Research On International Marketing Strategy Of Y Coatings Polyester Company

China utilized favorable conditions of Economic Reform and Open up to achieve rapid international business development.Y Coatings Polyester Company is an export-oriented private enterprise,producing and sale powder coating resin since 2016.With years of development,Y Coatings Polyester company has made some achievements,but also problems.Due to global economy slow down and fierce domestic competition,more and more Chinese enterprises are expanding its oversea market.Y Coatings Polyester company has to reduce its profits in order to keep market share.In addition,with the trend of Consumption Upgrading,Industrial Upgrading,and increasingly stringent environmental protection policies,chemical enterprises need to adjust industry structure and deepen their downstream resources.It is the right time for Y Coatings Polyester Company to strength its marketing in international market.This thesis aims to analyze the current international marketing situation and problem of Y Coatings Polyester Company,put forward the workable marketing strategies to improve market share and competitiveness of Y Coatings Polyester Company.This thesis studying provide a reference to export-oriented private enterprises facing the same problems and also to chemical products international marketing.Firstly,the thesis gave research on Powder Coating and polyester industry background,through a comprehensive study of marketing theory、SME international marketing and chemical product marketing,and by analyzing the current status of Y Coating Polyester company,thus get the conclusion of the international market problem:few product types and no core competitiveness;pricing method simple and no consideration of other factors;place strategy needs to be improved and highly depend on key customer;much offline promotion and less online promotion.Then using PEST and five-force model to analyzing Marco environment and competitive environment of Y Coatings polyester company.Meanwhile to analyze the internal resources and capabilities,as well as using SWOT analyzing internal advantages and disadvantages,external opportunities and threats of Y Coatings Polyester Company.Then based on STP theory,to optimize Y Coating Polyester Company international market segmentation,target market selection and positioning;And using the 4Ps theory,it come up with optimization measures for Y Coatings polyester Company International marketing strategy,including product aspect of diversifying product types,improving product cost effectiveness and providing product and solutions to customers;pricing aspect of basing on raw material market trend,combing with analyzing competitors’ pricing and analyzing customers;Place aspect of optimizing direct channel and one-level channel,emphasizing the channel service function and creatively proposing to establish warehouse in Dubai Custom zone,meanwhile enhancing channel conflict management;Promotion aspect of combination of offline and online ways,enhancing promotion on international coating association and magazines,and in product prices,technical services and other aspects to strengthen the relationship with customers.In the last,the thesis puts forward market implementation and guarantees from organization,personnel and Financial three aspects.