Research On International Marketing Strategy Based On Firm Life Cycle Theory

International marketing strategy is one of the most important processes in transnational business decisions,so that any business wants to develop overseas market,strategic choice to enter the international market means to get the benefits of the different from the international market,represents the degree of internationalization of different resource allocation.Therefore,how to choose the international marketing strategy is directly related to the success or failure of the international operation.Therefore,it is very important to choose an appropriate international marketing strategy in choosing the way to enter the international market.Enterprises should consider various aspects before choosing the way of entering the international market,and the most important point is to analyze and choose different ways of international marketing strategy combined with the product life cycle of enterprises.Enterprises in the implementation of international marketing strategy,the need for their own environment and the international environment are analyzed,including their own environmental analysis of the most important thing is to identify their products and services in the market stage of the life cycle,according to the product life cycle stage of the selective implementation of its international marketing strategy.The purpose of this study is to explore a method that can be used for enterprises to choose international marketing strategy from the unique perspective of enterprise life cycle,and then apply it to specific enterprises through general analysis.The full text mainly uses the literature analysis method to lay a solid foundation for the research;determines the strategic direction and divides the enterprise life cycle by the quantitative analysis method;carries on the analysis to the A company by the case analysis method.This paper summarizes a way to choose marketing strategy when enterprises participate in international business,that is,three processes: enterprise life cycle,SWOT based quantitative strategy analysis and international marketing strategy choice.In this paper,the business life cycle is divided into the introduction period,the growth period,the maturity period and the recession period by the combination of cash flow,investment cash flow and cash flow.SWOT quantitative analysis method combined with key success factors,establishment of IFE and EFE matrix and strategic fixed-point three steps to complete,through SWOT quantitative analysis method can get the strategic direction and intensity of enterprises.The international marketing strategy of enterprises should be based on the life cycle stage of the enterprise,and then choose the environment and strategic direction and intensity.