Research On The International Business Marketing Strategy Of Sichuan S Grou

Sichuan S group company is a company located in the south of Sichuan Province,mainly engaged in the production of textile raw materials.Since its establishment in 1980,the company has made outstanding achievements in the development of international trade business.However,the outbreak of COVID-19 in 2020 led to a sharp decline in international business.The volume of import and export trade dropped by 37.4% over the same period last year.How to deal with the declining trend of international business is a practical problem for the company.Taking Sichuan S group company as the research sample,this paper analyzes the marketing environment faced by the company’s international business on the basis of introducing the current situation of the company’s international business marketing.Using the method of interview and investigation,this paper summarizes the main problems of the company’s international business marketing,such as insufficient product competitiveness,narrow logistics channels,high cost and low marketing efficiency,and analyzes the reasons.Using 4C and STP marketing theory,this paper puts forward some optimization suggestions for the company’s international marketing business from solving customer needs,reducing customer costs,improving customer convenience and strengthening effective communication.This paper not only provides data reference for Sichuan S group company to improve the international business performance,but also provides reference for the international business development of other similar textile enterprises.