| In recent years,with the rapid development of the international stone industry,the export of stone industry from China always keeps a growth trend.However,due to the unstable exchange rate,increase of trade barriers and trade frictions,international trade competition is also increasing.Domestic rising raw materials,labor cost and transportation costs have led to unprecedented market competition and meager product profit margin.Because of the serious homogenization of stone products,the lack of innovation ability and weak brand awareness,The stone products are lack of core competitiveness in the international market.Coupled with the environmental protection,many stone mines have been shut down and rectified,so the shortage of mine blocks has had a great impact on stone exports.Faced with such a complicated domestic and international environment,China’s foreign trade stone enterprises,especially small and medium-sized foreign trade enterprises like YFY,how to formulate a suitable international marketing strategy and further participate in international competition is an issue that urgent needs to be considered for the survival and development of enterprises.Based on the modern international marketing theory and other related theories,this article introduces the development history and international marketing status of YFY which exporting stone products and analyzes the external and industry environment faced by YFY;then use SWOT analysis to analyze the advantages and disadvantages,opportunities and threats of YFY;then use STP theory to determine the YFY company’s target market selection and market positioning;Aiming at a series of problems such as weak product market competitiveness,backward marketing concept,long marketing channels,insufficient promotional means,this article finally develops international marketing strategies for YFY company;Meanwhile,This article points out which YFY needs to concern,including strengthening marketing team building,improving company system management,improving product brand building and controlling international marketing risks.The study on international marketing strategy of YFY is of great hopes to solve the problem of the company’s current development and provide reference for the company to formulate long-term strategic goals in an increasingly complex international environment.At the same time,it also hopes to provide a certain reference large and medium-sized foreign trade stone company which want to participate in and expand the international market. |
