SCH中国公司服务营销策略研究

发布时间：2018-01-16 04:26

本文关键词：SCH中国公司服务营销策略研究　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：全球经济一体化促进了国际贸易的发展,也促进了国际货运代理行业的发展,互联网和技术的进步更是让国际货运代理飞速前进。SCH公司作为一家跨国外资货运代理企业,进入中国后,凭借其遍及全球的服务网络和雄厚的资金实力,历经几十年的发展,已经成为一家具有一定规模的综合性国际货运代理公司。但近几年,公司的发展遇到瓶颈,业务增长缓慢。面对国内外严峻的经济形势,面对物流产业升级,SCH中国公司必须做出调整,利用自身的优势,把握机会,转变经营方式,调整营销策略来适应新的经济环境下日益激烈和复杂的竞争环境。本文首先运用文献综述法,引用大量的文献综述,由广到深的列举出目前国内外文献研究在物流行业、国际货运代理领域,跨国外资货代公司中的服务营销策略。接着运用定量分析法,列举目前SCH中国公司的营销成绩并提出SCH公司在营销方面面临的主要问题,然后以问题为导向,运用PEST和波特五力分析工具,从外部和内部两方面分析营销环境,外部是从宏观环境、行业环境和竞争环境三个方面分析。内部环境是从人、财、物来分析。最后运用SWOT分析工具,结合公司实际情况,制定了符合企业发展的增长型的SO战略。接续通过对公司的STP分析,明确公司的市场细分、目标市场、市场定位,指出SCH中国公司的目标市场包含以下几个方向:欧美线工业市场、质量敏感性市场、自有货客户和直客为主,同行为辅,并采用高等服务质量,中等价位为导向的市场定位方式来开拓市场,接着为实现这种市场定位而为SCH公司建立了一套完善的7P'S服务营销策略组合策略。本文为SCH中国公司制定的服务营销组合策略,为SCH中国公司在今后的发展中增强服务营销能力、提升企业内部管理能力提供了科学的决策依据。同时,论文研究也为完善相关研究理论和研究方法提供了生动的研究样本,并能为其他货运代理企业优化营销策略提供借鉴。
[Abstract]:Global economic integration has promoted the development of international trade and the development of international freight forwarding industry. The progress of Internet and technology makes international freight forwarder advance rapidly. Sch company as a multinational foreign-funded freight forwarder company, after entering China, it relies on its global service network and abundant financial strength. After decades of development, has become a certain scale of a comprehensive international freight forwarding company, but in recent years, the development of the company encountered bottlenecks, business growth slow, facing the grim economic situation at home and abroad. In the face of logistics industry upgrading, Sch Chinese companies must make adjustments, take advantage of their own advantages, seize the opportunity, and change the mode of operation. Adjust the marketing strategy to adapt to the increasingly fierce and complex competitive environment under the new economic environment. Firstly, this paper uses the literature review method, citing a large number of literature reviews. From wide to deep enumeration of the current domestic and foreign literature in the logistics industry, international freight forwarding field, multinational foreign freight forwarding companies in the service marketing strategy. Then the use of quantitative analysis method. This paper enumerates the marketing achievements of SCH China Company and puts forward the main problems that SCH Company faces in marketing. Then it applies PEST and Porter five Force Analysis tools to problem-oriented. From the external and internal aspects of the analysis of the marketing environment, the external is from the macro environment, industry environment and competitive environment three aspects, the internal environment is from people, money, material to analyze. Finally, the use of SWOT analysis tools. According to the actual situation of the company, the paper formulates the growth so strategy in line with the development of the enterprise. Then through the STP analysis of the company, it defines the market segmentation, target market and market positioning of the company. It is pointed out that the target market of SCH China company includes the following directions: European and American line industry market, quality sensitive market, self-made customers and direct customers, supplemented by peers, and adopting high service quality. The medium price is the market orientation way to open up the market. Then in order to realize this kind of market orientation, it establishes a set of perfect 7PS service marketing strategy combination strategy for SCH Company. This paper makes the service marketing combination strategy for SCH China Company. It provides a scientific basis for SCH China to strengthen its service marketing ability and enhance its internal management ability in the future. At the same time. This paper also provides a vivid sample for improving relevant research theories and methods, and can provide reference for other freight forwarders to optimize marketing strategies.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F511

【参考文献】