中远集运华南区域营销战略研究

发布时间：2018-06-09 23:34

本文选题：集装箱运输市场 + 营销策略　；参考：《上海交通大学》2009年硕士论文

【摘要】： 随着全球一体化的不断推进及中国成功加入WTO组织,中国集装箱货运市场得以迅猛发展。尤其华南地区,因其得天独厚的地缘优势、港口资源优势以及充足的集装箱货源生成量,成为兵家必争之地。市场形势瞬息万变。受美国经济疲软、人民币升值、新劳动法实施等诸多因素影响,近来华南地区的对外贸易增幅放缓,导致集装箱货运市场运力投放和运量增长不相匹配,出现供大于求的竞争格局。因此,中远集运公司(COSCON)如何依托其在华南地区的区域分部---华南中远国际货运有限公司,通过有效的营销策略,为公司进入新一轮发展循环提前做好货源储备,并在激烈的竞争中立于不败之地,成为迫在燃眉的一个课题。有鉴于此,本文以中远集运在华南地区的营销战略作为课题研究对象,运用PEST模型、五力模型和内外部因素评价矩阵等工具对企业所处的内外部环境进行分析,找出影响企业发展的因素。并用SWOT矩阵分析企业所面对的机会、威胁、优势和劣势,明确企业未来的发展方向。结合企业的愿景和使命提出了差异化战略的思路。运用价值分析,价值曲线对企业未来发展中的各项关键元素进行取舍。最后导入平衡记分卡,规划了财务、客户、内部流程以及学习成长等4个方面的绩效指标体系,确保在今后各项经营活动中始终贯穿企业的营销战略规划、实现中远集运在华南地区的营销战略目标。总之,本课题的研究从实际案例出发,对于集装箱运输行业打造核心竞争力,扩大市场份额等方面具有一定的借鉴意义。
[Abstract]:With the development of global integration and China's successful entry into WTO, China's container freight market has developed rapidly. Especially in South China, because of its unique geographical advantage, port resource advantage and sufficient container supply, it has become a necessary place for military experts, and the market situation is changing rapidly. Affected by the weakness of the US economy, the appreciation of the RMB, the implementation of the new labor law, and other factors, the growth rate of foreign trade in South China has recently slowed down, resulting in a mismatch between container freight market capacity and volume growth. There is a pattern of competition in which supply exceeds demand. Therefore, COSCON) how to rely on its regional branch in South China-South China Cosco International Freight Co., Ltd., through effective marketing strategies, for the company to enter a new cycle of development ahead of time to do a good supply of goods. And in the fierce competition in an invincible position, become a subject forced to burn eyebrow. In view of this, this paper takes Cosco's marketing strategy in South China as the research object, using pest model, Five forces model and internal and external factors evaluation matrix are used to analyze the internal and external environment of enterprises to find out the factors that affect the development of enterprises. SWOT matrix is used to analyze the opportunities, threats, strengths and weaknesses faced by enterprises. Combined with the vision and mission of the enterprise put forward the thinking of differentiation strategy. Use value analysis, value curve to choose and choose the key elements in the future development of enterprises. Finally, it introduces the balanced Scorecard, and plans the performance index system of finance, customer, internal process and learning and growth, so as to ensure that the marketing strategy plan of the enterprise will always be run through in the future business activities. In a word, the research on this topic has some reference significance for container transportation industry to build core competitiveness and expand market share from actual cases.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F552

【参考文献】