Research On Export Marketing Strategy Optimization Of KIC Company To America Market

In recent years, small and medium-sized enterprises have become the backboneof the development of China’s export trade. The growth of these enterprises greatlyinfluences the rapid development of the overall economy and social stability andharmony. Until now, the export amount of the enterprises which engage in exportprocessing trade occupies up to70percent of the total export of China KIC livestockEquipment Company is one of such enterprises whose manufactures are exported tonearly20countries and regions involving the United States, Japan, Korean andEurope. Among the countries and regions, market share of the United Statesaccounted for a large proportion and takes on a promising growth momentum.However， we must face the fact that KIC livestock Equipment Company has lots ofproblems just as other small and medium-sized enterprises. For one thing, the scale ofthe company is small, and capabilities of technology research and development arenecessary to be promoted a great deal and management ability is poor. Especially, inmarketing aspect, a series of problems arise such as brand establishment, the networkconstruction of the channels and distribution, promotion and service. For another, thecompany is also influenced by many marketing changes which include the continuallyrising raw materials and labor costs, the increasing pressure of RMB appreciation, thereduced refunding taxes on exported products, frequent changes in policyenvironment, and the negative impact of the international financial crisis.In conclusion, many internal and external factors greatly restrict the sustainablegrowth of export enterprises. That is to say, in the period after the financial crisis,export situation of the enterprises is increasingly grim. So, KIC livestock EquipmentCompany is necessary to effectively make and implement international marketingstrategy which is suitable for the export enterprise. The strategy can deal with theimpact of the changes in the internal and external environment and maintain thesustainable growth of exporting to the market of the United States. Specifically, through the analyzing of KIC company’s internal and external environment inAmerican market, and in view of the current problems in the aspects of exporting tothe United States, many international marketing strategy are put forward such asproduct strategy, price strategy, channel strategy and promotion strategy, the relatedsecurity measures are also presented like the product quality certification. Finally,ensuring the KIC Company to maintain exporting growth to the United States, thesustainable development of the company is also guaranteed.