The Study Of Export Marketing Strategy Of Mechanical Parts And Components In Company A

As one of the basic industries in our country,mechanical-component manufacturing industry has determined the overall level of the manufacturing industry in our country.The fact is that its development level has directly affected the improvements of all departments of China’s national economy in both technical level and economic benefit.Since joining to WTO,China has gradually become the global manufacturing center.Many developed countries in Europe and the United States have shifted the productions of mechanical parts to China.And China has one of the most significant bases for global direct procurements by European and American purchasers.In this context,a large number of foreign trade enterprises and companies have been successfully transformed as the enterprises integrated with industries and trades.In the launching period of the fourth industrial revolution,China’s first demographic dividend characterized by the labor-force quantitative advantage has slightly increased,witnessing the increasing labor costs happening in plenty of enterprises.At present,the economic recoveries in developed countries,such as Europe and the United States are relatively weak along with the prevalent protectionism,causing the increasing trade frictions.Thus,it’s of much necessity to request those machinery-part manufacturing enterprises to re-adjust the current global marketing strategies according to the changeable environment,as well as conduct a series of constant innovations in practices for maximizing corporate profits in future.The fact is that how to improve,develop and innovate marketing-related work according to the changeable market environment is a very meaningful research topic.And such researches around this topic will also give necessary guidance for those smalland-medium-sized enterprises for further optimizing their future marketing-related work.Meanwhile,further improving the current global-market marketing skills of those enterprises in our country will be conducive to guide to drive further improvements of their global comprehensive competitions.Based on the above reason,this paper deeply explored the current export marketing strategies of one small-and-medium-sized manufacturing enterprise engaged in mechanical parts and components in hope for making some contributions to this research topic.Company A started from a foreign trader in the early stage.By now,it has developed as one small-and-medium-sized foundry processing enterprise.And considering that its products can be subdivided into various types per application industry,category & purpose,material and other dimensions,its products are relatively vague in product positioning.And its marketing model mainly relies on actual direct marketing situation.Owing to the declining number of orders of one key customer in recent years,Company A has presented the slowing operation revenue growth.Since 2018,under the influence of Sino-US trade friction,partial products of Company A have been imposed required tariffs.And its related sales and profits have been also affected accordingly.Under the new global competition situation,how to break through the marketing model that Company A has used for many years and use its own advantages and resources for expanding more global markets should be a problem that Company A urgently needs to solve.By taking the global-market marketing strategies of mechanical parts and components of Company A as research targets,and combined with the author’s experience in expanding the global-market-related businesses in other similar-type enterprises,this paper adopted feasible literature research methods to further summarize and conclude a variety of researches and thoughts of domestic scholars in global marketing sector and industrial-product marketing one.Starting from the descriptions of STP Theory and 4Ps Theory,by taking the mechanical-part-andcomponent marketing businesses of Company A as examples,this paper conducted related analyses accordingly.Firstly,through a series of external environment analyses around the following four angles,namely macro environment,industrial environment,mechanical-part-andcomponent global market scale,as well as machinery-industry competition pattern of our country,this paper achieved the operating strategies cored with key target markets by using the advantages,such as its owning high-quality products and perfect technical services.And based on the characteristics of mechanical parts and components of Company A,it proposed a series of product-related cultural diversity strategies accordingly.And then,with the basis of the existing problems and the present situations happening in previous questionnaire surveys and market researches,this paper made a series of questionnaire surveys around the current customers and potential clients of Company A,as well as deeply explored the influences brought in products demand,purchase behavior,price factor and sales promotion.Then,relying on the problems found in course of conducting the above questionnaire surveys and market researches,and with combination of STP Theory,it proposed a series of strategic arrangements with the characteristics of valve-related spare parts by positioning Company A as suppliers with high-precision processing capabilities,offering high-quality products and moderately priced products,and cored with developments,maintenances and centralizations on the current markets.Finally based on 4P Theory,this paper proposed a set of strategies around its products,prices,channels and promotions of accordingly.The main purpose of this paper is to provide a solid support for Company A in improving its marketing strategies and lay a solid foundation for developments of a wide range of companies in near future in hope for providing some references to many small-and-medium-sized export enterprises like Company A in China.