Research On International Marketing Strategy Of Yanxiang Electronic

Heat exchanger is the common devices in the chemical、petroleum、food and many other industrial sector.it plays an important role in the production.With the rapid development of the world petrochemical, steel and other industries,there is a huge demand for the heat exchanger.In the international market, a variety of different types and kinds of heat exchangers developed rapidly, new structures, new materials, heat exchangers are constantly emerging, increasingly fierce competition among enterprises, which provide opportunities for our heat exchanger business, but it also brings challenges.Yanxiang Electronic Science and Technology Ltd. Co.(as follows called Yanxiang Electronic)is one of the heat exchanger industry,facing the development trend,how to use their strength,improve their weakness,seize market opportunities. Explore the international market,improving product competitiveness,increase market share,is the major issues that need the company to careful think.The article starts from the heat exchanger industry background and develop trends.Take Yanxiang Electronic as study object,use the international marketing theory to analysis the company’s international marketing strategy.First introduce the company. Analyze the company’s current situation,conclude that the company has a huge develop space in the future.at the same time point the existing question in the aspects of product, price, promotion and place. Then take the STP marketing theory as a guidance, discuss the demand characteristics of the international heat exchangers, conclude that the focus of the world is mainly on the Russia, India, Brazil and Southeast Asia, and regard these four regions as company’s market segments. Using the contraction method two times to confirm the target market, finally choose the Singapore as the target market, meanwhile,make the corresponding entry strategy.Then analysis the macro environment with PEST. as for the industry environment mainly introduce the competition and the demand in the target market, together with the export situation of our country heat exchanger in the future. through SWOT theory, we have a clear understanding of the company’s strength, weakness, opportunity and threat. Finally,combined with the above analysis, the author make out specific 4Ps marketing strategy,and provide the safeguards proposal, which in order to make the international strategy could effective implementation.The significance of this study is to provide a reference for the domestic SMEs. Hope it will have a certain reference value to the enterprise inter into the international market.