Research On The Optimization Of International Marketing Strategy Of Small And Medium Sized Enterprises

Nowadays,China has become the world’s largest exporter of goods,and manufacturing export has been a significant mainstay industry of China’s national economy.The export markets of China are all over the world.The state has also issued a number of policies to encourage small and medium-sized enterprises to "go global".In 2010,China’s auto sales reached 13.8 million,surpassing the United States and becoming the world’s largest auto market.At the same time,the small and medium-sized manufacturing enterprises of various kinds of auto parts have sprung up in China.These enterprises not only prosper the Chinese auto parts market,but also aim at the world market.However,for many years,the overseas market development of small and medium-sized enterprises in China has been faced with the adverse situation of homogeneous competition of the same series products in different brands.All small and medium-sized enterprises imitate each other in exporting products of different brands,in design appearance,use value,packaging and service,even in marketing means.As a result,enterprises have to continue to reduce the cost to gain overseas market share.Terrible competition means ultimately hurt the SMEs themselves.SET company is facing great competitive pressure in developing overseas market,but also facing many other problems.For example,lack of investment in product research and development,the ambiguity of specific product positioning in overseas market,the enterprise owners lack of marketing knowledge in overseas market,etc.However,from the overseas market sales data of SET company in recent years,although the sales volume is increasing year by year,the growth rate is slowing down,and the profit space is constantly compressed.In order to solve the current problems of SET company,this dissertation combines the current situation and development trend of auto parts products in overseas market,based on the classic marketing theory,using Porter diamond model,SWOT,STP,4P and other analysis tools.Studying the competitive strategy of SET company,analyzing the competitive strategy,and then formulating the way and method to implement plan of overseas market development.First of all,through Porter diamond model,this dissertation analyzes the impact of domestic demand on the overseas market competition,production factors and related supporting industries,competitors,opportunities and government policies,in order to improve the business situation,avoid risks and obtain certain competitive advantages.Secondly,the SWOT model is used to analyze the strengths,weaknesses,opportunities and threats which are faced by SET company.SET company should choose ‘SO’ strategy,utilize the existence advantages in hand,seize the opportunity,improve the research and development of new products,establish the brand value in the industry,maintain the leading position in the industry,and strive for greater overseas market share.Finally,this dissertation applies 4P theory to implement the overseas market development strategy from four aspects of product,place,price and promotion,so as to improve the main business and overseas market share based on the STP theory to segmentation overseas market of SET company.Through the above strategic planning for the overseas market development of SET company.We can solve the problem of how to expand the international market share,enhance the core competitiveness of the enterprise,and achieve the goal of long-term sustainable development.