BY压缩机公司国际市场营销策略优化研究
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论文作者（签名）：
2023年1月5日
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作者签名：
2023年1月5日
BY压缩机公司国际市场营销策略优化研究
摘要
近年来由中国构建的贸易阵营开始逐渐发挥作用，从“一带一路”到
“RECEP”再到“上合组织”，中国与发展中国家的合作越来越紧密。特别是
在物流、能源等领域。BY公司是国内知名的能源装备制造商，从1950年开始
活跃在国内市场，尽管在 1980年代便开始了国际市场的销售，但经过了 40年的
积累，其国际市场销售占比仅仅是总销售额的 10%。为了更多的满足世界对能源
的需求，BY公司如何在打开压缩机国际市场，进一步增加公司的品牌影响力及
拓展渠道是本文研究的主要内容。同时，新冠病毒的大规模持续蔓延，导致产业
链、供应链中断，原料的生产及运输供应受到影响，原料成本翻番，最终导致制
造成本大幅度增加。这对于压缩机制造业企业来说，是严峻的考验和挑战，同时
潜在的机遇也悄然而至。行业内许多风险抵抗能力弱的竞争对手因制造成本大增
无法继续在竞争激烈的机械制造业维持，而强大的竞争对手则逆势持续增长。是
沿着过去的经验继续在竞争激烈的市场中艰难生存，还是迈向新的征程。这个问
题就摆在了 BY压缩机公司的面前。
本文以 BY压缩机公司为研究对象，采用文献研究法、案例研究法、理论与
实践相结合分析 BY公司的国际营销现状。并以现代国际市场营销相关国内外理
论作为依据，分析国际压缩机市场宏观环境和营销环境等情况，并分析研究 BY
压缩机公司的营销概况，通过 SWOT分析得出 BY公司的竞争优势与劣势以及
在风云变幻的市场中面临的机遇与挑战。发现在国际营销策略中存在可优化的问
题，最后利用 6P营销理论提出国际营销策略的优化措施。全面提升 BY压缩机
公司的国际业务经营能力，为 BY压缩机公司探索出一套行之有效的国际市场拓
展方案。
论文研究表明在中小型企业具有技术灵活、管理和制造成本低等优势，而大
型企业在国际市场具有竞争力强、市场占有率高等优势。BY公司要对自身优势
加以利用，找到以差异化为主打的营销策略。通过对产品、价格、渠道、促销、
权力和公共关系方面的策略优化改善 BY压缩机公司的国际营销现状。从而达到
国际营销效果提升的目的。
关键词：往复式气体压缩机；国际营销策略；6P营销理论
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ABSTRACT
ABSTRACT
In recent years, the trade camp built by China has gradually begun to play a role.
From the "Belt and Road" to "RECEP" and then to the "SCO", the cooperation
between China and developing countries is getting closer and closer. Especially in the
fields of logistics and energy. BY Company is a well-known energy equipment
manufacturer in China. It has been active in the domestic market since 1950.
Although it started sales in international markets in the 1980s, after 40 years of
accumulation, its international sales accounted for only 10% of the total sales.In order
to meet the world's demand for energy, how to open up the compressor international
market, and further increasethe brand influence of the companyand expand
marketing channels is the main research content of this paper. At the same time, the
large-scale and continuous spread of the new corona virus has led to the interruption
of the industrial chain and supply chain, affecting the production and transportation of
raw materials, doubling the cost of raw materials, and ultimately resulting in a
substantial increase in manufacturing costs. This is a severe test and challenge for
compressor manufacturing enterprises, and at the same time, potential opportunities
are coming quietlypetitors in many industries have withdrawn from the stage of
machinery manufacturing due to insufficient anti-risk capabilities, and some powerful
opponents have continued to grow against the trend. Whether to continue to survive in
a highly competitive market by following the experience of the past, or to embark on
a new journey. This question is placed in front of BY Compressor Company.
This paper takes BY Compressor Company as the research object, and analyzes
the international marketing situation of BY compressor company by combining
literature research method, case study method, theory and practice. Based on the
domestic andforeigntheories ofmodern internationalmarketing, themacro
environment and marketing environment of the international compressor market are
analyzed, and the marketing profile of BY compressor company is analyzed. Through
SWOT analysis, the competitive advantages and disadvantages of BY company as
well as the opportunities and challenges are illustrated. It is found that there are some
problems that can be optimized in international marketing strategies. Finally, it puts
forward the optimization measures of international marketing strategies by using 6P
marketing theory. Comprehensively improve BY compressor company's international
business operation ability, and explore an effective international market expansion
plan for BY compressor company.
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