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UDC 339
THE MARKETING STRATEGY USED BY A COMPANY TO POSITION ITSELF IN THE INTERNATIONAL MARKET IN MODERN BUSINESS
Mei Boquan, Yu. A. Anikina Scientific supervisor - E. V. Sumina
Reshetnev Siberian State University of Science and Technology 31, Krasnoyarskii rabochii prospekt, Krasnoyarsk, 660037, Russian Federation
E-mail: 504330092@qq.com
Based on the international theory of positioning of modern business and the features of the international environment, this article briefly discusses the marketing strategy of positioning a company in the international market.
Keywords: international market, market positioning, strategy analysis, strategy selection.
ПРОБЛЕМЫ И ПЕРСПЕКТИВЫ ЭЛЕКТРОННОГО БИЗНЕСА В МЕЖДУНАРОДНОЙ СРЕДЕ
Мэй Боцюань, Ю. А. Аникина Научный руководитель - Е. В. Сумина
Сибирский государственный университет науки и технологий имени академика М. Ф. Решетнева Российская Федерация, 660037, г. Красноярск, просп. им. газеты «Красноярский рабочий», 31
E-mail: 504330092@qq.com
Основываясь на международной теории позиционирования современного бизнеса и особенностях международной среды, в данной статье кратко обсуждается маркетинговая стратегия позиционирования компании на международном рынке.
Ключевые слова: международный рынок, позиционирование на рынке, анализ стратегии, выбор стратегии.
First, let's look at the following positioning theory.
International market positioning refers to the process in which enterprises determine the appropriate position of their products in the minds of consumers on the basis of international market segmentation and target market selection. The main positioning strategies are as follows: Firstly, take the road of product differentiation, constantly promote technological progress and technological innovation, and develop new products to meet the needs of consumers. Secondly, segment the market, determine the target customers, and make a correct market positioning strategy.
Third, improve the quality and ability of service personnel and implement high-quality service strategy. Fourth, good advertising and good corporate image. Fifth, optimize the product portfolio,
Актуальные проблемы авиации и космонавтики - 2020. Том 3
constantly develop yourself, and take the road of diversification. Sixth, with a long-term vision, take the road of international famous brand [1].
The whole process of market positioning can be completed through the following three steps:
Identify potential competitive advantages. The central task of this step is to answer the following three questions:
First, how about the product positioning of competitors?
Second, how satisfied are customers' desires in the target market and what do they really need?
Third, what should and can an enterprise do to meet the market positioning of competitors and the real needs of potential customers?
To answer these three questions, marketers must systematically design, search, analyze, and report data and findings on these questions by all means of research.
By answering the above three questions, enterprises can grasp and determine their potential competitive advantages.
Positioning of core competitive advantage. Competitive advantage is the ability of a business to outperform its competitors. This ability can be either existing or latent. The selection of competitive advantage is actually a process of comparing the strength of an enterprise with that of its competitors. The comparative index should be a complete system, only in this way, can accurately choose the relative competitive advantage. The common method is to analyze and compare the strengths and weaknesses of enterprises and competitors in the seven aspects of operation management, technology development, procurement, production, marketing, finance and products. This is to select the most suitable advantages of the enterprise project, in order to initially determine the position of the enterprise in the target market [2].
Strategy formulation. The main task of this step is for the enterprise to accurately spread its unique competitive advantage to potential customers and impress them through a series of promotional activities.
Second, we conduct strategic analysis to make better strategic choices.
Globalization strategy refers to the expansion plan of some super powers to dominate the world, and also refers to the strategic plan of some multinational enterprises to monopolize the world economic market. The objectives of the global strategy are divided into general objectives and sub-objectives. The overall goal is to take the company's market and resource distribution into consideration on a global scale in an increasingly complex environment, improve its competitiveness, enhance its competitive position, and maximize its overall benefits. The overall objectives of this strategy can be broken down into [3]:
The core objective: to maximize the ability to compete and make progress against stronger competitors in new areas, even if those areas are unfamiliar. The core objective determines the monopoly advantage of the advantage.
The basic objective is that to make the company's current business activities profitable on the overall level, and to properly manage the business risks that may result from these benefits. Basic goals determine whether you can survive for a certain period of time and create the foundation for further development.
Development, and make themselves capable of adapting to the challenges of the future environment. Development goal is the key for the company to maintain and improve its global competitiveness.
The localization strategy is the global adaptation proposition. It is the strategy adopted by
enterprises to integrate into the target market and become a member of the target market. It requires enterprises not to regard themselves as foreign market invaders, but to integrate into local culture as an inherent member of the target market. It emphasizes that enterprises should adapt to the environment to gain more development space.
The core of localization: the core of localization is the reflection of modern marketing concepts. The core of localization is that all business activities of an enterprise take consumers as the core, rather than the preferences and habits of merchants as the criterion.
The essence of localization: the essence of "localization" is a series of integration adjustments made by multinational companies through comprehensive investigation and understanding of the actual local economy, culture, life customs, etc., in order to integrate production, marketing, management, personnel and other aspects into the economy of the host country.
The most fundamental factors affecting localization are the differences among countries, which mainly include the differences in purchase behavior characteristics, social and economic differences, marketing infrastructure differences, and competitive environment differences [4].
In modern business, enterprises need to establish different international market positioning in different stages according to their own conditions, and then adjust their marketing strategies, so as to conform to the law of economic development.
References
1. Qian yunpeng, research on the positioning strategy of jianghuai passenger car market, 2018, P. 17-24.
2. Yang lianbao, research on the improvement of market positioning strategy of cloud power, 2017.
3. Jiang Juanjuan, Li Zhiming, accounting of Chinese township enterprises: Analysis and enlightenment of Huawei's globalization strategy, 2018 (4). P. 66-76.
4. Wang Ke, new west: analysis of the globalization strategies of four tobacco companies in Asia, 2019 (14). P. 103-112.
© Mei Boquan, Anikina Yu. A., 2020
