The Overseas Marketing Strategy Research Of Qingdao East Power Machinery And Equipment Co.,Ltd.

With the sustainable development of economic globalization, the growing prosperity of China's industry has been stimulating and which has led to the rapid development of industrial boiler industry. On the one hand, China market has become an important part of the world market; on the other hand, markets in other countries are accelerating further open to the Chinese market. Some famous foreign companies at this time also accelerate the pace of entering the China market. China's industrial boiler industry should not only be limited to the domestic market, it's better to actively explore the international market, to participate in international competition. Further open international markets and the rapid development of the domestic market not only provide opportunities for China's industrial boilers enterprises, but also pose the severe challenge.Face of the increasingly fierce market competition, China's industrial boiler industry must improve their marketing capabilities and bring into play reasonably the company's own advantages, use effectively of company's external resources to develop the marketing strategies which adjust to both internal and external environment.Qingdao East Power machinery and equipment Co., Ltd. is mainly engaged in the production and sales of industrial boiler. In the face of an increasingly competitive market, the company has successfully gone abroad and expanded their business in the overseas market under the leadership of the management in recent years. However, due to the lack of management experience, the enterprise still lacks some competitiveness compared with other enterprises.This article mainly analyzes the external macro-environment and internal environment when doing overseas business through the research of the basic market situation of the boiler industry. Make clear the characteristics and competitiveness of the industry and what advantages that Qingdao East Power has. Then make an overseas business strategic plan for the company according to SWOT analysis. Subdivide the target market to determine which market to focus on in different stages. Pay more attention to the development of relationships with customers. Take the brand strategy as an important means of marketing. Finally, make a detailed marketing strategy for the company according to the theory of 4Rs.