Research On The International Marketing Strategy Of Zhejiang Tongxing Iron Tower Co.,Ltd

Zhejiang Tongxing Iron Tower Co., Ltd is a private joint-stock company, in the context of domestic manufacturing industry upgrading, an increasingly fierce competition of domestic market and economic globalization, the company has the awareness of the importance of international marketing. However, the company hasn’t yet done much work in international marketing.This paper firstly reviews the theory of international marketing. Secondly it analyzes the status of international marketing and the main problems for the company, points out that the export scale for the company is too small, and the company needs to overcome their own problem and expand export shares. Then through in-depth study of the external and internal environment of the company’s international marketing, we get clear that during the international marketing, Tongxing has advantages in quality of product, price and team management and disadvantage for finance cost, international marketing channels and incentive policy.This paper also makes analysis on the target market of Tongxing, and finds that their target market is Southeast Asia, Africa and Latin America. Built on this basis, I formulate the appropriate combined international marketing strategy for the target market. Finally, I propose the implementation measures on following points to ensure the international marketing strategies:International marketing management, personnel training and recruitment, incentive policy, e-commerce platform building, international marketing risk control, understand of the rules of the international market etc.This study is of great significance for Zhejiang Tongxing Iron Tower Co., Ltd. Meanwhile, the marketing strategies made in this paper is valuable reference for other Chinese electric equipment manufacturing enterprises who is seeking to enter international market.