US Marketing Strategy Research For W Company Valve Products

Since China's accession to the WTO,W Company has taken the lead in adopting its own brand strategy to enter the international market,seized the market development opportunities,and rapidly developed into a leading enterprise in China's valve industry,and has maintained a leading position in the market for more than ten years.However,after experiencing a period of rapid development,with the advancement of global integration,the international valve market economy is becoming increasingly fierce,W company is facing competition from similar enterprises in the original low-cost countries.At the same time,China's lower demographic dividend,higher manufacturing costs,higher environmental protection requirements and other factors have led to W company's costs rising year by year.In addition,trade protectionism,represented by the new U.S.government,began to curb the development of Chinese enterprises,which also led to the slow growth of W company's international market business in recent years and the severe test of its market position.In this context,this paper takes W company's American market as the research object.Firstly,the marketing environment of W company's valve products is analyzed.The external environment of W company's valve products in the United States is analyzed mainly by using PEST theory tools,and the market competition situation in the United States is analyzed.Combining with W company's internal condition analysis,the SWOT strategy matrix is listed to determine the marketing war in the United States.Secondly,after analyzing the current situation of marketing work in the United States,it is found that the inadequate market segmentation,lack of specialization in target market selection,ambiguous target market positioning and many problems in marketing strategy of W company lead to long-term staying in the middle and low-end market of the United States.Then,this paper uses STP theory to subdivide the market of the United States,analyze and select the market.It chooses the target market suitable for W company,positioning the target market and formulates the corresponding marketing strategy combination,namely: product,price,channel,promotion and public relations.Finally,it formulates the corresponding marketing strategy safeguard measures in the aspects of marketing concept,organization,personnel,partners and expenses.This study has great significance to the development of W Company's American market,and has certain reference significance for the overseas market development of many similar industrial manufacturing enterprises in China.