Research On The International Marketing Modes Of Ax Company

Since our country enters into WTO,China's economy has improved quickly.People are more concerned with the great importance of health.The "National Health Campaign" advocated vigorously by Chinese Government and the successful 29th Beijing Olympic Games bring about more opportunities for the development of our fitness equipment industry.Along with open door policy,the reform of our national foreign trade policies offers small & medium-sized manufacturing enterprises more chances to participate in international competition.In the process of the rapid development,the fitness equipment producers expose some problems in the import and export operations.For example,in order to enter the international market,the products they exported through "OEM" methods are mainly lower value-added products without their own brands.The ability of Research and Development as well as technological innovation in this line is not high.All these make the industry hardly escape the fact of the "world factory".Citing the AX Company's international marketing strategy as an example,the paper analyzes the status,trends and the problems existed of the fitness equipment line of our country.The paper shows the successful development experiences of AX Company and its weak points.By using the SWOT Theory,it analyzes the excellent corporate strength,weaknesses,opportunity and threats.By using the STP Marketing Theory,it points out that the company should segment its target markets,carry out different marketing strategies and improve its internal management and institutional reform.It also puts forward some marketing suggestions and advices which are helpful to enable the enterprise to form the core of their competitiveness and maintain the company's sustainable development.