A Study On International Marketing Strategy Of Yiyang Rubber & Plastics Machinery Group

As the upstream enterprise of tire industry, rubber machinery industry always has a tight link with automobile industry and tire industry. Since the economic crisis in2008, rubber machinery industry did take impact of it, with the change of automobile and tire industries, so does the rubber machinery industry. As a well established rubber machinery company, Yi Yang Rubber & Plastics Machinery Group Co,.Ltd also experienced series of changes like the group strategic target changing and merging, as pillar industry, the rubber machinery manufacturing is also influencing other related industries of Yi Yang. Though Yi Yang has remained within top ten of world rubber machinery industry since the economic crisis in 2008, it’s still facing the strong competition from other companies. Base on keeping the advantage position now, how to further explore global market and find more potential international partners through adjusting the international marketing strategy, is the internal requirement of Yi Yang to face the fierce competition in post economic crisis era and to win more international orders; and also is the external requirement of complying with the national industry development transformation and improving the technological content of existing products.This essay starts with the international marketing, by using the PEST analysis and Five force model to analyze the external environment of international marketing strategy of rubber machinery products of Yi Yang Group, to have the macroscopical result of influence to Yi Yang’s international marketing strategy caused by society,economics and policy. Then to analyze the internal factors of company base on SWOT analytic, so as to conclude the improving direction of Yi Yang’s international marketing strategy.