Research On Overseas Marketing Strategy Of The ZX Truck Group Company

With the rapid development of global economy,the continuous investment in infrastructure construction,the rapid development of logistics industry,the mechanized operation of urban sanitation work,and the need for convenient travel and life,automobile,as the main means of transportation,is widely used in home life,engineering construction,logistics transportation and special operations.As the pillar industry of the country,automobile industry shows its important role and strong development momentum.China’s auto sales in 2017 were 28.88 million,up more than 3 percent year-on-year in 2016,of which commercial vehicle sales were 4.16 million.In 2017,China exported 891,000 automobiles,up 25.8 percent year-on-year,among which 252,000 commercial vehicles were exported,down 8.9 percent year-on-year.Facing the fierce competition environment in the domestic industry,the auto manufacturing enterprises have weak growth and excess capacity,and many enterprises turn their development goals to overseas markets.But political,economic and cultural diversity in overseas markets has complicated marketing campaigns.At this point,how to choose overseas marketing strategies becomes very important.Overseas marketing strategies can provide technical support for selecting target markets,guide the development of overseas marketing activities,guarantee the orderly implementation of marketing activities,and actively defend and resist various risks.This paper expounds the basic theory of marketing,to explore the essence of marketing theory,evolution process of marketing theory,the causes of overseas marketing formation,current situation and positive significance of the development,with ZX auto group in the international market marketing present situation as a case,using the method of literature and analysis of specific case,through the analysis of ZX auto group,the situation in the external environment,using the SWOT analysis tool,to find the advantages and disadvantages of internal and external opportunities and threats,and summarize ZX auto group in the overseas marketing strategy combination.This paper adopts the combination of market strategy,marketing model and capital strategy to implement the strategic target of ZX automobile group in overseas marketing.Risk prediction and safeguard measures are put forward in order to guarantee the realization of overseas marketing goals.At last,the conclusion of this paper is systematically sorted out to find out the deficiencies and put forward the future direction.Innovation point of this article is to summarize the basic theories involved in marketing related factors,according to the marketing business process and customer requirements,design of overseas marketing strategy choice paths,combined with specific national conditions of the market to find the key marketing factors,on the basis of the strategy choice path,the choice of critical execution plan,provide a complete product service solutions.At the same time,the supervision and evaluation mechanism of marketing is throughout to ensure the validity of marketing selection.In this paper,the research work has a guiding significance for overseas marketing,to expand overseas marketing ideas,looking for niche market and potential customers from different angles,finally find a joint point of enterprise advantage and customer value,make effective business follow up strategy,realizing the maximization of customer value,promote the marketing work smoothly.Expanding the scale of the market share and business advantages to the formation of the "herd effect" stimulate the market and the trend of "Matthew effect" caused by industry,raise public awareness of their own brands overseas market,set up the independent brand the image of first-class products,create world brand of commercial vehicle,driving China’s first-class equipment to the world.