Research On International Marketing Strategy Of HZ Company Dehydrated Fruits

China is a big fruit-producing country.The fruit industry is the third largest industry after China ranks in the crop and vegetable industry.It occupies an important position in our national economy.With the development of China's economy,the government has strongly supported the deep processing industry of agricultural products.The fruit processing industry has become an industry with significant development potential that promotes the development of China's characteristic agriculture and stimulates the development of the food industry.More and more fruit manufacturing enterprises have reached international standards in terms of product processing technology,technological innovation,production scale,overall quality and safety management level,and China's rich fruit resources have provided abundant fruit processing.The raw material guarantee also makes China's fruit processing products have a clear comparative advantage in the international market.Due to the late start of the internationalized operation of Chinese enterprises,the limitations of management level and the lag in international marketing concepts,the small and medium-sized private enterprises encountered many setbacks and difficulties in the process of international marketing.This paper selects HZ company as a research case.It analyzes the marketing environment from two aspects,which are domestic export environment and international export environment,further puts forward the specific analysis of internal and external factors which influence HZ company's international marketing strategy.On the basis of company's present development and trade situation,this paper comes out SWOT Analysis.Then it formulates marketing strategy target,target market selection and product positioning through company's oversea marketing practical activity,with the guidance of marketing strategy theory.Finally,based on the marketing mix theory,it makes an analysis of company's current marketing situation and gives marketing advice,suggestions of implementation,as well as the safeguards.Through research and analysis,the company has many problems such as single product,weak brand awareness and lag of marketing concept.To ensure the continuous development of productivity,it suggests the company expand the production scale,renew facility and enhance innovation ability with its advantages of resources and technical ability.Strengthen new product development to rich product variety and create brand;Propose differentiated marketing strategies for different target markets,break the traditional single marketing mode and expand the international market through multiple channels;In view of weak development ability of the marketing team and lack of talents,it is proposed that the company should improve its training and promotion mechanism,provide employees with platform to achieve self-worth,improve the management level and technical level.Establish and perfect honor system and salary system,accelerate the introduction and training of talents.Innovation of this paper is in the concrete analysis of HZ company in today's international marketing situation,and diagnose its disadvantages on the basis of the marketing strategy,combined with marketing theory,through the data analysis of seeking truth from facts conform to the enterprise marketing strategy of the optimization measures are put forward.