The Research Of Sinotruk Overseas Marketing Strategy

With the rapid development of economic globalization,in order to be able to find new customers for existing products and services,find low-cost resources and build stronger competitiveness,many companies will choose to break through the boundaries of one country in their business scope.One or more countries are engaged in production,sales,service and other activities to realize the international operation of the enterprise.International operation has gradually become an important part of the international economic activities of enterprises.Among them,the marketing strategy of the international market is particularly important for enterprises facing international development.In order to enhance the core competitiveness of Sinotruk in overseas markets and build a professional overseas marketing team,this article introduces the basic situation of Sinotruk and the status quo of overseas marketing,expounds the problems and causes of overseas marketing strategies,through PEST The analytical method studies the macro-marketing environment of the political,economic,social,cultural,and technological environment of overseas markets,according to the competitive environment analysis,the competitive situation of the industry is described,and the strengths and weaknesses of Sinotruk’s overseas market are further analyzed by SWOT analysis.STP theory segmented Sinotruk’s overseas market to make the target market and market positioning clearer.Based on the 4P theory of marketing management,it puts forward overall ideas and goals for the improvement of Sinotruk’s overseas marketing strategy,and finally from the organizational structure The four aspects of building up a marketing team,strengthening market driving force and informatization support have formulated safeguard measures for the implementation of the strategy.It is hoped that the research in this article can help Sinotruk’s overseas market development,provide decision-making reference for Sinotruk’s marketing strategy in expanding overseas markets,increase Sinotruk’s overseas market share,and continuously enhance its market competitiveness.It also provides reference for the formulation of overseas marketing strategies of other Chinese auto companies.