Research On The Marketing Strategy Of S Company’s Commercial Kitchen Refrigerator Exported To EU

Starting from the Chinese economic reform in 1978,Chinese economy has been enjoying a rapid growth and making remarkable achievements.Supported by national policies,many enterprises actively respond to the call of China Government and implement the strategy of going out.Located in Qingdao City,Shandong Province,S company has introduced commercial kitchen refrigerator products and actively expanded its overseas development path.Although the commercial kitchen refrigerator of S company has got some achievements,they are still suffering from the increasingly fierce market competition environment and facing some difficulties,that is,how to enhance and optimize the export marketing strategy suitable for its own development,especially for the export to EU market.Aiming at this dilemma,this thesis focuses on the export to EU market,analyzes the internal and external environment carefully,and combines with the relevant marketing theories to formulate practical export marketing strategies for S company’s commercial kitchen refrigerator products exported to the EU market.This thesis uses a variety of research methods,including literature research,comparative research and experience summary method.First of all,this thesis uses various related marketing theories,including the concepts of international marketing,export marketing,and cross-border e-commerce;Then this thesis introduces the international marketing strategies,including STP theory,standardization and differentiation theory,and international market entry mode theory;And this thesis explains the international market portfolio 6PS marketing strategy,and formulates the theoretical basis of the research.After that,this thesis carefully analyzes the current situation and problems faced by S company’s commercial kitchen refrigerator,summarize and classify the problems,and find out the cause of the problems in order to solve the problems.Then this thesis uses the PEST Model to analyze the international environment,and uses Michael Porter’ Five Forces Model to analyze the competition,and uses SWOT to analyze the strength,weakness,opportunity and threat of S company’s commercial kitchen refrigerator;Then this thesis uses the STP theory to help S company’s commercial kitchen refrigerator to segment the market,target market selection and set up market positioning;and it uses the international market entry mode theory to help S company’s commercial kitchen refrigerator to find practical marketing entry strategies in the EU market;Then it applies the 6PS theory of international marketing mix to develop a better export marketing strategy for S company’s commercial kitchen refrigerator exported to EU market in terms of product,price,channel,promotion,international public relation and international government power.Finally,this thesis puts forward suggestions on the guarantee measures for S company’s commercial kitchen refrigerator exported to the EU market,then it comes to the conclusions and prospects.