Research On International Marketing Strategy Of Industrial Robot Products Of XS Company

With the development of the global economy and the comprehensive upgrading of the globalization of equipment manufacturing industry,advanced countries have stepped into the era of "industry 4.0",and developing countries have followed the steps of developed countries to develop industrial automation.As the most important part of the development of industrial automation,industrial robot industry relies on the increasingly mature and perfect research and development technology,and the application of industrial robot is popularized technology,the application of industrial robot is popularized worldwide.Industrial robot industrialization is the inevitable trend in the world industrial upgrading,under the policy support of governments around the world,the industrial robot enterprise rapid development,gradually formed by the "industrial robot 4 families",as the leading factor,supplement with robot industrial enterprises in other countries,benign competition of the competitive market system.In the international competitive environment of economic globalization and industrial upgrading,Chinese industrial robot enterprises are gradually seeking development opportunities in overseas markets.As the largest industrial robot manufacturer in China,XS company has developed rapidly in recent years.Under the current situation of internationalization,XS company has determined the strategic goal of internationalization.So this article to XS company based on the experience of international marketing,international situation,combined with the current industrial robot market international marketing theory with China’s industrial robot combined enterprise develop international market,the company based on the analysis of internal and external international marketing environment,to explore the enterprise reality,strong operability of the international marketing strategy,hoping to help increase the XS company industrial robot international market share,improve the name recognition of international brands,improve the company’s overall profit margins,finally realizes the company with high quality and efficiency of the industrial robot development.In this paper,Industrial robot based on XS company products in the international marketing environment analysis,analysis of the industrial robot products of the company in the international marketing and the facing opportunities and challenges,the advantages and disadvantages in the identified in international marketing should choose strategic goals,and determine the should choose target market,and North America market,Japan and South Korea market and other parts of Asia market.Based on the above selection and analysis,the international marketing strategy of the company’s industrial robot products was developed:product strategy,price strategy,sales channel strategy and promotion strategy were developed by regions according to their different characteristics.Finally,in order to ensure the smooth and effective implementation of the marketing strategy,the guarantee measures of the marketing strategy are formulated,including organizational structure guarantee,system guarantee,marketing personnel guarantee and financial support guarantee.