Research On The International Marketing Strategy Of Guangdong B Toy Company

Under the main trend of global economic integration,all countries are becoming increasingly interdependent in economy.All enterprises have become an important part of the globalization production.This also results in fierce international competition.Going abroad and actively participating in international competition will become a major strategic plan for the development of those domestic enterprises which are in normal economic conditions.China is not only a big toy producer,but also a big exporter in the world.However,there are still many difficulties in China’s toy industry and it is difficult to dominate the toy market in the world.With the increasingly fierce competition in the toy market in recent years in China,toy exporters are facing many pressures due to sluggish foreign demand,rising trade barriers,rising labor costs and rising raw material prices,etc.Chinese toy companies have to enter overseas markets and compete in the international market to expand their development.To sum up,for the international marketing of China’s toy enterprises,both opportunities and threats coexist.Under this background,this article firstly sorts out relevant theories,such as international marketing theory,and research results of many scholars at home and abroad,and provides the theoretical and research basis for later study.Secondly,selected toy company B as the research object,this article analyzes the current situation of the company,including its macroeconomic market environment and competitive situations,and points out the problems that exist in the international marketing.Thirdly,it analyzes the feasibility of developing international markets and proper strategy and STP,by using SWOT analysis method.Finally,this article gives suggestion based on 4P strategy portfolio,and on the issue of how to smoothly implement the international marketing strategy for toy company B,puts forward some safety precautions in aspects of management optimization,human resources,risk management and control,brand building,etc.,hopefully to provide reference for relevant enterprises in same industry,to implement international marketing.