Research On The International Marketing Strategy Of Changguang Digital Display Company’s Grating Digital Readout Products

Changguang Digital Display company, briefed as CDD in the following, is asmall and medium enterprise dominated by producing and selling grating digitalreadout products, the existing international marketing strategy has seriously hamperedthe development of the company. Facing with the promising international market ofgrating digital readout products and intensifying competition environment in thisindustry, CDD company must develop the practical international marketing strategy ifit aims to gain a sustainable and healthy long-term development.This paper analyzed the international marketing environment of CDD company inthe very beginning, elaborated the situation and trends of grating digital readoutproducts market and analyzed the characteristics of the customers, identified theposition and competitive advantage in the industry through the research of competitors’strength. This paper also diagnosed the international marketing situation of CDDcompany and pointed out the existing problems. On this basis, combined withinternational marketing management and industrial marketing related theory andaccording to the CDD company’s characteristics, the existing international marketingstrategy has been improved as the following. Change the past only attachingimportance to product performance and quality of the product strategy, implement thecustomer satisfaction oriented strategy, products and services to maximize meet orexceed customer expectations. Formulate the demand-based pricing strategy, strive forthe maximum increase profits space. Channel design is the hybrid channel, includingdirect sales and domestic traders agent, machine agent, foreign trade business agent,OEM distribution channel strategy of combining. According to the characteristics ofthis industry, make the advertising, exhibition marketing and network marketing toexpand their brand as the goal of the promotion strategy. Finally, in order to ensure that the new international marketing strategy implement, formulate a series of marketingstrategy of the implementation of the safeguard measures. This paper obtains fromestablishing international marketing idea. Then the international marketing talents,having a certain basic knowledge, mastering English, computer and otherprofessional technical tool, knowing about international trade theory and practice, areneeded. Next, take the combination of material incentive and spiritual incentive, forstaff career development planning and personalized ways of incentive mechanism andso on to improve the company incentive mechanism. The last is how to do a good jobin international marketing risk prevention and control.This paper conducted in-depth research of the international marketing strategy forthe grating digital readout products. Theoretically, it will enrich the industrialmarketing theory modeled on grating digital readout manufacturing enterprises, andimprove the grating digital readout industry on product marketing strategy, pricestrategy, channel strategy, promotion strategy and other aspects of specific research.Meanwhile, through the in-depth analysis of existing international marketing strategyas well as the re-development of the international marketing strategies andimplementation aspects of the research, it offered CDD company a theoretical andpractical reference. Improving the international marketing system and the corecompetitiveness effectively, it has important practical significance for enterprises tocreate economic value. The results of this study not only provide a solution for CDDcompany’s international marketing strategy, but also make a reference of other relatedindustrial enterprises.