International Marketing Strategy Research Of WM Company

According to the latest data from the China National Bureau of Statistics,the total volume of imports and exports of China small and micro enterprises has exceeded that of all large and medium enterprises.Many small and micro enterprises have become the main force of China's international trade,and have also made outstanding contributions to the economic development of the entire country.With the development of network technology,the advancement of electronic information technology,and the continuous deepening of economic globalization,cross-border e-commerce has become a new type of business model,and its proportion in import and export trade is becoming larger and larger.Wide attention from all walks of life.According to the "China E-Commerce Report(2018)" of the Ministry of Commerce in May2019,the total transaction volume of China's e-commerce in 2018 reached 31.63 trillion yuan,an year-on-year increase of 14.5%.Among them,the total value of cross-border ecommerce imports and exports was 134.7 billion yuan,a year-on-year increase of 50%.Among them,exports were 56.12 billion yuan,an increase of 67%.It can be seen that cross-border e-commerce is one of the most important channels for small and micro enterprises to develop export trade and carry out international marketing.However,due to the level and limitations of the development of small and micro enterprises,they also face huge problems in international marketing,especially in cross-border e-commerce marketing.This article first introduces the research background and significance of the paper in detail,reviews the marketing theory required by the thesis research,then describes the current situation of WM's international marketing,summarizes its main characteristics and related problems.and analyze the macro and micro environments of the company.and use the SWOT analysis tool to summarize the advantages,disadvantages,opportunities and threats facing WM's international marketing,and then use STP theory to analyze the target market,was reselected and repositioned it.Finally,the international marketing strategy of WM was redesigned with reference to the 4P theory,and related safeguards were formulated to help the marketing strategy be implemented smoothly.This article hopes that through the analysis of WM,it can provide a useful reference for small and micro enterprises to develop international marketing and develop global markets under the current situation.