Shandong Manufacturing Enterprises In The International Marketing Strategy Research

Along with economy globalization deepening unceasingly, MNCs shift their production and the function departments to the most appropriate countries in order to meet the international market needs. It is expected to realize that the elements of production can flow to the optimized position in the global scope. The superior geographical position and the rich resources make Shandong Province become the good carrier for the developed country industry shift, in the process of the industrial shift, Shandong Province's manufacturing enterprises may learn the advanced production technology and the managerial experience from the developed country as well as the international market rule, which can help them accumulate the valuable experience to participate in international market competitions.Under the background of speeding up the construction of "the peninsula manufacturing industry base", Shandong manufacturing enterprises may take the opportunity to cooperate with the multinational corporations so as to become one part of the manufacturing industry global value system by incorporating into MNCs' value chain. In this process, Shandong manufacturing enterprises should choose correct international marketing strategies to meet the complex changeable international market needs. But at present, most researches mainly concentrated on the national policies and the industrial structure adjustment macroscopic level while little microscopic level researches focused on the choice of international marketing strategies.Profiting from the global value chain theory and the international marketing theory, this article carries on the omni-directional perspective to the Shandong manufacturing enterprises' exterior development environment and the international marketing characteristics. On the basis of analyzing the factors that affect the enterprises' international marketing strategy choices, the article develops an international marketing strategy choice model suitable for the Shandong manufacturing enterprise application and further evolves the growth way for the enterprises'...