Research On XCMG’s Development Strategy For The Iranian Market Under The Background Of China-Iran Comprehensive Cooperation

As a landmark brand of China’s equipment industry,Xuzhou Construction Machinery Group actively implements the national strategic policy of "going global",constantly speeds up the pace of internationalization and deepens the international market.The Iranian market,as one of the important overseas markets of XCMG,needs to accelerate the pace of market development and explore positive and feasible marketing strategies to achieve the goal of rapid and healthy business development.On the basis of summarizing the development relationship between China and Iran trade,combined with the relevant theories of internationalization strategy,market competition strategy,marketing strategy,etc.,this thesis deeply analyzes the completion of XCMG’s international business and the problems existing in XCMG’s strategic development process,and then studies XCMG’s international core strategic initiatives from the external environment,strategic objectives,etc,Then,it focuses on the marketing environment of XCMG’s Iran market in terms of the macro environment of the Iranian market and the Iranian construction machinery market,and puts forward market development strategies.The research shows that XCMG’s market development in Iran is faced with many challenges,but under the opportunity of the national "the Belt and Road" initiative and China Iran comprehensive cooperation,it is guided by business objectives and follows the marketing principles of localization and differentiation to formulate market development strategies based on local conditions in terms of products,prices,channels,promotions,public relations and after-sales services.This has an important guiding role for XCMG’s market development activities in Iran,and also has a certain reference significance for the development and transformation of other markets in the Middle East region.