Research In Global Marketing Strategy Of Chinese Cement Equipment Enterprises

In the first decade of21stcentury, with the rapid development of buildingmaterials industry and economy in China, along with the fast pace of globalization,development of cement equipment industry in China gradually reached a peak, afterthen, the industry have begun to atrophy. The future life and development of cementequipment enterprises be placed in jeopardy, therefore, speeding up the transformationand enhancing core competitiveness have become the key factors for cementequipment enterprises. The revolution of technology and the rapid development of theMulti-National Corporation’s drive the integration of world economy, global economyformed a balance situation which competition and cooperation coexist. In the globalscope, the factors of production achieve the optimization and integration because of therapid development of Multi-National Corporation, so that the labor division of globalmanufacturing has to change to adapt the new requests.At present, the development of equipment industry for cement building materialsin China has to accelerate. Speeding up the transformation of development mode,sustaining implementation the development strategy which is “continuing technologicalinnovation, making project bigger and stronger” are the key factors for forming theequipment manufacturing suppliers which have international competitiveness. Facingthe internationalization strategy, Chinese cement equipment enterprises have to analyzethe current internal and external forms, strengthen the study and practice of modernmarketing concept, theories and methods, especially the full range of marketing ideasincluding relationship marketing, integrated marketing, internal marketing,performance marketing and other aspects of the application which create the economicand social benefits for the enterprise and society.Based on the summary of development situation and problems for the domesticcement equipment enterprises in China, combining with the developmentcharacteristics of domestic and foreign trade, as well as the overseas marketing trend,this thesis analyzes macro environment of international marketing, describes theinternational marketing strengths, weaknesses, opportunities and threats with theSWOT, determines the position of cement equipment manufacturing enterprises in thefuture, formulates the stable strategies and measures for international marketing.