The Choice and Development of International Marketing Model from the Perspective of Value Chain

After nearly 30 years of development, the value chain theory has a profound impact on economic globalization. This theory originated from the mutual catering between industrial structure adjustments in developed countries and changes in economic development strategies in developing countries. It is a manifestation of the deepening of international division of labor and cooperation. This article adopts qualitative research methods and uses value chain theory to systematically analyze the reality of global value chain development. With the support of value chain theory, companies need to consider when choosing different international marketing models according to their own operating conditions. The company's own value balance and the optimization of its internal structure can explore reasonable models and ways for the company's international marketing, and improve the company's competitiveness and influence in the international market.