Research On The Optimization Of DB Lighting(JiangXi)International Marketing Strategies

Today,as the further development of globalization,economic globalization has been an irreversible historical trend.As the animateur and impeller of open world economy,China provides strong power for the development of world economy.Meanwhile,with the increase in the uncertain and unstable factors for the world economy and the appearance of trade protectionism and unilateralism,risks and challenges to the economic globalization have been intensified.Sino-American economic and trade frictions in 2018 and outbreak of Novel Corona Virus Disease in2020 brought a huge impact on global trades.Currently,Chinese enterprises are closely connected with the international market,and participate in the international division of labor in depth and breadth.Because many Chinese enterprises are accustomed to domestic market competition,do not understand and even misunderstand the international market,they are caught in the operation forked road.It is particularly important to strengthen the research on the optimization of enterprise international marketing strategies and the analysis helping enterprises expand diversified international market and reduce the reliance on the single market of a country to further improve enterprises' anti-risk capacity.Known as the third revolution in the history of human lighting,LED lighting ushers in new development opportunities as healthy life and energy saving become more and more popular among people worldwide.Established in December 2011,DB Lighting(Jiangxi)is a lighting company focusing on the production and sales of high-efficiency electronic energy-saving lamps and LED lighting electrical appliances and providing various products widely applied in the field of civil and commercial lighting.With an aim to be a professional lighting solution provider,DB Lighting(Jiangxi,a wholly owned subsidiary of the listed company DB Lighting(Group),started export business in 2017.Taking DB Lighting(Jiangxi)as a case,the paper analyzes the current situation of the international marketing of the company,deeply discusses the disadvantages in the international marketing of the company,with the objective to provide a more systemic and scientific international marketing program,so as to help the company adapt to the complicated and changeable international market environment and increase the benefits of exploiting the international market.According the train of thought of “proposing problems,analyzing problems andsolving problems” and based on the original international marketing strategy system of DB Lighting(Jiangxi),this paper analyzes the current status of the international marketing of the company and finds that there are five problems in the company,such as large export fluctuation in the main target market,primary mode to enter the international market,international marketing portfolio strategy without resultant force,weak risk prevention awareness and imperfect marketing talent structure.Taking problems as the orientation,the reasons of the problems include the lack of systematic thought for expanding the international market,inadequate experience in international market and lack of the dynamic tracing of the international market.Referencing successful international marketing experience of well-known enterprises at home and abroad,through the exploration,this paper proposes to choose the countries along the“Belt and Road Initiative” as the international market,enter the international target market through multiple approaches and apply the combined strategies of international marketing,pay more attention to the risk prevention of international target market and perfect the construction of international marketing talent system.Meanwhile,it is hoped that this paper can provide references for the international marketing practice and theoretical research of other enterprises in China.the paper come to conclusions:selection of international market is the first key step with diverse entrance into target market.Good combination of marketing strategies is of upmost importance to occupy the international target market Cultivation of talents is the fundamental guarantee for smooth implementation of the international marketing strategy.More attention should be paid to the prevention of risks and control them when exploring the international market.It is hoped that this paper can be used for reference by other companies in China in their international marketing practice and theoretical research.It is hoped that this paper can be used for reference by other companies in China for their international marketing practice and theoretical research.