| In recent years,the economic and trade cooperation between China and Laos(hereinafter referred to as "China Laos")has developed rapidly,and Chinese investors have also increased their investment in Laos’ agriculture and mining.With the completion and opening of the China Laos Railway,more and more people are investing in China Laos railway trade.Every year,a large number of agricultural products,minerals,hardware and electrical appliances,and agricultural machinery will carry out cross-border trade through the China Laos Railway.The increase in railway freight volume and the addition of freight forwarding enterprises are also on the rise,and competition is becoming more intense.If freight forwarding companies want to survive and grow in the fierce market marketing,they need to find their own positioning and adopt marketing strategies that adapt to the development trend of the market economy.Through continuous practice,they need to improve their own technology,services,and management methods in order to ensure the good development of the enterprise.TG International Logistics Co.,Ltd.is a freight forwarder at the border between China and Laos.Before the opening of the China Laos Railway,it mainly engaged in road freight forwarding.The company wants to expand its business scope and enhance its competitiveness with the help of the opening of the China Laos Railway.However,the company does not have a clear competitive advantage and does not have flexible response measures in the face of market risks and changes.The company needs to follow the development of the times,identify the company’s positioning,and implement marketing strategies that are in line with the company’s development.Based on the relevant theories of marketing strategy,this article first analyzes the freight forwarding environment of China and Laos,then analyzes the current operating status of TG International Logistics Company,and analyzes the internal and external environment,industry environment,and marketing strategy status of TG International Logistics Company.It identifies the current problems of TG International Logistics Company,and then uses the PEST model Analyze the current marketing strategies of the company using enterprise analysis methods such as the Porter Five Forces model and SWOT model,and find appropriate marketing strategies based on the analysis results.This paper analyzes the internal and external environment of TG International Logistics Company and the current situation of its marketing strategy,and proposes appropriate marketing strategies.At the same time,it also hopes to provide certain decision-making guidance for the small and medium-sized enterprises of the China Laos railway freight forwarders. |
