On Overseas Marketing Strategy Of XM Science And Technology Limited Company

Economic globalization is the trend today and the inevitable choice,and direction of development of many Chinese enterprises are facing. In recent years, with the explosive growth of the Internet and mobile terminal products, Chinese mobile terminal market to the rapid development of the domestic market has become increasingly saturated.The mobile terminal products enterprises must to adapt to the trend of economic globalization, development and enhance the competitiveness of enterprises, and its research of overseas marketing development strategy, and actively expand the international market, to become the enterprise strategy development and survival.In view of the global mobile phone market upheaval, intelligent mobile terminal tide will quickly marginalized established companies such as MOTOROLA, nokia and apple, samsung such as the emergence of a batch of new stars, XM conveniently and rapidly emerging mobile phone has been a huge success of the new situation, this paper takes the XM technology companies as the research object, the XM company mobile phone products in the domestic and overseas marketing present situation, and XM technology mobile phone products in the competition of marketing development situation and the existing problems, using PEST analysis method, porter model of "five" for evaluating and analyzing the external marketing environment of the company in XM technology based on the elements that mobile phone products marketing environment and the comprehensive combing, the industry characteristics of the firm, the external environment and internal environment on the basis of comprehensive analysis, integrating theory with practice, from XM company overseas marketing strengths, weaknesses, opportunities and threats, SWOT analysis model to carry on the system analysis, further clarify the XM technology of mobile phone products overseas marketing internal core competence decides the advantages and disadvantages and overseas marketing external macro environment brings opportunities and challenges, for their overseas marketing strategy management provides basis and reference.The idea of this article is as follows: Chapter 1 Introduction, in this article selected topic background, research purpose and significance, theoretical overview, introduces the research method and train of thought and so on, for a full text groundwork; The second chapter for XM overseas internal influence factors were analyzed, and the marketing strategy from the market positioning, marketing channel, human resources, tangible assets, production capacity, research and development level, the marketing competitiveness and core competitiveness eight aspects carries on the comprehensive analysis; The third chapter, external factors of XM overseas marketing strategy of science and technology are studied, using the model of "five", PEST analysis method to analyze external environment; The fourth chapter using the SWOT analysis, combined with AHP analysis method to design the overseas marketing strategy alternatives, choose SQPM matrix is used to derive the appropriate scheme; The fifth chapter, the XM overseas marketing strategy of science and technology put forward the marketing strategy innovation, marketing strategy recommendations; The sixth chapter of the article is summarized and prospected.