Henan Hongxing Company Southeast Asia Marketing Strategy

Along with the development of economy globalization and market internationalization, especially China’s official join in WTO at Nov.2001, most of Chinese enterprises start to enter into international market. Although there are more choices for Chinese enterprises development, meanwhile Chinese enterprises face more sharply competition. So international marketing becomes more and more important. With Chinese social progress, economical development and people’s living standard improvement, the cost of labor force become higher and higher in china. So Chinese enterprises are losing the advantage of cheaper labor force what Chinese enterprises always depend on to take up the international market. In new social and economical environment, Chinese enterprises face very important questions, such as how to improve enterprise operating management, how to effective exert enterprises advantages, how to grasp the marketing choice, and how to make out workable international marketing scheme.Henan Hongxing Company is medium and large family-owned firm which is professional manufacture mining equipments which include crushing series and ore-dressing series. Mining equipments is the industry foundation of one country which main use to exploit and extraction the natural resources, build base installation ect. At present, hongxing company main exports products to Southeast Asia market. Although hongxing brand products have enter into Southeast Asia market, hongxing products have worse influence and lower market occupancy on Southeast Asia market. All of those appearances are caused by below reasons; Hongxig Company has no complete international marketing function, no accuracy marketing position, no good customers relationship management, single international marketing channel, the worse ability to provide technical supported before sales and worse brand reputation etc.With the problems which henan hongxing company occur during southeast asia marketing, the article first analysis developments history of mining machinery industry, developments present situation, and development tendency in the future, also analysis the distance of production capacity and types of mining products between Chinese enterprise and international enterprise. The article points the advantage and challenge of Chinese mining products. And then Hongxing Company’s situation and Southeast Asia marketing situation are system analysis. And meanwhile combine with advantages and disadvantages, henan hongxing company find the exactly position on the southeast asia market. And then Hongxing Company makes out product, value, people promotion, brand and relationship marketing strategy to improve Southeast Asia marketing level, and accompany with product, people, organization and service supporting measure to make sure the Southeast Asia marketing strategy can carry out efficiency.Author wants to according to Hongxing company international marketing strategy detail analysis to improve the speed of Hongxing company take up southeast asia markets, improve Hongxing brand reputation, make the organization more reasonable, the people more professional. And by this way, Henan Hongxing Company can really start to international development.