首先，介绍本文中国际营销策略的研究背景与研究意义，从不同的研究角度阐
述了国际营销策略的国内外研究现状，介绍了本文的研究方法和研究内容。
其次，对市场营销观念的发展进行介绍，全面、系统的阐述了市场营销理论的
三大经典理论，并展望了未来的理论发展趋势，详细讲述了 STP 理论知识以及在目
标市场定位中的应用。
再次，对公司现有的国际营销策略进行分析、评价；结合 SWOT 战略模型对公
司的竞争环境做出的详细分析，通过 STP 理论进行目标市场的筛选和定位，再结合
4PS 理论，重新构建公司的国际营销策略体系。
最后，为保障构建出来的国际营销组合策略体系成功实施，从全球战略、科技
创新、财务管理、人力资源管理和公关能力五个方面提出一系列保障措施。
关键词：骊骅淀粉；国际营销；SWOT 分析；STP 理论Abstract
With the vagaries of the international environment, the impact in the international
trading is growing. For foreign-based enterprises, apply the international marketing
strategy, appropriated to the bussiness development, is the key to the development of
international trade. The study of he international marketing strategy is based on the
analysis of the enterprise competitive environment, take the classical theory of the
marketing 4PS as a framework, apply the STP theory to position the target market,analyze
and optimize the marketing strategies from the product , price, place, promotion in four
areas, to find the best he international marketing mix strategy. This paper takes
Qinhuangdao Li Hua Starch Co.,Ltd as the research object to study the he international
marketing strategy.
First of all, introduces the background and significance of the international marketing
strategy research in this paper, discusses the current research situation of the international
marketing strategy at home and abroad from different nresearch perspective and
introduces the research methods and research content.
Secondly, this paper introduces the development of the marketing concepts,
comprehensively and systematically elaborates on the three classical theory of the
international marketing strategy ,and look forward to the future of the development trend
of the marketing theory, detailed account of the STP theoretical knowledge and the
application in the target market positioning.
Again, analyze and evaluate the existing international marketing strategy; with the
detailed analysis of the company′s competitive environment by SWOT model, screening
and positioning target market through the STP theory, rebuilds the company′s new
international marketing strategy system combined with the 4PS theory.
Finally, in order to successfully implement of the new international marketing
strategy system, this paper proposes a series of safeguard measures in five aeras including
global strategy, technological innovation, financial management, humanresources
management and public relation ability.
Keywords: Li Hua Starch; international marketing; SWOT analysis; STP theory
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