Research On The International Marketing Strategy Of Shanhaiguan Shipbuilding Industry Co.,Ltd Ship Repair Business

Shanhaiguan shipbuilding industry Co.,LTD.(hereinafter referred to as Shan Chuan)is a large state-owned enterprise with half a century of ship-repair experience.It has experienced the prosperity of shipping industry and the severe impact of financial crisis.Nowadays,more than half of the world’s economies have sustained economic growth,and global shipping trade volume increases.Under the background of the implementation of the new concept of green shipping,new development opportunities have been brought to the ship repair industry.In order to make the enterprise gain the comprehensive competitive advantage in the global ship-repair industry,the development of accurate international marketing strategy has become an important factor affecting the development of the enterprise.In this paper,studied the international marketing strategy,using PEST Analysis,Porter’s Five Forces Models,4P Analysis,SWOT Matrix Analysis and STP Analysis,qualitative and quantitative theoretical analysis methods,the external macro environment and internal micro environment of Shan Chuan ship-repair business are analyzed comprehensively,It provides some guidance for the design and optimization of international marketing strategy.First of all,this paper expounds the research background and significance of ship repair industry,expounds the research status of marketing at home and abroad,and introduces the marketing related theories as the research basis of this paper.Secondly,it introduces the basic situation of the international marketing of the ship-repair business of Shan Chuan,through PEST macro analysis method,industry current situation and Porter’s Five Forces Model,it conducts qualitative and quantitative analysis of the international marketing of the business,so as to fully and truly grasp the marketing environment of the ship-repair business.Thirdly,through analyzing the current situation of ship-repair business and 4P Analysis,the problems existing in international marketing strategy are found out and the causes are deeply analyzed.Finally,in view of the problems in the current international marketing strategy,SWOT matrix analysis and STP analysis are used to reposition the target market,optimize the marketing strategy,and put forward improvement suggestions and countermeasures,and give advice to ensure the smooth implementation of marketing strategy.This paper hopes to provide theoretical guidance for the future international marketing of ship-repair business in combination with the actual situation of Shan Chuan,and enable enterprises to expand their competitive advantages in the fierce international competition environment,improve economic benefits and enhance Shan Chuan brand influence.