达通航运大连分公司市场营销策略研究

发布时间：2018-01-12 06:30

本文关键词：达通航运大连分公司市场营销策略研究　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：爆发于2007年的美国次贷危机以及由其引发的欧债危机,导致了全球经济增速放缓,世界贸易持续低迷。随着欧债危机的进一步发酵,世界经济下行的风险进一步加大,世贸组织已经将2014年全球贸易增长预估值下调到2.1%。在这种艰难的市场环境下,航运业的发展面临着前所未有的挑战。达通航运是从事中韩航线集装箱运输的班轮公司,虽然其货量位列同航线前三甲,但是在目前航运业不景气的大环境下,如何制定有效合理的营销策略,保证公司较高的装载率和市场占有率,已成为达通航运发展迫切需要解决的问题。达通航运公司从1989年开始提供中韩之间的集装箱运输业务,现已成为该航线的主要承运人,但面临激烈的市场竞争。达通航运公司如何在激烈的市场竞争中生存下来并实现跨越式发展,成为公司面对的重要课题,因此制定一套科学有效的市场营销策略,以在低迷的市场中争取到更多的客户,并保证稳定的装载率和市场占有率,是达通航运公司生存和发展的关键。本文以达通航运大连分公司为研究对象,并结合航运业市场营销的前沿理论以及航运业自身的特点,系统地研究了达通航运大连分公司的营销环境,包括宏观环境分析、内部环境分析和竞争环境分析,从而得到达通航运大连分公司在集装箱运输业务的优势、劣势、威胁和机会,进而提出针对性的营销策略规划。此外,本文充分研究国外的成熟营销经验,分别从产品、价格、渠道、促销和服务等方面提出符合达通航运大连分公司开展集装箱运输业务的营销策略,并提出针对性的实施保障措施,包括组织保障、制度保障、人力资源保障,以期为企业平稳度过经济危机做出贡献。
[Abstract]:The U.S. subprime mortgage crisis in 2007, triggered by the European debt crisis, due to the global economic slowdown, the continued downturn in world trade. With the further fermentation of the European debt crisis, the risk of the world economic downturn in 2014 will further increase, the WTO has global trade growth forecast down to 2.1%. in this difficult market environment the development of the shipping industry, faced with hitherto unknown challenge. Datong shipping is engaged in container shipping liner companies in China and South Korea, although its volume ranked the top three in the same route, but the shipping industry downturn in the environment, how to develop reasonable and effective marketing strategy, to ensure the company's high loading rate and market share and it has become an urgent problem. Datong Datong shipping development company to provide shipping container transportation business between China and South Korea in 1989, has now become the The main carrier of the route, but facing fierce competition in the market. Datong shipping company in the fierce market competition to survive and achieve leapfrog development, has become an important issue facing the company, and therefore establish a scientific and effective marketing strategy, with the downturn in the market to win more customers, and ensure the stability of the loading rate and market share, is the key to Datong shipping company's survival and development. In this paper, Datong shipping company Dalian branch as the research object, combined with the characteristics of advanced theory of shipping industry marketing and shipping industry, systematically studied the Datong shipping company Dalian branch of the marketing environment, including macro environment analysis, analysis the analysis of the internal environment and the competitive environment, in order to get the Datong shipping company Dalian branch disadvantage in the container transport business advantages, threats and opportunities, then proposed the targeted Marketing strategy planning. In addition, this paper studies the maturity of foreign marketing experience, from product, price, channel, promotion and service and other aspects with Datong shipping company Dalian branch of container transport business marketing strategy, and puts forward some measures to guarantee the implementation of, including organizational guarantee, institutional guarantee, guarantee of human resources, to for the enterprise smoothly through the economic crisis to contribute.

【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F552.6

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