Research On International Marketing Strategy Of Group HC’s Passenger Cars In Iran Market

Under the trend of globalization,the complexity and dynamics of the international market environment are increasing.the rapid rise of emerging markets and emerging middle classes,new technological changes and other changing factors make international enterprises face more opportunities.Chinese enterprises are playing a more important role in the international market as they move towards the world.Chinese cars are increasingly emerging in the world’s emerging markets,and auto manufacturers are constantly expanding the cake in the international market by exporting whole cars,exporting spare parts and directly building factories.In the third world countries,there are no countries with weak domestic automobile industry or automobile industry,and there is often great demand.such markets become the key markets that Chinese automobile manufacturers pay attention to,among which Iran market is one of the most representative.In order to help HC group to formulate strategies for international marketing activities in Iran market,this paper combines the relevant theories of international marketing,as well as the characteristics of Iran’s automobile market environment and the characteristics of enterprises and products themselves to formulate strategies.This article first summarizes the connotation and characteristics of international marketing strategy,the factors influencing the international marketing strategy of enterprises,the entry ways and choices of international markets,briefly introduces the classification of international marketing strategy,and analyzes the main contents,formulation basis and formulation methods of international marketing strategy in detail.Secondly,the development course of HC group and the current marketing situation of HC group are studied,and the external marketing environment,internal marketing environment and five forces environment of HC group in Iran are analyzed.Thirdly,SWOT tool is used to analyze the advantages,disadvantages,opportunities and threats of HC group passenger cars in Iran market,and on this basis,the product positioning,marketing objectives and market entry strategies of HC group in Iran market are made clear,and the international marketing strategies of HC group in Iran market are elaborated from six aspects,such as products,prices,channels,promotions,customer relations and public relations.Finally,from three aspects of policy support,resource support and pre-sale and after-sale technical support,the safeguard measures of implementing marketing strategy are formulated.This article provides the basis for HC brand passenger car products to formulate international marketing strategies in Iran,and has certain reference value for other domestic car products to formulate international marketing strategies.