Research On Network Marketing Strategies For Small And Medium-sized Foreign Trade Enterprises

With the rapid economic growth in China,the foreign trade industry has made significant contributions to the country’s economy,with small and medium-sized private enterprises maintaining their position as the largest foreign trade operators in China.However,the global environment of foreign trade has undergone profound changes due to various factors such as the impact of the COVID-19 pandemic,geopolitical conflicts,and high global inflation.For foreign trade enterprises,especially small and medium-sized ones,these complex environmental changes have brought both opportunities and challenges.Traditional marketing methods such as visiting customers abroad,hosting customer visits to China,and attending exhibitions have been restricted due to the pandemic.As a result,many small and medium-sized foreign trade enterprises have shifted their marketing focus to online platforms.In this context,it is necessary to explore the appropriate strategies for small and medium-sized foreign trade enterprises to implement when conducting online marketing.This will help these enterprises to develop new markets and open up new opportunities in the post-pandemic era.Using the research approach of "problem identification-problem analysis-problem solution",this thesis comprehensively uses theoretical knowledge of network marketing strategy,PEST analysis,Porter’s Five Forces Model,SWOT analysis,and STP strategy analysis tools to conduct research on the network marketing strategies of Company B.Firstly,based on a detailed understanding of Company B’s operational status,the problems encountered in Company B’s online marketing process are identified,such as unreasonable web page design,imperfect product strategy,unclear pricing strategy,mediocre promotional strategy,inadequate channel strategy maintenance,and lack of customer service strategy capabilities.Attribution and summarization of these issues lay the foundation for the subsequent formulation of online marketing strategies.Secondly,the macro environment of Company B’s network marketing is analyzed using the PEST tool,the industry environment is analyzed using Porter’s Five Forces Model,the internal environment of Company B’s network marketing is analyzed using SWOT analysis,and the selection and position of Company B’s target market is analyzed using the STP strategy analysis,providing theoretical basis for the subsequent selection of Company B’s online marketing strategies.Next,specific implementation plans for Company B’s online marketing strategy are proposed,covering six aspects: website design,product strategy,pricing strategy,promotion strategy,channel strategy,and customer service strategy.Finally,to ensure the smooth implementation of Company B’s network marketing strategy,safeguard measures are suggested from four aspects: funding,organization and human resources,system,and technology.The findings of this study not only provide decision-making references for the development of Company B’s network marketing strategies,but also provide theoretical and practical inspiration for similar small and medium-sized foreign trade enterprises in China.