| The trend of economic globalization is increasing today, as China joins the WTO, the importance of international marketing is increasingly obvious in the domestic enterprises. Every company is making great efforts to expand domestic market share, while also actively explore the international market, seizing the opportunity of the times and continuously exploring international business path. However, we should clearly recognize that there is a big gap between China's exports of mechanical and electrical products with the developed industrial countries and emerging industrial countries in all respects. Based on this, the author made the international marketing strategy of CRC for research.Based on the synthetic analysis on general international market environment that CRC is facing and the advantages and disadvantages within CRC, the author gave a particular analysis on the related seven foreign markets of CRC in depth; divide the market into superior market, intermediate market and inferior market according to the verified requirements on the products grade from market, the profit conditions of products and the potentialities of market. The mechanism was also gave out that different market should responded by different strategy: currently, CRC should consolidate and develop the intermediate market as its potential requirements can ensure the enterprise a increase of existing business and a nice income; as for the inferior market, the requirements on product grade from this market are relatively low, which misfit the advance technology and equipments and thus increase the manufacturing cost and resulted in the low profit, meanwhile, the brand influence arising from this kind of market is limited, so it is not suggestible to enter into this market without a high profit; Regarding to the superior market, we keep the viewpoint of entering the market with a more flexible tactic, e.g. to acquaint with the market principles, the technical standards required by market by supplying components, so as to laid out a nice foundation on brand and technical standards for supplying the entire car for this market, also, these market is a necessary market for enabling CRC become a world-class enterprise, entering this kind of market will enable the internal administration and management parallel with international and multinational enterprises, and thus strengthen the international competitiveness of the enterprise.Based on the marketing-entering principle mentioned above and CRC's tactic target on international market in the future, the article brings forward product strategy, price strategy, distribution channel strategy, marketing system building strategy and after-sales strategy, against these strategies, relative international marketing plan and reasonable company organization structure were drawn up to support and realize these strategies, we are confident that through the reasonable application of SWOT analysis method, the international marketing strategy and plan drawn up according to SMART principle will give a theory direction on the international marketing of CRC, and we are sure that the international marketing strategy has a high practicability while it is resulted from analysis of an author with many years of working experience within the line.Therefore, the combination of management science, economics, in particular the International Marketing of theory and method combining industry characteristics and market characteristics, the authors explore the company's international marketing strategy, to have some practical significance. |
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