Research On Marketing Strategy Of E International Company’s Glass Products

China’s international trade had experienced a golden age after entering WTO.However, the progress slowed down soon after for both domestic and external reasons.Domestically, export tax rebates changing reduced part profit of international tradecompanies; energy price rising made product cost added; E-commerce rising anddeveloping brought new challenge to international companies. Externally, maincountries’ exchange rate floats frequently and RMB has pressure of appreciation;commodity price in international market shows a rising trend; international tradebarriers exist all the time, etc., which factors lower China’s internationalcompetitiveness. Especially after Global financial crisis in2008, several economicentity was wrecked which made international market shrunk and heavily strokeChinese international trade companies. Moreover, some countries in Southeast Asiapositively develop labor intensive industry using cost advantage of national laborforce. China’s labor advantage had disappeared.E international company mainly manufacture and export glass products. Duringthe second half of2008, a lot of international companies appear decadent trend, whichreduction dropping or deficit is nothing, but collapsing overnight called really serious.E company cannot escape from the suffering also. Many customers “disappear”;orders reduce a lot; crisis and challenge coexist.The root cause for above is that E company has no modern marketing concept.So-called marketing in E company more like just selling products, use only a singleway, and the target is not clear at all. Most customer come from exhibitions, whichthough accumulate a large number of customers since company establish, but thecompany lack own innovation ability. Once meet global economic decline, itsshortage become visible rightly. This paper analyze E international company’s marketing environment fully anddetailedly, which aiming at problems existed, propose a practicable marketing strategyin the aspect of determining target market, positioning, and product, price, place,promotion tactics, etc. This paper also propose seven guaranteed measures to specificimplementation, including marketing concept, information system construction,business process, quality system, personnel system, R&D and innovation as well asrisk management.