The Research On International Marketing Strategy Of Borden Optical Company

Eyewear industry is known as profiteering industry,the social capital swarm into it,leading to a number of glasses enterprises in the domestic market fall into a "stagnation" situation,urgently need to change the traditional marketing ideas and enter the international market.Borden Glasses,as a traditional enterprises that producing ophthalmic product,needs to give full play to it’s advantages,seize the favorable opportunity of international marketing and build its own core competence in the international market..This paper,based on the systemic pectination of results of previous research on marketing theory,made an overall and deep research on international marketing strategy of Borden Glasses Company.This paper introduces the development history and current situation of Borden Glasses Company,analyzes the current situation of Boden Glasses’ international marketing and the present situation of the industry,deeply analyzes the existing marketing problem of product,channel,price,promotion and other aspects in the international market of Borden Glasses Company,systematically analyzes the facing advantage,weakness,opportunity and threat.We believe that the main problems are that the company was not familiar with international market demand,the product could not meet the market demand,the product level analysis was not specific,the pricing strategy was single,the channel structure and the choice of broker needed to optimize,the internationalization and the diversity of promotion was not enough.These problems stop the enterprise from developing healthily.In order to put forward a targeted strategy,we discuss the case of the main problem,including the company’s brand awareness is low,lack of expertise and marketing professionals,trade barriers and intellectual property issues,excessive low-cost competition hindered the development of the enterprise and the gap with developed countries in equipment.On this basis,we put forward the productstrategy of Borden Optical Company from the total concept of the product and also propose the corresponding price,channel,promotion and other strategies,and then formed a complete international marketing strategy.In order to ensure the effective implementation of the international marketing strategy of Borden Optical Company,we put forward the measure of integrate the company’s internal production resources and marketing resources,pay attention to corporate culture and brand building,build a reasonable marketing system and a series of related technical support,personnel protection,market risk prevention and protection of corporate culture.