天津中远营销渠道的改进方案研究

发布时间：2018-04-01 17:21

本文选题：营销渠道　切入点：渠道冲突　出处：《天津财经大学》2015年硕士论文

【摘要】：自2008年至今,随着全球金融危机的波及面越来越广,国际贸易体系亦受到重创,全球经济环境也遭到破坏。欧洲主权债务危机的解决前景依然不明朗,美国的经济回暖依然龟速爬行,新兴经济体增长减速导致我国内、外需急剧下降；国际船舶燃油价格依然居高不下；国际集装箱船舶运力供大于求等等客观因素,因而集装箱航运业企业也随着经济的不振受到了严重影响和“入世”之后进入到了最大困难时期。本课题研究仅以天津集装箱航运业近期的发展情况和天津区域市场环境为研究基准,通过营销渠道理论、营销渠道冲突等相关理论观念的介绍,立足于天津中远国际货运有限公司(以下简称天津中远)的营销瓶颈问题入手,包括分析目前营销渠道铺设现状和营销渠道冲突的现状进行分析,通过提出天津中远营销体制改革的渠道管理方面的解决方案分析,简析这一波经济危机影响之后集装箱航运物流类企业应如何应对当前市场环境和需求的新变化。通过对天津港对外贸易出口物流企业的客户服务需求类型分析和天津中远的营销渠道应对渠道冲突的分析,尝试探讨出一套集装箱航运物流类企业的营销渠道架构转型战略体系,通过采取多种有效的应对策略和措施,提升对营销渠道的管理控制能力、强化市场竞争优势,从而进一步提升企业的核心竞争力和市场下行期间的渡困能力。由于集装箱海运物流业的渠道冲突有着与众不同的特点,在当下社会主义市场经济转型和新常态市场适应条件下的渠道冲突有着更为复杂的表象和特点。中西方学者对此尚未予以更多的关注和见解。因此,研究集装箱海运物流业的营销渠道的冲突问题,及实际分析典型公司的应对策略就具有重要的理论探索和现实意义。本文通过对天津中远的营销渠道冲突问题进行了详细的刨析,为其加强营销渠道管理、维护渠道管控和业绩考核、预算指标相捆绑操作的一整套合理建议,也许这些建议能为其他集装箱航运或物流运输类企业提供决策参考,进而使整个物流行业的营销渠道运转顺畅、高效。
[Abstract]:Since 2008, as the global financial crisis has become more widespread, the international trading system has also been hit hard, and the global economic environment has been damaged. The prospects for resolving Europe's sovereign debt crisis remain uncertain. The economic recovery in the United States is still crawling fast, and the slowdown in the growth of emerging economies has led to a sharp decline in domestic and external demand in China; international ship fuel prices are still high; and the supply of international container shipping capacity exceeds demand, and so on. As a result, container shipping enterprises have been seriously affected by the economic depression and have entered the most difficult period after entering the WTO. This research only focuses on the recent development of Tianjin container shipping industry and Tianjin region. The market environment is a benchmark for research, Through the introduction of marketing channel theory, marketing channel conflict and other related theoretical concepts, based on the marketing bottleneck of Tianjin Cosco International Freight Co., Ltd (hereinafter referred to as Tianjin Cosco), Including the analysis of the current situation of marketing channel laying and the current situation of marketing channel conflict, through the analysis of the channel management of the reform of marketing system in Tianjin Cosco, This paper briefly analyzes how container shipping logistics enterprises should cope with the new changes in the current market environment and demand after the impact of this economic crisis. This paper analyzes the types of customer service demand of Tianjin Port export logistics enterprises. Analysis of Tianjin Cosco's marketing channels dealing with channel conflicts, Try to explore a set of container shipping logistics enterprises marketing channel structure transformation strategy system, through the adoption of a variety of effective strategies and measures to improve the management and control of marketing channels, strengthen the competitive advantage of the market. This will further enhance the core competitiveness of enterprises and the ability to cross the border during the downward period of the market. Because of the unique characteristics of channel conflicts in the container shipping logistics industry, The channel conflict under the conditions of the transformation of the socialist market economy and the adaptation of the new normal market has more complicated appearance and characteristics. Chinese and Western scholars have not paid more attention to this. To study the conflict of marketing channels in container shipping logistics industry, It is of great theoretical and practical significance to analyze the coping strategies of typical companies. This paper makes a detailed analysis of the conflict of marketing channels in Tianjin Cosco in order to strengthen the management of marketing channels. Maintain a set of reasonable suggestions for channel control and performance appraisal, and budget indicators to be bundled together, which may provide a decision reference for other container shipping or logistics enterprises. The marketing channel of the whole logistics industry runs smoothly and efficiently.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F552.6

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