Third, the case analysis method
Through a detailed and in-depth study of LS Company's existing overseas marketingstrategy, strategic management and the international market of auto parts, this paperanalyzes the problems faced by LS Company and propose reasonable and practicallymeaningful optimization strategies by combining theoretical knowledge.
Fourth, the inductive method
Based on the extensive collection of documents and data, this paper summarizes thecurrent situation and existing problems of LS Company, finds out its limitations, digsout the root causes, and accordingly puts forward countermeasures and suggestions.
2 Literature Review
2.1 International and Domestic Researches
2.1.1 Current Status of International Research
International marketing, also known as global marketing, refers to any marketingactivity that happens across national borders. Overseas research on internationalmarketing came into being as early as in the 1950s, when American scholar PhilipCateora first proposed the concept of international marketing. He believed thatinternational marketing means selling domestic products to other countries.
Per Andersson and Anna Nyberg (2008) describe and analyze change and stability inthe global automotive industry cooperation patterns, with a center on marketing anddistribution cooperation. Adopting structural network methods, it uses and comparestwo measures of centrality so as to determine the actors that are most important. Inaddition, it discusses the results of maintaining positions with various degrees ofcentrality in the alliance networks. The use of longitudinal data allows for analyses ofthe dynamic, which changes the nature of marketing alliances in the context of otherforms of cooperation.
Mike Gregory (2010) provides an in-depth analysis of brands and products integrationafter Mergers and Acquisitions (M&As) in the Chinese manufacturing industry. Itdiscusses the critical role it plays in international marketing, and proposes feasiblerecommendations and measures based on the problems and shortcomings that havearisen. It develops and discusses an in-depth view on “brand” through detailed casestudies and analyses. It is believed that the smooth management of brands needspaying attention to both the external customer franchise and the internalorganizational system and culture.
2.2 Relevant Methodologies
2.2.1 International Marketing Theory
International marketing refers to cross-border marketing activities carried out bycompanies to meet their needs of tapping into international markets. Internationalmarketing study is a branch of marketing study, with its core concept that themarketing activities of companies should be centered on overseas consumers. Theobject of international marketing study includes not only products, but also allproduction factors such as service, technology, capital and information. The followingTable 2-1 shows the contents of the international marketing activities of LS company.
3 Marketing Status and Analysis of LS Company............. 17
3.1 Overview of LS Company............................17
3.1.1 Company Profile...................................17
3.1.2 Overview of International Marketing of LS Company............................ 18
4 Analysis of International Marketing Environment of LS Company........................27
4.1 The Current Development and Export Status of China’ Auto Parts Industry..27
4.1.1 The Auto Parts Industry Status in China.......................27
4.1.2 The Auto Parts Export Status in China....................... 28
5 Problems Existing in the International Marketing Strategy of LS Company...........40
5.1 Problems with Market Positioning............................40
5.1.1 Insufficient Market Segmentation.............................40
5.1.2 Unclear Target Market.......................... 41
6 Suggestions for LS Company’s International Marketing StrategyOptimization
6.1 Optimization on Mark
