The Research Of FD Group International Marketing Strategy

The world economy continued to shock down since 2008,China’s import and export faces a complex international environment.The complicated external economic situation has a significant impact on the foreign trade of private enterprises.Zhejiang FD chemical company founded in 2002 is a private chemical trading company,which began to enter the international market at the end of 2009,due to the lack of international marketing channel planning,resulting in the process of developing international market sales channels confusion and marketing effect is poor,which seriously affected the company’s international business,so the original chaotic mode of international marketing channel optimization is necessary.The problem of international marketing channel model of Zhejiang FD chemical company is the research object,based on the international marketing channel optimization and choice theory as the core theory,analysis the existing problems and the reasons in the international marketing channel mode of FD chemical industry,and then using SWOT,4P,5C and STP and other marketing analysis tools,analysis of multi-level of Zhejiang FD chemical company,on the basis of Zhejiang FD chemical company international marketing channel optimization strategy,and to evaluate the effect of the adjustment and optimization of marketing channel by marketing performance data.Through analysis,this paper draws a conclusion: the small and medium-sized companies establish sales channels when enter international marketing should be based on the concept of dynamic adjustment,internal and external conditions of their own and at different stages of development in the dynamic adjustment of sales channels.The KA direct sales channels and distribution channels for enterprises to design a reasonable export channels and maintain the smooth flow of sales channels is essential.Integrated international marketing promotion strategy will be e-commerce,exhibition,industry associations and other marketing channels to promote the integration of organic help enterprises to quickly develop the international market.Based on the analysis of enterprise competition,the strategy of international marketing channel strategy,marketing channel optimization strategy and reasonable pricing strategy can help the enterprises to enter the international market quickly.