Study On Marketing Strategy Of TX's Tire Export

China is the largest tire production base and distribution center in the world.China's tire production accounts for more than 35%of the world's total tire production.After more than 10 years development,the demand for products in both domestic and overseas markets has become saturated.In recent years,the overall situation of the tire industry is not optimistic,due to international economic turmoil and a slowing domestic economy.On the demand side,with the rise of worldwide trade protectionism,China's exports tire,with traditional comparative advantages,frequently encounters anti-dumping or anti-subsidy investigations in various countries of the world.On the production side,due to long-term irrational expansion,there are a lot of backward production capacity in the tire industry.About 15 tire manufacturers withdrew from the market only in 2018.Under this background,as a medium-sized enterprise with tire export as its main business,TX Company does meet and feel the pressure of-survival.In the course of 15 years7 development,TX has experienced not only the high-speed development stage of compound annual growth rate approaching 20%,but also the operational crisis of negative sales growth rate.TX's overseas sales perfo.rmance has shown weak growth,facing with the challenge that living space of overseas export market was coiimpressed.Only by adjusting the business model and marketing strategy can enterprise survive and develop.In this paper,external and industrial environment of tire export are analyzed with the tire export industry as research object and relevant analysis tools of-marketing science,and on this basis,TX's marketing status and existing problems are summarized.Subsequently,based on TX's marketing objectives and STP model,TX's target market and market positioning are analyzed.TX's tire export marketing strategy is formulated from four aspects:product,price,channel and promotion.In the channel strategy,new channel conception,which is combined cross-border e-commerce business with export channel of industrial products,provides a big part in this paper.Meanwhile,guarantee measures and suggestions for implementation were put forward f-rom the management system,personnel guarantee,risk control and other aspects,in order to promote the implementation of marketing strategy.In the process of completing this paper,the author consulted a large number of background information and theoretical literature,hoped to work out a set of export marketing strategy for TX by linking theory with practice,and could help enterprise to get more shares in overseas target market,promote brand building and achieve higher sales and profit goals.Author also hoped that this paper could be read for reference for many small and medium-sized enterprises which are facing harsh market environment,and could help more peers to plan and formulate suitable export marketing strategies for their own enterprises,so as to obtain greater living space and economic benefits.