The Research Of Z Corporation For Telecom Equipment Abroad Marketing Tactics

For the enterprise, the brand strategy is the use of success or not, the relationship between the enterprise's future development and long-term development strategy planning. Today, the world's major well-known companies are actively expanding its international marketing, go abroad, to join the world economy wave.At present, China's telecommunications industry market, although the system has gradually improved and standardized, some of the strength of the equipment manufacturers are starting to consider opening up new development road, to join the world of marketing strategy wave tide. Z company from a small private company to develop international large companies, but also China's most typical example of the international development road, one of the telecom companies, with a large number of independent intellectual property rights, its experience in the international development process are worth learning from other companies. Z company not only is China a famous private communication equipment suppliers, and high added value and high technology industry enterprises, Z company has more deeply aware of, relying solely on the domestic market far enough to meet their development, into the international communications market is the further development of appropriate way.First of all, the paper studies the theoretical basis and the basis of the relevant research, and points out the theoretical significance and practical significance of the research, and points out the current situation of domestic and foreign related research and the significance of the research, and provides the theoretical guidance for the following research. Part 2 is the marketing theory and related literature review. Part 3 analyzes the current situation and problem analysis of the abroad of communication equipment of Z, and finds out the problems existing. Part 4 focuses on the analysis of the international marketing environment of Z and the analysis of customers and competitors from two aspects of macro and micro level. Part 5 for Z abroad marketing problems formulated specific coping strategies, through to enhance core competitiveness of the brand, to achieve the internationalization of capital operation, strengthen cooperation, strengthen the brand propaganda etc. to achieve its abroad marketing strategy, and draw corresponding management experience. Part 6 is the marketing strategy of Z to implement security and risk management. Part 7 is the summary and Prospect of the research of the full text.