Research On Oversea Business Marketing Strategy Of SDQ Company

Economical globalization is the principal developing trend in the world, which is also the only developing choice for many Chinese enterprises. With the yearly decreasing of capital investment in the field of water resources and hydropower works, the Chinese hydropower construction enterprises, to maintain a steady business development, have to more firmly follow the state " go global" policy, research on oversea business marketing strategy and develop oversea market.Based on SDQ Company, this article makes detailed analysis over its oversea business development history in the past ten years. As to the oversea business development situation and existing problems of SDQ Company, PEST analyzing method and Michael Porter’s Five Forces Model are applied to make out a detailed assement of the external environment and internal core competences of SDQ Company. On the basis of an overall analysis on the field property, internal and external environment of SDQ Company, integrating theory with practice, SWOT method is used to systematically analyze opportunity, superior, weakness and threat of SDQ Company, i.e. to further clarify the opportunity and challenge in the oversea business development brought out by its external micro-environment, and by internal core competences analysis, to further define the internal superior and weakness in the oversea business development. So the analysis provides the basis and reference for oversea business marketing strategy management of SDQ Company.By the above mentioned analysis, SDQ Company oversea business development strategy and middle-term and long-term oversea marketing plan is worked out i.e. SDQ Company shall adopt expansion-typed internationalization strategy, to overall raise its business to a higher level in the coming5to10years, and, by the superior of SH Group brand name and worldwide marketing platform, firmly base on its traditional hydropower field to develop into an international engineering company of diversified civil engineering fields. In accordance with this development strategy, the Company shall continue and intensify the oversea business marketing. Besides the existing business countries, the Company shall try to develop business in at least5more countries by the year2015, i.e. the number of business countries shall reach10, and the Company oversea business volume shall reach30%--40%of its total business. By the year2020, further5more business countries shall be entered so as to raise its oversea business volume to50%of the Company total.Applying the marketing strategy theory, and in accordance with SDQ Company existing core competences and its external competition environment, the article raises out the main measures on prompting the oversea business marketing strategy and specific method to realize the strategy, which is the main and key content of this article. Specifically speaking,4Ps marketing mix strategies are raised:Product strategy—keeping the traditional trade "hydropower" and concurrently extend the industry chain longitudinally and transversely; Price strategy—cost-oriented tendering strategy; Place strategy---setting up the marketing platform through various channels; Promotion strategy---adopt diversified flexible marketing models such as financing+EPC, BOT, BT, PPP ect. at the same time the article points out that improving the oversea business marketing structure, and establishment of long-term customer relationship is an important way to promote the oversea business, and some practical and operational measures are set up to increase the oversea business volume and btain a long-term customer relationship so that SDQ Company oversea business can develop in a sustainable, stable and healthy manner.