海宝码头市场营销策略研究

发布时间：2018-03-11 19:47

本文选题：海宝码头　切入点：环境分析　出处：《安徽大学》2013年硕士论文　论文类型：学位论文

【摘要】：伴随着我国制造业水平的持续提升以及内需的不断增强,我国第三产业,尤其是作为交通运输重要组成部分的港口及物流服务业,得到了飞速的发展,但也面临着严峻的挑战。因为随着运输市场的持续开放,其格局已转变成为货方市场,在这种大环境下,无论是港口还是物流企业都必须与有形商品的制造企业一样,积极开展市场营销,让企业在激烈的竞争中立于不败之地。在世界经济的影响下,钢铁行业发展进入第三调整期,和钢铁生产息息相关的钢铁物流业也同样遇到发展的拐点,其需要改变过去陈旧的运作理念,主动迎合市场的变化,建立以客户需求为中心的市场营销体系,积极主动开拓市场业务。鉴于此,本文以宝钢物流公司的海宝码头为研究对象,以宝钢自身以及海门当地和周边地区的市场环境、经济状况以及目标和潜在客户调研为基础,结合港口市场营销的相关理论为依据,对海宝码头未来市场营销策略进行系统的分析与研究。论文共分为六章内容：第一章：绪论部分,主要介绍本文的研究背景,即钢铁物流行业的发展环境,以及本文的研究意义,即为何要对海宝码头做市场营销研究。第二章：理论基础,分别详述了传统的4P和4R营销理论,在此基础之上着重阐述了客户关系管理及电子商务理论,为文章的研究奠定理论支撑。第三章：环境分析,以外部宏观和当地港口物流业的发展环境以及宝钢自身的战略部署为切入点,再结合海宝码头的实际,分析得出海宝码头的发展环境总体上呈现良好的发展态势。第四章：市场分析,着重分析了码头的腹地经济和货源,通过详细的调研得知,当地经济的迅速发展以及市场客户群能给海宝码头未来建成投产带来巨大的市场发展空间。第五章：营销策略,在前两章环境及市场分析的基础之上,细化了码头未来的目标市场,为了迎合良好的发展态势和数量可观的腹地货源,以4P营销理论为模型,从产品、渠道、价格、促销、关系营销等角度分析,提出海宝码头具体的市场营销策略,为码头建成投产后的正常运营提供准确的思路方向。第六章：结论展望,对本文得出的结论进行详尽的梳理和总结,展望并提出未来海宝码头投产后的营销策略思路。
[Abstract]:With the continuous improvement of our manufacturing industry and the increasing of domestic demand, the tertiary industry, especially the port and logistics service industry, which is an important part of transportation, has been developing rapidly. But it also faces serious challenges. Because with the continued opening of the transport market, its pattern has been transformed into a cargo market. In such an environment, both port and logistics enterprises must be the same as the manufacturers of tangible goods. Actively develop marketing, so that enterprises in the fierce competition in an invincible position. Under the influence of the world economy, the iron and steel industry has entered the third period of adjustment, and the steel logistics industry, which is closely related to the steel production, has also encountered the inflection point of development. It needs to change the old operating concepts of the past and take the initiative to cater to the changes in the market. Establish a customer-centered marketing system and actively develop market operations. In view of this, this paper takes Haibao wharf of Baosteel logistics company as the research object, based on the market environment, economic situation, target and potential customer investigation of Baosteel itself and the local and surrounding areas of Haimen. Based on the relevant theories of port marketing, this paper makes a systematic analysis and research on the future marketing strategy of Haibao Wharf. The thesis is divided into six chapters:. The first chapter: introduction, mainly introduces the research background of this paper, that is, the development environment of iron and steel logistics industry, and the significance of this research, that is, why to do marketing research on Haibao wharf. The second chapter: the theoretical foundation, respectively elaborated the traditional 4P and 4R marketing theory, on this basis has elaborated the customer relationship management and the electronic commerce theory emphatically, has laid the theoretical support for the article research. Chapter III: environmental analysis, with the external macro and local port logistics industry development environment as well as Baosteel's own strategic deployment as a starting point, and then combined with the reality of Haibao Wharf, The analysis shows that the development environment of the sea treasure wharf presents a good development trend on the whole. Chapter 4th: market analysis, focusing on the analysis of the wharf hinterland economy and sources of goods, through detailed research, the rapid development of local economy and market customers can bring Haibao wharf into production in the future to bring huge market development space. Chapter 5th: marketing strategy, on the basis of environment and market analysis in the first two chapters, detailed the target market of wharf in the future. In order to meet the good development situation and a considerable quantity of hinterland supply, we take 4P marketing theory as the model, from the product, Based on the analysis of channel, price, promotion, relationship marketing and so on, this paper puts forward the concrete marketing strategy of Haibao wharf, which provides an accurate way of thinking for the normal operation of the wharf after it is completed and put into operation. Chapter 6th: the conclusion outlook, the conclusion of this paper is detailed combed and summarized, and put forward the future Haibao wharf marketing strategy thinking after putting into production.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F552.6

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