经纬加液枪公司的海外市场开拓策略研究 随着汽车产业的不断发展，能源和污染问题愈发严峻。液化天然气(Liquefied Natural Gas，简称LNG)有燃烧污染小、释放热能大等特点，被公认是地球上最 清洁的的化石能源。看好液化天然气行业和天然气汽车的的发展前景，经纬公 司于2013年正式成立，专业从事液化天然气加液枪产品的研发生产，并创新地 解决了市场上同类产品普遍存在的技术缺陷。 本文以经纬公司为例，对其拓展海外市场的营销策略进行具体的研究分析。 经纬公司虽然在产品和技术上有了一定的优势，但在国内市场份额相对稳定的 情况下，很难迅速实现企业成长的目标。因此经纬公司将发展眼光投向海外市 场，希望通过成功进入海外市场打造高端品牌形象、拥有更广阔的市场和客户、 并不断扩大业务量，实现企业增长等目标。 本文首先对经纬公司的海外市场环境进行了分析。从宏观角度看，国际政 治、经济环境虽然面临着一系列不确定因素，但我国坚定支持企业参与国际竞 争，出台了一系列扶持政策，都对中小企业走向海外市场提供了有力支持。而 各国对环保问题的关注和重视，天然气技术的不断成熟，都使液化天然气行业 成为一片发展潜力巨大的蓝海市场。从微观角度看，LNG加液枪行业技术壁垒 较高，替代品有限，国际竞争对手相对较少，且定位与经纬公司有差异，因此 经纬公司非常适合通过拓展海外市场提高自身品牌的知名度，实现成长目标。 在外部环境分析的基础上，本文进一步对经纬公司开拓海外市场的具体战 略进行分析，提出经纬加液枪应充分发挥其技术、品质、服务、成本等方面的 优势，利用新兴业态和平台加强对产品的宣传，并注重品牌的推广力度，运用 差异化的市场定位参与国际竞争，同时注意加强人才储备并谨慎选择目标市场。 从全球液化天然气行业发展现状及趋势来看，亚太地区国家和南美洲国家 II 都是目前天然气汽车保有量较大的地区，而欧盟和俄罗斯将在未来几年内成为 天然气汽车使用和基础设施建设的重点增长地区。通过比较几个市场的经济发 展程度、消费习惯和市场增长潜力，经纬公司更适合从进入成本较低的巴基斯 坦和印度市场入手，兼顾利用我省通道便利进行对俄罗斯市场的营销，适时开 拓欧盟及南美市场。 最后，本文利用4P营销理论，对经纬公司的海外营销策略进行了具体规划， 并提出了有关保障措施，指导经纬公司高效利用现有资源，克服自身劣势，快 速准确地进入海外市场。 关键词： 中小企业，国际市场，液化天然气，营销策略 III Abstract Research on Entering Overseas Market Strategy for Jingwei LNG Nozzle Company The continuous improvements of the automobile industry have aggravated the deterioration of environment and the intensification of energy problems. Liquefied Natural Gas (LNG) is recognized as the cleanest fossil energy on the earth with advantages such as low combustion pollution and high heat release. Foreseeing the growing prospects of LNG industry and natural gas vehicles, Jingwei company was established in 2013, specializing in developing and manufacturing LNG nozzle. Jingwei company has devoted itself in the development of LNG nozzle product, and successfully solved several technical defects commonly existing in similar products on the market. Taking Jingwei company as an example, this paper will make a concrete research and analysis on its strategies of expanding overseas market. Even the company has certain advantages in products and technology, it is difficult for it to make rapid breakthroughs in the domestic market when the domestic market share is relatively stable. Jingwei needs to focus on overseas markets to achieve the goal of creating a high-end brand image, having a broader market and customers, and constantly expanding business volume, etc. Firstly, this paper analyzes the overseas market environment of Jingwei Company. From a macro point of view, although the international political and economic environment is facing a series of uncertainties, China firmly supports enterprises to participate in international competition, and has issued a series of supporting policies, which provide strong support for SMEs to open overseas markets. Concern and attention to environmental protection issues and the maturity of natural IV gas technology have made the LNG industry a blue sea market with great potential for development. From a micro point of view, LNG nozzle industry has high technical barriers, limited substitutes and relatively few international competitors. Therefore, Jingwei company is very suitable to improve its brand awareness and achieve growth goals by expanding overseas markets. On the basis of external environment analysis, this paper further analyze the specific strategy of Jingwei Company in exploiting overseas market, and puts forward that Jingwei LNG nozzle should give full play to its advantages in technology, quality, service and cost, make use of new business model and platforms to strengthen the promotion of products and brand. To participate in international competition by differentiated market positioning , while paying attention to the talent reserve and carefully select the target market. From the current situation and trend of global LNG industry, Asia-Pacific and South American countries have a large number of natural gas vehicles, while the EU and Russia will become the key growth areas of natural gas vehicle use and infrastructure construction in the next few years. By comparing the economic development level, consumption habits and market growth potential of several markets, Jingwei Company is more suitable to start from the low-cost market of Pakistan and India, take into account the convenience of our provincial geographical channels to exploit marketing Russian market, and develop the European Union and South American market timely. Finally, this paper uses 4P marketing theory to plan the overseas marketing strategy for Jingwei Company, and puts forward relevant safeguard measures to guide Jingwei Company to make efficient use of existing resources, overcome its disadvantages and enter overseas market quickly and accurately. Keywords： Medium and Small-sized Enterprises，International Market，Liquefied Natural Gas，Marketing Strategy V 目 录 摘要 ................................................... I。。。。。。以下内容略