哈欧国际物流股份有限公司哈欧班列营销策略研究

发布时间：2018-03-03 04:18

本文选题：哈欧班列　切入点：国际多式联运　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：哈欧国际物流股份有限公司是在国家“一带一路”时代背景下成立的黑龙江省国际铁路集装箱运输服务企业。“哈欧班列”是以黑龙江哈尔滨为集疏节点的中欧国际铁路集装箱货运班列,是搭接中欧经贸往来的重要运输通道。自2015年6月13日“哈欧班列”首发以来,公司通过加大营销力度,积极组织本省和外省适箱货源,已经形成了当下每周六发车运行的常态。目前,在具有政府补贴支持的中欧班列运营逐渐趋向市场化发展的态势下,哈欧国际物流股份有限公司也主动参与市场竞争,以期使未来脱离了政府补贴的“哈欧班列”能够在竞争激烈的中欧班列市场中脱颖而出,占据“领头羊”地位。然而,在进行市场营销的有益探索过程中,“哈欧班列”暴露了其市场营销观念不强、目标市场界定模糊、营销手段单一、客户关系管理体系尚未构建、与竞争对手的服务产品同质化等问题,这就使得“哈欧班列”在中欧货运市场竞争中表现不佳,品牌塑造进程十分缓慢。因此,如何解决上述问题,依托“哈欧班列”运输产品,满足市场多样化的物流需求,实现“哈欧”品牌的市场化目标,是摆在公司管理者面前亟需解决的重要问题。本文以现代营销理论为依据,对目前“哈欧班列”的营销现状及问题进行了剖析,明确了本篇论文的研究框架和思路。运用PEST分析方法,从政治、经济、社会文化等方面对“哈欧班列”的宏观营销环境进行了分析,从行业环境和竞争对手等方面对“哈欧班列”的微观营销环境进行了分析,确定了“哈欧班列”在市场竞争中面临的机会与威胁,优势与劣势。运用STP理论对“哈欧班列”面对的货运市场进行了细分,分析整理了不同市场客户的需求,紧密结合哈欧国际物流股份有限公司和“哈欧班列”自身的优势和劣势,选择合适的目标市场,进行市场竞争定位,在此基础上,本文提出了“哈欧班列”的营销组合策略,即产品策略、价格策略、促销策略、渠道策略、有形展示策略、服务过程策略和服务人员策略等,以解决“哈欧班列”当前面临的营销困境。同时,提出了保障营销策略实施的措施。在当前国家战略的大背景下,“哈欧班列”具备前所未有的政策环境优势,尽早摆脱对政府补贴的依赖进入市场运营的轨道,是“哈欧”及其同类国际运输企业的当务之急。希望本文的研究能够对国际铁路集装箱运输服务企业的营销管理具有一些参考价值和实践指导作用,推动行业的健康和持续发展。
[Abstract]:Ha'o International Logistics Co., Ltd. is an international railway container transportation service enterprise in Heilongjiang Province established under the background of "Belt and Road". "Haobanli" is a central European country with Harbin in Heilongjiang province as its node. International Railway Container Freight Line, It is an important transportation channel for economic and trade exchanges between China and Europe. Since June 13th 2015, when "Haobanli" was first launched, the company has been actively organizing the suitable supply of goods in our province and other provinces through increasing marketing efforts. It has already formed the normal state of departure every Saturday. At present, with the operation of China-Europe Banlie, supported by government subsidies, gradually moving toward market-oriented development, Haao-Europe International Logistics Co., Ltd. has also taken the initiative to participate in market competition. In the hope that the future "Haobane", which has left the subsidized government, will stand out in the highly competitive CEIBS market and take the lead. However, In the process of the beneficial exploration of marketing, "Haobanle" exposed its marketing concept is not strong, the target market definition is vague, the marketing means is single, the customer relationship management system has not yet been constructed. Problems such as homogenization of service products with competitors, which make Haobanle perform poorly in the competition in the China-EU freight market, and the process of brand building is very slow. Therefore, how to solve the above problems, Relying on the transportation products of "Haobanle", meeting the diversified logistics demand of the market and realizing the market-oriented goal of the "Haoer" brand are the important problems that need to be solved urgently in front of the managers of the company. This paper is based on the modern marketing theory. This paper analyzes the current marketing situation and problems of "Haobanli", clarifies the research framework and ideas of this paper. Using PEST analysis method, from the political, economic, economic, From the aspects of social culture and other aspects, this paper analyzes the macro-marketing environment of "Haobanli", and analyzes the micro-marketing environment of "Haobanli" from the aspects of industry environment and competitors. This paper determines the opportunities and threats, advantages and disadvantages faced by "Haobanle" in the market competition. By using STP theory, the paper subdivides the freight market faced by "Haobanle", and analyzes and arranges the needs of customers in different markets. Combining closely with the strengths and weaknesses of Haoer International Logistics Co., Ltd and "Haobanle", this paper puts forward the marketing combination strategy of "Haobanlie", which selects the appropriate target market and positioning the market competition. That is, product strategy, price strategy, promotion strategy, channel strategy, tangible display strategy, service process strategy and service personnel strategy, etc. Under the background of the current national strategy, "Haobanle" has unprecedented advantages in policy environment and gets rid of the dependence on government subsidies to enter the track of market operation as soon as possible. It is an urgent task for "Haoer" and its similar international transportation enterprises. It is hoped that the research in this paper will have some reference value and practical guidance for the marketing management of international railway container transport service enterprises. Promote the health and sustainable development of the industry.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F259.23

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