Analysis On International Marketing Strategy of Wenzhou Luggage Industry – Take Ruian Benren Luggage & Leather Lo., LTD As An Example

ABSTRACT：This paper introduces the development process of Ruian Benren Luggage and Leather Co., LTD in theinternational market, and introduce the development status of Ruian Benren Luggage and leather Co., LTD in theinternational market, and then on this basis, put forward the specific problems and deficiencies in the internationalmarketing strategy of Ruian Benren Luggage and leather Co., LTD. To point out the direction for the development ofdomestic luggage and leather products, and actively build a brand in the Chinese market, to achieve a leading position.This has a certain reference significance for our country every luggage and suitcase enterprise developing theinternational market and provides reference for further improving its management in the international market.Overseas market has a huge potential for development, a high average per capita consumption level and big demandfor our country’s other case leather products. Therefore, this has a certain reference significance for our country’s othercase leather products enterprise to expand the overseas market to develop the marketing activities. On the practicallevel, this paper selects Ruian Benren Luggage & Leather Company, a small enterprise as a case, reflects the reality ofthe grassroots from a small social perspective, combined with relevant theories elaborated the problems existing in theinternational marketing strategy of luggage & leather, and gives targeted suggestions.

KEY WORDS:Wenzhou；luggage industry;Ruian Benren; International marketing