation is of great significance for MSMEs to cope with the pandemic,help them resume work and production,explore international markets,and enhance their future competitiveness.Before the pandemic,the digital transformation of MSMEs had been a focus of government and industry attention.Affected by the epidemic,the digital transformation of small and mediumsized enterprises is imperative.Facing the complex environment of the international market,it is imperative for MSMEs to implement digital marketing transformation under the impact of the pandemic.But how can MSMEs realize the digital marketing? At present,it is urgent to discuss its path,way and method.This paper takes LH Company as the research object.Firstly,it analyzes the external macro environment of LH company through PEST model and industry environment;Secondly,it conducts in-depth research on LH company from the perspective of micro environment,including organizational structure,human resources and digitalization degree;Then,it collects sales data and relevant data of LH company in recent years and analyze the current status and existing problems of LH company’s international marketing.Finally,the SWOT model tool is used to comprehensively analyze and evaluate the internal and external environment of LH company,and it is concluded that LH company should carry out digital transformation,implement digital marketing in international market,and formulate corresponding strategies.This paper concluded that in different phases of strategic choice of digital marketing which way and the method are not the same.LH company in the international market of digital marketing strategy can be divided into four stages: Firstly,choose India as the target market in the short-term through the web site search engine marketing for digital marketing;Secondly,choose U.S.as the target market in medium-term through social media for digital marketing;Thirdly,choose Italy as target market in medium & long term through a third party digital marketing platform for digital marketing;Finally,choose the forward India,the United States,Italy and other country as the target market in long term and directly establish LH company own digital marketing platform for digital marketing.Moreover,order through business digital communication,digital products and services,quotation process digitalization,digital marketing and promotional channels digital marketing are worked for strategy implementation of LH company.In addition,digital marketing is the foundation of brand marketing.At the same time,it should put forward the safeguard measures in implementation strategy.In a word,for the small and medium-sized foreign trade enterprise in post-COVID-19 era to carry out international marketing has a certain reference value. |
