Quanzhou Resin Industry In The International Marketing Strategy

Quanzhou is the global manufacturing center of low-price polyester handicrafts. Adopting effective international marketing management will be of great importance attached to the development of polyester craft guild, which can also be taken for reference. Therefore, the dissertation draws on the findings of various scientificdisciplines--positive economics, normative economics, management theory andbehavioral science ?for fundamental tools to analyze recurrent problems. And what's more, the dissertation applies the constructive thinking to the complete spectrum of marketing. The dissertation, ending with a conclusion, falls into four chapters.Chapterl illustrates the problems existing in the guild and explains the role of marketing will play. The problems should now be clear : the competition is fierce for the low-price segment. As markets change, more global challenges have to be taken into account. And channel conflict becomes too much, which is dysfunctional. Finally, some innovative solutions have been proposed .The whole marketing process is discussed in Chapter2. The first step is to analyze the marketing environment, consisting of macroenvironment and microenvironment. Having identified target markets, marketing programs have been planned. The final step is to scan the cultural environment.To transform marketing strategy into marketing programs, decisions must be made on marketing mix. Product is the basic marketing-mix tool, which includes the product design, features and so on. Trade fairs are critical to the guild, because they help companies to communicate and promote their products to target markets. Place includes the activities companies undertake to make the products accessible and available to target customers.Chapter4 is concerned with matching structure to strategy. As a company moves to an international strategy, it need to switch to a more flexible and complex structurethat allows it to coordinate complex resource transfers. The mixed-property network structure must be designed to achieve the objectives, which will also strengthen the advantage in the global competition.