Research On The Optimization Of The International Marketing Strategy Of The Exhibition Equipment Of Yangzhou ZLD Company

After more than 40 years of reform,opening up and development,China's economy has risen rapidly and has gradually changed from a large population to an economic power.At the same time,China has gradually lost its resource advantage of cheap labor,competition in labor-intensive industries has become increasingly fierce,and a considerable part has shifted to cheaper areas such as India,Vietnam,and Laos.Especially for low-end products,Price competition is getting more and more intense.In the information age,along with the rise of technologies such as the Internet of Things,big data,and cloud computing,the global economy has also evolved from a single model to a diversified model,driving the development of the global international economy.However,since the economic crisis in 2008,the global economy has experienced a sluggish recovery,far from keeping pace with technology.The Sino-U.S.trade war has made it more difficult to market international trade companies that target the United States.The exchange rate of RMB against the US dollar has increased by 2.18%from the beginning of this year to March 15,and the pressure of appreciation has continued to rise.In the reform of VAT,the original 16%was adjusted to 13%and the original 10%was adjusted to 9%,but at the same time,the rebate rate of commodity exports has been lowered.The upstream factories have not agreed to reduce the price,so the buyers have to cut the price first.All these have increased the marketing difficulty of international trade enterprises.We need to rethink how to orientate our international trade,how to develop it,and how to enhance our core competitiveness.These are all questions that need our deep thinking.The display stand products operated by Yangzhou ZLD Company are labor-intensive products and are closely related to the economic development.In the past two decades of international trade marketing activities,a set of marketing models has been formed.However,these marketing models are too single and traditional,unable to keep pace with the development of the information age,there are still many places that need to be supplemented and improved.This paper will use comparative analysis method and case analysis method to integrate and analyze the existing product resources,customer resources and other resources of ZLD Company in Yangzhou.From the following aspects,we will optimize the international trade marketing of the display stand products of Yangzhou ZLD Company:clarify the business goals of Yangzhou ZLD Company,supplement international marketing strategies and tactics,develop innovation and transformation cross-line marketing,improve and optimize the existing product system and price system.To make it more systematic and specialized,to supplement and improve the existing online and offline marketing models,including the use of advanced network technology and application software as international marketing tools,optimize the existing online marketing models,and improve customer experience and service quality;Set up storage and services in the target market,or seek agency cooperation,supplement telephone marketing and refine the marketing model of the trade fair,so as to improve offline marketing;Various marketing modes are combined to form a combination marketing model.The use of emotional marketing,event marketing and other marketing means to carry out international market expansion in order to enhance the effectiveness of international trade marketing,hope that through the above international marketing strategy optimization,enhance the core competitiveness of Yangzhou ZLD company,so as to achieve business goals.