Research On Marketing Strategy Of KOE Commercial Display Products In US Market

In the economic globalization,more and more Chinese company join in the global competition.However,majority of companies,which tried to explore the oversea market in the local destination market,are unsuccessful.Among the cause of failure,the main reason is the wrong or incomplete marketing strategy.How to choose a suitable marketing strategy to lead a company's oversea explore plan.This paper,based on the overseas expansion of commercial display products of KOE company,begins with a thorough study of American commercial display market demand and consumer demand for products,combined with the advantages of the company's comprehensive ability and resources,to formulate the future marketing strategy of the company,and help to win the incentive competition in the commercial market of the United States.First,this paper uses PEST and Potter's five force model to study the political,economic,social and technological trends in the American market,as well as the competitive state of the industry,to assess the possible opportunities and potential obstacles for the KOE commercial display in the US market.Then,analyze the internal environment and comprehensive capabilities of the KOE and the advantages of the internal capabilities of the enterprise.This paper takes the KOE company commercial display products to expand overseas as the background,from the study of the commercial display of the market demand and consumer demand for products,combined with the company's comprehensive ability and the advantages of resources,marketing strategy to develop the company's future,help to win in the American market in commercial competition.Finally,through the decomposition of the marketing strategic target and the preparation and perfection of the supporting work plan needed for the strategic implementation,the KOE will be escorted for the realization of the company's marketing strategic target.The compositionThrough the research and implementation of the marketing strategy of KOE American company,the author hopes to make up for the shortcomings of the existing marketing model,to sort out the management ideas,to concentrate resources and advantages to enhance the core competitiveness,and to promote the success of the company's commercial display market in the United States.At the same time,we hope that the case of KOE can play a reference role for domestic small and medium-sized export oriented manufacturing enterprises to "go abroad" and expand overseas market.