Research On Marketing Strategy For Foreign Trade-oriented Small-and-medium-sized Enterprises Facing To Global Financial Crisis

Global economy situation has undergone significant changes since the International Financial Crisis broken out in 2008, the international market competition thus becomes more intensified than before. Due to continuous growth of trade surplus and low-level industry structure of China, many foreign trade-oriented small-and-medium-sized enterprises lost its original strength, and at financial losses, some even go bankrupt. To seek survival and development, foreign trade-oriented small-and-medium-sized enterprises must adapt to changes, recognize their own strengths and weaknesses, strengthen team-building, and actively use effective marketing measures to overcome the difficulties.This article is divided into five parts. First of all, the study points out the background; Secondly, the related theories are reviewed, such as: international trade theory, marketing theory and strategic management theory; Next, the article concisely indicates trade-oriented small-and-medium business operations patterns and factors, and the impact of international financial crisis, Last but not least, the thesis applies the SWOT theory to analyze the current situation of foreign trade-oriented small-and-medium-sized-enterprises taken CK as an example, applying STP theory to discuss marketing strategies, operation conditions and marketing solutions. We think the foreign trade-oriented small-and-medium-sized enterprises should focus on customers, enhance market segmentation, targeting and position, draw on advantages and avoid disadvantages, provide special products and services to meet customers'requirement, select differential sales and cooperation channels to different customers, set competitive price on the basis of attaching importance on CRM management, in the mean time, make use of country's favorable policy, exploit potential and strength of e-commerce, improve international competitiveness, work hard for expanding import and export business, strive for passing the crisis safely and compete with other enterprises in the global market.