天津港件杂货码头营销策略研究

发布时间：2018-01-02 16:19

本文关键词：天津港件杂货码头营销策略研究　出处：《大连海事大学》2014年硕士论文　论文类型：学位论文

【摘要】：天津港处于京津城市带和环渤海经济圈的交汇点上,是大型综合性港口,随着全球经济形势的回暖,作为交通运输重要组成部分的天津港件杂码头迎来了大好的发展机遇,同时也面临着激烈的市场竞争。在这样的大环境下,天津港件杂码头必须开展市场营销,制定适宜的营销策略,唯有如此,才能在激烈的市场竞争中茁壮成长。本文以天津港件杂码头为研究对象,首先介绍了本文的研究背景和研究意义,接着简要说明了国内外的港口营销研究现状,然后阐述了营销理论的相关知识,主要提到了STP(市场细分、确定目标市场、定位)营销理论和4P(产品策略、渠道策略、定价策略、撤销策略)营销理论。接下来本文对天津港件杂码头的市场现状、营销现状和发展方向进行了分析,最后应用了STP理论和4P理论制定了天津港件杂码头的营销策略。在文章末尾,对全文进行了梳理和总结,同时指出了不足,展望天津港件杂码头营销市场美好明天。
[Abstract]:The port of Tianjin in Beijing city belt and the intersection of Bohai economic circle, is a large comprehensive port, with the global economic situation to pick up, as transportation is an important part of Tianjin port general cargo wharf ushered in the great development opportunities, but also facing the fierce market competition. In this environment Tianjin port, general cargo wharf must carry out marketing, develop appropriate marketing strategies, so in order to thrive in the fierce competition in the market.
This paper takes Tianjin port general cargo wharf as the research object, this paper firstly introduces the background and significance of the research, then briefly presents the port marketing research status at home and abroad, and then describes the related knowledge of marketing theory, mainly referred to the STP (market segmentation, target market positioning and marketing theory (4P) product strategy, channel strategy, pricing strategy, marketing strategy) revocation theory. Then this paper market situation of Tianjin port general cargo wharf, current situation and development direction of marketing are analyzed, finally the application of the STP theory and 4P theory to develop Tianjin port wharf complex marketing strategy.
In the end, the paper makes a review and summary, and pointed out the deficiencies and Prospect of Tianjin port general cargo wharf marketing better tomorrow.

【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F552.7

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