Research On International Marketing Strategy Of Traditional Chemical Enterprise KM Company

Under the background of economic globalization,more and more Chinese enterprises have begun to enter the international market and become important exporters of manufacturing capacity.As a traditional fine chemical product,rubber chemicals are increasingly concentrated in China.Since 2012,China’s rubber chemical production capacity has gradually occupied 70% of global production capacity,becoming the global rubber industry rubber chemical raw material production.At the base,more and more rubber chemical manufacturers are beginning to enter the international market.As a large-scale manufacturer of rubber chemicals in China,KM has been aiming at the world’s leading tire enterprise customers since its establishment.It has continuously explored and improved its international marketing strategy and relied on international marketing to promote the development of overseas markets.This article takes KM company as an example,combined with international marketing theory,using SWOT analysis,PEST analysis,Porter’s five-force model and other theories,we find KM’s problems in the international marketing process,including product homogenization and production capacity.The order requirements are not matched;the pricing method is traditional,the pricing method is single;the overseas sales channels are too dependent on the marketing center,the overseas subsidiaries are not fully utilized;the promotion methods lack diversification;the overseas subsidiaries’ service innovation and cultural integration;trade war and technical certification Barriers,etc.,and analyze the reasons.Based on STP marketing strategy and 4Ps marketing theory,the optimization plan is proposed,including technological innovation,pricing strategy optimization,overseas market cooperation,brand internationalization,service innovation,response to trade wars and standardization of international regulations,and proposes safeguard measures,including technical cooperation and establishment of internal marketing of the company.Awareness,accelerating adaptation to local culture,and optimizing management of international marketing organizations.Advising on the development of KM’s overseas marketing,and providing reference and reference for the international marketing of rubber chemicals and fine chemicals.