A Plastic Machinery Enterprise Marketing Strategy Under B2B Business Mode

Along with increasingly fierce market competition, for standing out in the so many competitors, enterprises should not only strengthen their own by controlling production cost, researching & developing new products, but also should pay more attention to the application of marketing strategy. The development of computer information technology and the wide application of IT technology, which laid the foundation for the popularization of e-commerce marketing, at the same time the development of e-commerce marketing has brought a significant effect on the traditional marketing. Enterprise must be based on the existing market, the developing plan should combination of traditional marketing and e-commerce marketing, the plan should be a suitable and integrated marketing strategy, only in this way can survive in the worldwide revolution and development.This thesis mainly study in enterprises seek sustainable long-term development and development goals to keep long-term competitive advantage in the fierce market competition, combined with electronic commerce background, integrated the advantage of traditional marketing and e-commerce marketing, then summarized internationalization marketing strategy which is suitable for plastic machinery enterprise.This thesis through using SWOT analysis method, five analysis method of strategic management, combined with the characteristic of plastic extrusion machinery industry. Firstly through analysis of the impact of e-commerce on the traditional marketing strategy, due to e-commerce marketing has its own advantages and e-commerce marketing strategy has good developing prospects, summed up the electronic commerce marketing is the inevitable development trend of future business promotion. Second, analysis of the specific problems during development of electronic commerce in the macro environment, and combined with the lack of their own management problems, summed up the specific problems which restricting enterprise development electronic commerce. Thirdly, according to plastic machinery industry unique characteristics, analysis of plastic machinery industry own existing advantages & disadvantages, opportunities & challenges,summed up a suitable marketing strategy for the plastic machinery industry. Finally, analysis of the advantages & disadvantages, opportunities & challenges of A plastic extrusion machinery enterprises, combined with five analysis method, summed up internationalized marketing program which is suitable for A plastic extrusion machinery enterprises, and combination of B2B e-commerce marketing.