The Research On DEPC Company Engine Products' International Marketing Strategy Improvement

Under the background of economic globalization,more and more Chinese equipment manufacturing enterprises are deeply integrated into the global industrial chain,and trade with enterprises all over the world.However,the international political and economic situation are still grim,trade frictions between countries are frequently,and the risk of gloab exchange rate instability increases greatly.In the international market competition,how to reasonably avoid risks,improve their own competitiveness,and strive for more benefits,is an important issue that every export enterprise is faced with at present.The thesis takes the international marketing strategy for DEPC company engine products as the research object,describes the enterprise present market situation,puts forward the existing marketing strategies problem,analyzes the internal and external environment.Aiming at the marketing strategy,puts forward the corresponding improvement scheme and the implementation guarantee system,so as to ensure that DEPC company can better engage in marketing activities in the international market and finally realize the marketing target of the enterprise.Firstly,through PEST analysis,five-force model,analyze the external environment and internal conditions of enterprises,lead the results into EFE matrix and IFE matrix,then determined the opportunities and threats,strengths and weaknesses of the key factors.Secondly,using producer market segmentation variables,subdivide the international market,and then determine the target market.According to the product industry,make market positioning.Finally,formulate the improvement scheme of international marketing strategy,and put forward the corresponding guarantee scheme.The research on this thesis has certain guiding significance for DEPC Company to adjust and improve marketing strategy as soon as possible,and then enhance its own competitiveness and to realize the sustainable development.