New Century Light International Marketing Management Strategy

State-owned foreign trade companies are now being bereaved the monopoly rights in foreign trade vary with the reform within China's foreign trade region. A lot of factories, institutes, joint- venture or foreign-owned enterprises can engage into the foreign trade business. Furthermore, many multinational-chained corporations will purchase the goods directly from the manufacturers in China after China entered into WTO in 2001. State-owned foreign trade companies have to face the strong competitions from both local areas and overseas.Jiangsu Light Industrial Products Imp. & Exp. (Group) Corp. (Jiangsu Light) is one of the leading state-owned foreign trade companies in Jiangsu province. Jiangsu Light should have to find the relative strategy against the challengers ASAP. Wielding the international marketing theory, this article has studied the international marketing strategy of Jiangsu Light, based on the specific practice and cases of Jiangsu Light.It refers to the international marketing research, STP,international products, international pricing, international marketing channel and international promotion.It is very important to set up the customer relationship management system and to regroup the international marketing organizations and structures of Jiangsu Light, ensuring the execution of the international marketing strategy.