Research On International Marketing Strategy Of Vacuum Cleaner Of Y Company

With the development of economic globalization,economic exchanges and cooperation among countries around the world have become more frequent,international development has become an important way for Chinese enterprises to expand market scale,break through resource constraints and achieve sustainable development.At the beginning of this century,the country put forward the development strategy of "go out".The government has continuously increased the support for enterprises to "go out" and encouraged enterprises to carry out foreign trade.The "Belt and Road" cooperation initiative proposed by President Xi in 2013 has deepened China’s foreign development.As the "Belt and Road" initiative has been embraced and supported by more and more international organizations,many opportunities have emerged.However,while Chinese enterprises have many opportunities to carry out export trade,they also face many obstacles.In recent years,the aggravation of Global trade protectionism and the continuous increase of trade barriers have made it more difficult for Chinese products to be sold to the international market.The trade war provoked by the United States against China in 2018 and the increase of import tariffs on some Chinese commodities have also hindered the development of China’s export trade to a certain extent.The outbreak of COVID-19 in 2020 has increased uncertainty for the future export trade of enterprises.Sinece joining in WTO,On the whole,the export trade of China has made remarkable achievements,and the types of export products are increasing.Among all China’s export products,mechanical and electrical products have occupied the position of the world’s largest export country of mechanical and electrical products for 12 consecutive years,and small household appliances in the category of mechanical and electrical products are important export commodities.As an important tool for household environment cleaning,vacuum cleaners have considerable market demand prospects.Affected by the epidemic,people pay more attention to the environmental sanitation at home.While working at home,people need to pay more attention to the cleaning of environmental sanitation.Therefore,from another perspective,the outbreak of the epidemic also provides an opportunity for the deep development of the vacuum cleaner market.Y company was founded in 2014,mainly producing household vacuum cleaners.The company has implemented ISO9001 international quality management system,and so far vacuum cleaners have been exported to many countries and regions such as Europe and Southeast Asia,the main customers are from Canton Fair.Now,due to the impact of the epidemic,the cancellation of the exhibitions has cut off the channel for enterprises to find more customers.Some customers have also delayed the delivery date due to the epidemic,which has caused the poor operation of enterprise funds,In addition,due to company’s low investment in R&D,the R&D capacity is insufficient to meet the demand of customers for medium and high-end vacuum cleaners for sterilization and mite removal.Therefore,affected by the above many adverse factors,as an export enterprises,how to optimize the international marketing strategy,seize the opportunities of the "residential economy" industry derived from the epidemic situation,improve the core competitiveness of the enterprise,and strive for more market share is an important topic for Y company.This paper takes Y company as the research object,through the analysis and research of the current situation of Y company’s international marketing strategy,finds out the problems and proposes improvement plans,put forward international marketing strategies suitable for the development of enterprises by combining with the current market economic situation,and guide enterprise to achieve sustainable development.First of all,this paper explains the concepts,main theories and research tools involved in the study,and constructs the theoretical basis and basic framework of the paper.Secondly,use the PEST analysis method and Porter’s five forces model to analyze the macro environment and industry competition environment of Y company’s vacuum cleaner international marketing.Thirdly,introducing the export situation of Y company’s vacuum cleaners in recent years and the characteristics of marketing strategies,and then points out the problems existing in the international marketing of vacuum cleaners and the cause of these problems.Finally,based on the above analysis results,suggestions are put forward for the optimization of the international marketing strategy of vacuum cleaners in four aspects:product,price,place,and promotion,and how to implement the relevant strategies smoothly,this paper advises Y company to formulate and implement the specific guaranteed measures from three aspects of organizational construction,human resources and risk management.