Research On Exports Marketing Strategy And Optimization Of D Company’s Loaders

In recent years,thanks to the favorable domestic environment,domestic enterprises have achieved significant development.In addition,there is a strong demand for construction machinery in the international market,and the export volume of domestic loaders is very considerable.This has brought opportunities for loader production enterprises to develop export trade.However,while seizing opportunities,D Company also faces many challenges.With the impact of factors such as economic downturn,homogeneous competition,trade barriers,and local wars,D Company’s profits in export trade are gradually compressed,marketing activities encounter bottlenecks,and export growth rate shows a downward trend.In order to adapt to the changing situation,Company D urgently needs to apply marketing theory to deeply analyze the current marketing strategy,identify and solve problems,and optimize marketing strategies to address the challenges of export trade and achieve the goal of promoting the healthy development of the enterprise.Taking the export trade of loader products as the research object,this paper conducts a case study on D Company.On the premise of absorbing a large number of domestic and foreign literature,and based on the STP marketing theory and the 4Ps marketing mix theory in marketing,this paper defines the related concepts of marketing strategy,loader,etc.At the same time,using the literature research method and field survey method,using the PEST macro analysis model and Porter’s five forces analysis model,Analyze the macro environment of D company,including political environment,economic environment,cultural environment,technological environment,as well as the industry environment of existing competitors,potential entrants,substitutes,suppliers,and buyers.The research shows that D company has the following shortcomings in marketing strategy: in terms of STP marketing strategy,there is no clear market segmentation,which reduces the quality and efficiency of product marketing,and the market positioning with high cost performance is not conducive to expanding the export scale;In terms of 4Ps marketing strategy,there is a lack of core product portfolio,shortcomings in pricing strategy,insufficient emphasis on advertising marketing,low brand recognition,and single channel strategy.The reasons for these problems are defects in the company’s system and department settings,insufficient guidance theory for marketing departments,and a lack of marketing strategy planning.In view of the above problems,with the help of STP marketing theory and4 Ps marketing mix theory,this paper puts forward suggestions for marketing strategy optimization: first,market segmentation is carried out for the loader export market of Company D,and different marketing strategies are used for different target markets;The second is to adjust product marketing strategies,focus on new product research and development,optimize the core product structure,and expand OEM cooperation models;The third is to adopt a differential pricing strategy and improve the pricing range;Fourth,expand channel marketing and establish direct sales and cross-border e-commerce marketing channels;Fifth,it is recommended to increase investment in internet marketing and advertising marketing.To ensure the optimization and implementation of marketing strategies,optimization measures such as organizational support,human resource support,and risk control support are proposed.In order to assist D Company in improving its marketing level and economic efficiency in the export trade of loaders,and provide reference for other enterprises to carry out export trade of their products.