Research On OL Enterprise Global Marketing Strategy

According to Chinese Customs data of 2016,China is the main factory of dehumidifiers,80%of dehumidifiers are produced from China and we mainly export with OEMs.Affected by the USD rating,increasing cost on material and Labor cost,the advantage is not good for dehumidifier industry.With the rising of online shopping platform such as alibaba and amazon who provide global sales for Chinese supplier under big data.Industry 4.0 and ROHS issue speed up with the transition upgrades under LOT.This article takes OL enterprise as the example for dehumidifier enterprise global marketing strategy research.This article do analyze and research on the present condition of dehumidifier industry and home appliance export-oriented enterprise,5 big enterprise overseas internationalization and financial annual report,5enterprise from UK,US?Germany,Italian and 15 main export dehumidifier manufacturers.It using strategy management and product life-span theory,discuss about four different period of new age,grow age,mature age and decay age.It use online and offline sales mode and differentiation theory,brand strategy and vertical integration theory to definite the internationalization of OL dehumidifier factory under new economic age.This article based on the customer experience of online shopping and new media marketing,make theory for internationalization under US and Europe with different grow age product.To realize this theory,need equipped with salary system,performance management and excitation mechanism.This article not only provide theory basis for OL internationalization but also provide practice reference for overseas strategy practice and also conducive to the comprehensive dehumidifier manufacturers who have needs on oversea sales to realize the enterprise value.