Research On BY Compressor Company’s Optimization Of International Marketing Strategies

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 1980 s,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 increase the brand influence of the company and 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enterprises,and at the same time,potential opportunities are coming quietly.Competitors in many industries have withdrawn from the stage of machinery manufacturing due to insufficient anti-risk capabilities,and some powerful opponents have continued to grow against the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 and foreign theories of modern international marketing,the macro 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.The research shows that small and medium-sized enterprises have the advantages of flexible technology,low management and manufacturing costs,while large enterprises have the advantages of strong competitiveness and high market share in international markets.BY company should make use of its own advantages and find a marketing strategy based on differentiation.Improve BY Compressor’s international marketing status through strategic optimization of product,price,channel,promotion,power and public relations.So as to achieve the purpose of improving the capability of expanding international marketing.