Abstract: Many organizations predict that international oil price will fluctuate at a low level in next two years. The geophysical industry will continue to keep a downturn momentum with the productivity being in surplus. Major oil and gas companies and geophysical companies around the world have to adopt a series of measures for survival and business development, such reduction of employees for cost-effectiveness, sale of low-efficient assets, acquisition and merger of their business. BGP has also made the efforts for cost reduction. Based on the experiences in international business market development, this paper makes analysis of eight areas – offensive and defense, scale and performance, short term and long term, risks and opportunities, low cost and differentiation, cooperation and competition, imitation and creation, and strategy and tactics. It comes up with a number of suggestions to meet the challenges, such as making balance between offensive and defense in market development, keeping market scale stable, improving business performance, strengthening risk control capacity, seeking new market opportunities, adhering to cost-effective strategy, enhancing advantages of differentiation, boosting corporate competitiveness, taking bidding initiative, making continuing efforts for creation, increasing strategic confidence, and stepping up implementation of tactics.

Key words: geophysical,  prospecting,  market, downturn, challenge, strategy

摘要： 众多机构预测未来两年国际油价将低位徘徊，物探行业将持续保持低迷态势，产能严重过剩，渐入寒冬。全球各大油气公司、物探公司通过裁员减支、剥离低效资产和兼并整合等多种经营管理手段求生存，保发展，BGP 也不得不在^“开源节流^”上做文章。结合多年国际业务市场开发的体会和实践，从进攻与防守、规模与效益、短期与长期、风险与机会、低成本与差异化、合作与竞争、模仿与创新、战略与战术8 个方面进行了分析、思考，提出要做好市场开拓的攻防平衡，稳定市场规模、提升业务效益，提升控制风险能力、寻找市场新机遇，坚持低成本策略、强化差异化优势，夯实自身实力、掌握竞合主动权，坚持从模仿中学习、持续创新，坚定战略信心、提升战术执行力等建议来应对挑战。

关键词: 物探, 市场, 低迷, 挑战, 策略