制冷压缩机是制冷系统的核心。压缩机的性能决定了制冷系统的 性能和特征。近年来，国内制冷压缩机欧亿·体育（中国）有限公司取得了长足发展，全球市 场超过 60%的冰箱压缩机均产自中国。经过多年的发展，制冷压缩机 欧亿·体育（中国）有限公司已经具有一定规模和发展体系。但是目前国内市场增长乏力，产 销虽有所增长，却无法满足企业发展的需求。与此相反，冰箱冷柜压 缩机的出口销量在大幅增长。制冷压缩机内销的不景气，促使制冷压 缩机生产企业加紧拓展海外市常通过查阅文献欧亿·体育（中国）有限公司，参考欧亿·体育（中国）有限公司期刊 及网站数据，对全球冰箱冷柜压缩机的市场情况进行了分析，找出了 压缩机出口的主要分布区域。通过对 QJ 压缩机公司在全球市场上的 销量情况分析，发现出口分布区域跟欧亿·体育（中国）有限公司整体出口趋势基本一致，而 且呈现较好的增长趋势。本文通过 PEST 模型分析全球压缩机市场宏 观环境中的政治、经济、社会文化以及技术环境等因素，通过波特五 力模型对压缩机欧亿·体育（中国）有限公司的竞争力量进行了分析，然后分析了压缩机欧亿·体育（中国）有限公司 当前的海外营销现状，利用 STP 分析法研究了 QJ 压缩机公司的概况， 探讨了其优劣势市场和优劣势产品。最后制定 6Ps 营销组合来帮助 QJ 压缩机公司巩固和拓展海外目标市场，并提出保障措施对营销组 合的实施加以辅助。QJ 压缩机公司拓展海外市场的营销策略研究 本文充分利用了 PEST 分析法、波特五力模型、STP 分析法等国际 营销分析方法，分析冰箱冷柜压缩机的国际营销环境和营销现状，分 析 QJ 压缩机公司的基本情况、营销概况和营销问题，并对海外市场 进行细分和产品定位，然后针对目标市场设计 6P 营销策略，解决 QJ 压缩机公司海外营销存在的问题，快速高效地拓展海外市常最后提 出保障措施，以期辅助 6P 营销组合策略得以顺利实施。本文从压缩 机欧亿·体育（中国）有限公司和 QJ 压缩机公司的实际问题出发，详细分析了欧亿·体育（中国）有限公司及 QJ 压缩 机公司的概况、环境及存在的问题，力图利用国际市场营销的理论及 分析方法，为 QJ 压缩机公司探索出一套有效的海外市场拓展方案， 同时也为其他有志于拓展和抢占海外市场份额的企业提供思路。 关键词： 压缩机欧亿·体育（中国）有限公司，海外市场，营销策略QJ 压缩机公司拓展海外市场的营销策略研究 RESEARCH ON OVERSEAS MARKET EXPANDING STRATEGY OF QJ COMPRESSOR COMPANY ABSTRACT The refrigeration compressor is the core of the refrigeration system. The performance of the compressor determines the performance and characteristics of the refrigeration system. In recent years, the domestic refrigeration compressor industry has made great progress, and more than 60% of refrigerator compressors in the global market are produced in China. After years of development, the refrigeration compressor industry has a certain scale and development system. However, the current domestic market growth is weak, although the production and sales have increased, it still can not meet the needs of enterprise development. In contrast, the export sales of refrigerator freezer compressors have increased significantly. The situation that domestic sales of refrigeration compressors are sluggish has prompted refrigeration compressor manufacturers to step up their efforts to expand overseas markets. By consulting the literature, referring to industry journals and website data, the market situation of refrigerator freezer compressors in the world was analyzed, and the main distribution areas of compressor outlets were found. Through the analysis of the sales situation of QJ Compressor Company in the global market, it is found that the export distribution area is basically consistent with the overall export trend of the industry, and it shows a good growth trend. Through the PEST model, this paper analyzes the political, economic, social, cultural and technological environment of the global compressor market from the macro aspect. And through the Porter Five ForceQJ 压缩机公司拓展海外市场的营销策略研究 model, this paper analyzes the competitiveness of the compressor industry. Then the paper analyzes the current situations of compressor industry, including the status quo of overseas marketing. And by using STP analysis method, this paper analyzes the general situation of QJ Compressor Company, and explores its target market and target products. Finally, the 6Ps marketing mix are developed to help QJ Compressor Company to consolidate its overseas competitive market, expand its overseas disadvantages and blank markets, and propose safeguards to assist the marketing mix's implementation. This paper makes full use of international marketing analysis methods such as PEST analysis, Porter's Five Forces Model, and STP analysis to analyze the international marketing environment and marketing status of refrigerator freezer compressors. It analyzes the basic situation, marketing overview and marketing Problems of QJ Compressor Company, analyzes segmentation and product positioning of overseas markets, and then designs 6P marketing strategies for the target market, trying to solve the problems of overseas marketing of QJ Compressor Company and expand overseas markets quickly and efficiently. Finally, safeguard measures are proposed to assist the successful implementation of the 6P marketing mix strategy. This paper is based on the practical problems of the compressor industry and QJ Compressor Company. By analyzing the industry and QJ Compressor Company's profile, environment and existing problems, this paper tries to use the theory and analysis methods of international marketing to explore a set of effective overseas market expansion strategies for QJ Compressor Company. Besides, it can also provide ideas for other companies that interested in expanding and grabbing overseas market share. KEYWORDS: Compressor Industry, Overseas Market, Marketing StrategyQJ 压缩机公司拓展海外市场的营销策略研究 目 录 第一章 绪论..................................................................................... 1 第一节 研究背景和目的.....................................................................................1 第二节 研究思路和方法.....................................................................................2 一、研究思路..................................................................................................2 二、研究方法..................................................................................................2 第三节 研究内容.................................................................................................3 第二章 国际营销文献综述...............................................................5 第一节 国际营销的实践与理念发展.................................................................5 第二节 国际营销策略的研究.............................................................................6 第三节 本章小结.................................................................................................8 第三章 国际市场营销环境分析.......................................................9 第一节 宏观环境分析（PEST 分析）................................................................9 一、政治环境分析（PoliticalAnalysis）......................................................9 二、经济环境分析（Economical Analysis）..............................................11 三、社会环境分析（SocialAnalysis）....................................................... 11 四、技术环境分析（TechnologicalAnalysis）...........................................12 第二节 欧亿·体育（中国）有限公司环境分析（波特五力模型）.......................................................13 一、供应商分析............................................................................................14 二、购买者分析............................................................................................15 三、替代品分析............................................................................................15 四、潜在进入者分析....................................................................................15 第三节 海外市场营销现状分析.......................................................................17 一、压缩机的出口销量分析........................................................................17 二、压缩机的出口区域分析........................................................................19 三、压缩机的产业结构现状分析................................................................20 第四章 QJ 压缩机公司营销概况与目标市场................................24QJ 压缩机公司拓展海外市场的营销策略研究 第一节 QJ 压缩机