A Study Of Oversea Marketing Strategy Of W Tire Corporation

China is a big country for automobile production,the developing of automobile industry has been stimulating the tire industry long-term,stable development,China's tire production and export volume ranked first in the world for many years.However,after the 2008 international financial crisis,the world economy is shrouded in the haze of trade protectionism.China's tire exports are increasingly affected by international trade barriers,continue to be influenced by the United States' "Double Reverse" and the tariff or non-tariff barriers of other countries.W Corporation is a large state-owned enterprise specializing in the production of automobile tires,engaged in tire export business for more than 20 years,exports accounted for nearly half of the company's total sales,the overseas business has a pivotal position.But in the current high trade barriers,the export business has been tumbled,the corporation's overseas market is in trouble.How to find a suitable overseas marketing strategy which fitting its own characteristics as soon as possible,and to lay this “marketing breakthrough war”,is placed in front of W Corporation as serious issues.In this paper,the PEST,SWOT,Porter's Five-Force Model,STP and 4P Marketing Mix Theories are used in analyzing.First,this paper analyzes the status and the environments of W Corporation's overseas marketing,and then analyzes the causes of W Corporation's overseas marketing problems.Finally,according to STP analysis,combined with 4Ps theory,this paper proposed W Corporation's overseas marketing mix strategy,including:(1)Implementing a new product portfolio strategy,new product development strategy and quality multi-brand strategy.According to the life cycle of product,the new product plan will be adopted,and the old product plan will be introduced.(2)Implementing cost-based pricing and flexible price adjustment strategies to truly reflect the value of the product,and develop a perfect KPI test.(3)According to the market capacity of flexible mode of sales channels,formulate perfect assessment system for international distribution channels and selection process,develop dealer incentives,channels to enhance the cohesion and centripetal force.(4)Through the car race platform,highlighting of the international exhibition and maximize the use of resources,vigorously enhance the brand value.The results of this study may help to promote the W Corporation to achieve "Thirteen Five" Plan,enhance international competitiveness and competitive advantage of tire export.At the same time,it can provide reference and inspiration for peer tire enterprises in formulating overseas marketing strategies.