EU Market Export Strategy Of SJ Automotive Electronic Products

SJ company is a listed company of optical products,which has been developing steadily since its establishment.Since its traditional business has become a global market leader,considering the risk of dynamic market environment,a number of new business sectors including automotive electronics have been under cultivation,hoping that these seeds can become new engines to drive SJ's performance in future.Automotive electronic business is one of the seed that SJ company vigorously cultivates.In recent years,it has made small gains from scratch.But as the domestic auto industry has been growing for nearly 30 years,a large number of new auto electronic suppliers have emerged,and the market price competition is too fierce.Therefore,in order to ensure the healthy development of automotive electronic business and improve the profit margin,it is necessary to explore overseas markets.Among them,the EU market has become the preferred destination for SJ's automobile electronic products export due to its large capacity and strong inclusiveness.This paper is divided into seven chapters.The first chapter is the introduction,which mainly describes the background,significance,contents and methods of this paper;The second chapter is the theoretical review of international trade and international marketing,which mainly refers to the theory of comparative advantage,factor endowment theory,new production factor theory,international product life cycle theory,etc.;The third to sixth chapters are the core chapters of this paper The third chapter mainly describes the current situation of SJ company and the current development of automotive electronic business,as well as the problems existing of EU market export;The fourth chapter is the PEST factor analysis,five force model analysis and SWOT analysis for EU automobile market;The fifth chapter is based on the above analysis,through product portfolio,brand promotion,channel construction and reasonable pricing strategy.These four steps determines SJ's automobile electronic products export strategy for the EU market;The sixth chapter is to discuss how to ensure the successful implementation of the above export strategy,including organizational structure,personnel and team construction,financial support,information construction.And enumerate the various security measures that can be implemented.The seventh chapter is the conclusion,as well as acquaintance and prospection of this paper.This paper hopes to provide theoretical and practical support for SJ's secondary development through the analysis and research of SJ's automobile electronic products export strategy in EU market.And provide reference and practical thinking for many domestic automobile companies who are willing to explore EU automobile market.