International Marketing Strategy Research Of Basic Chemical Products

There is inherent uncontrollable variability in the international market due to its complex composition.The global COVID-19 epidemic in 2020 has further magnified the imbalance between supply and demand.The sudden Suez Canal congestion incident in2021 caused a series of problems,which further exacerbated the turbulent situation in the international market.Therefore,under the circumstance of various difficulties and challenges,Chinese fundamental chemical enterprises must improve their risk response capabilities if they intend to maintain continuous and stable exports.Tt’s urgent to further deepen the systematic understanding of marketing strategies as well.The Company L is a mature state-owned chemical enterprise mainly engaged in the manufacture of basic chemicals.First of all,this study referred to a large number of research,not only systematically organizing and deeply understanding the relevant basic theories of marketing but also determining the SWOT,PEST,and other methods.Secondly,problems in Company L’s current international marketing were further analyzed.Next,the pros and cons of market segments were analyzed through step-by-step analysis to determine the market strategies and product positioning of Company L.The international marketing strategy optimization research was relaunched in aspects such as4 PS and public relations to enhance the core competitiveness of Company L.Finally,corresponding guarantee measures and risk prevention methods were put forward in order to ensure the implementation of the marketing strategy concluded.The main conclusions obtained through the research are as follows.Company L manifested the problems of imperfect channel design,backward management,lack of flexibility in pricing,and singular promotion method in the international marketing activities of basic chemicals.The research concludes that the SO strategy is more suitable for the current development of Company L.Tt can further develop the international market by taking advantage of capital,production technology and productivity.Specific marketing strategy portfolio optimization can be carried out from the following aspects:adopting diversified product strategies and product portfolio strategies;implementing differentiated pricing and flexible pricing to meet different customer demand standards;optimizing own network platforms and third-party app platforms to expand electronic marketing channels;integrating online and offline promotions;focusing on public relations and to exploring the value that related parties may bring to the enterprise.Finally,suggestions on measure were put forward from the aspects of production,cost and team building to ensure the smooth implementation of the follow-up marketing strategies.This research is of practical significance for the marketing of Company L’s basic chemicals in the international market.It also provides a referencing marketing strategy combination for state-owned production enterprises to further develop foreign markets,which offers guiding significance for practice.