| With the rapid development of economic globalization,international trade of our country show a rapid increase year by year,and the small and medium-sized enterprises have become an important force in our trade growth.At the same time,with the continuous improvement of people’s living standards,people’s demand for meat is also increasing,which drives the rapid development of animal husbandry industry,and the supporting breeding equipment manufacturing industry also ushered in a very good opportunity for development.However,along with the fierce trade competition,economic globalization has been hindered,and the "Russia-Ukraine military conflict","Sino-US trade friction" and "COVID-19" have intensified the trade protectionism of various countries.The continuous fluctuation of raw material prices and the decrease of customers’ purchasing power have had a huge impact on the development of export enterprises.As a professional manufacturer and exporter of livestock and agriculture equipment,KL company mainly exports its products to more than 20 countries and regions such as the United States,Europe,Japan and Southeast Asia,among which the American market takes a large proportion.In the past two years,KL’s export of livestock equipment to the United States is on the decline,and the international marketing strategy has also exposed many problems.Under the background of complex and changeable macro environment and industry environment,how to self-analyze and develop optimized international marketing strategies to adapt to their own development has become an important issue that KL Company and other small and medium-sized enterprises need to solve urgently.This paper uses the methods of literature research,statistical analysis,field research and interview method,combining theory with practice and other methods,firstly analyzes the marketing environment,STP theory,4P marketing theory,organizational marketing theory and the relevant tools: Porter’s Five Forces analysis tool,PEST analysis tool and relevant references are summarized,which provides a theoretical basis for this study;Then,through the analysis of KL company’s business overview,STP target market marketing status and marketing mix status,the existing problems of KL company’s livestock breeding equipment in product,price,channel and promotion are put forward.Then,Porter’s Five Forces analysis tools and PEST analysis tools are used to analyze the macro environment,industry environment and internal environment of KL Company’s livestock breeding equipment in the US market,and to investigate and analyze the purchasing behavior of customers in the US market of KL Company’s livestock breeding equipment.On this basis,STP theory is used to carry out market segmentation,target market selection and market positioning of KL company’s livestock breeding equipment in the American market.Based on the 4P theory,KL Company’s marketing strategy in the United States is reasonably optimized from four aspects:product,price,channel and promotion.Finally,combined with KL company’s existing resource advantages,the implementation guarantee of KL Company’s breeding equipment marketing strategy in the United States is proposed. |
