Hunan Machinery & Equipment Import & Export Company's Research Of Romania Marketing Strategy

The proportion of the electromechanical products exported in a country reflects the country's industry technology level. It's an important factor that decide whether the country's export amount can increase continuously and grow stably. With the development of the Chinese economy, the domestic enterprises have strengthened in the process of global economic integration, more and more enterprises begin to pay attention to the international market. The change of the international trade environment and the difficult position that the domestic foreign trade enterprises face all request that the domestic enterprises adjust it's strategy in it's respective domain. Romania is the second big market in the central Europe area, the electromechanical device import and export enterprises can't despise it because of it's economical development potential and it's superior geographical position. After it joins the European Union, the products imported to Romania can enter the entire European Union market with non-barrier and duty free. With the change of the market management environment, it's very necessary for the company to constitute the marketing strategy correspond to it, it will instruct the company's market operation in the Romanian. At the same time, it's also the reference and the model of the foreign trade enterprises in our country.They face many new problems in the actual operation because the state-owned enterprise's operation experience is insufficiently since they are not familiar with the international market for a long time. As a company specialized in the electromechanical product import and export, Hunan machinery & equipment import & export company (it is called HME company in the paper) has accumulated the international trade experience for many years. What kind of marketing strategy should be adopted facing the different culture and the different country and the area's political and economic system. It's an important question which HME company should be considered more carefully in the marketing strategy.The paper analyzed the Romania's marketing macroscopical environment, the electromechanical product marketing environment and the HME company's actuality, made a result through the SWOT analysis method. According to the analysis result and company's actual situation, dividing and choosing the Romania target market, it proposed the marketing combined strategy, including the product strategy, the price strategy, the channel strategy and the sales promotion strategy. In order to guarantee the implementation of the marketing strategy, the company provided the safeguard mechanism, involving the information system, the personnel management, exhibition propaganda and the laws and regulations etc.It shows that HME Corporation has the immensity marketing in Romania, the market demand is widespread and has development prospects. But they are facing many threats, such as the cultural difference, the Romanian government policy guidance, logistics restriction and so on. Analyzed the main reason of it, the paper proposed the improvement proposal and the countermeasure. Adopting the positive effective measure, adjusting the structure of the company's export product, which has the important meaning to raise the company's international marketing level.