MOL班轮公司产品营销策略研究

发布时间：2018-01-30 22:20

本文关键词： 7PS 配载率差异化服务营销　出处：《西北大学》2012年硕士论文　论文类型：学位论文

【摘要】：商船三井公司是世界著名的航运巨头,就规模而言算是世界第一,不过,就其班轮经营活动的销售,营业收入和其他条件而言,与其他主要竞争对手相比,存在不小的缺口。对其产品营销策略的研究,用以提升公司的品牌竞争力,具有重要的现实意义。在这项研究中,对该公司的营销目前的分析,使用了比较分析和SWOT,目的是以期扩大市场份额和解决销售中存在的问题,并促进可持续发展。在引言部分介绍了关于此项研究的背景、框架、思路以及所要达成的目标和采用方法等,随后对于此研究相关的理论体系进行了阐述；并以理论的相关考核要素为出发点,运用SWOT等方法分析了商船三井目前的情况,找到问题所在；在第四章节也就是全文的重点部分对前章提出的问题进行逐条研究并提出针对性的改进方案。同样以相关理论的要素为出发点,产品要体现差异化,不能同质化并要有与之配套的价格设定体系；减少代理的控制力扩大自己的营销网络和能力,并在努力挖掘现有客户潜力的基础上大力发展新客户；树立高的服务标准和过程,提升服务质量；加强人员培训,做好服务中人的要素；努力并善于通过相关的环境,展示良好的企业形象。之后的第五章对于所提出的改进方案提出了相应的政策措施,以供执行参考。最后对文章进行了总结并得出结论。在这项研究中,遵循有的放矢的原则,对于目标问题进行针对性的具体分析,并结合实际,所提出的改进方案具有针对性和可执行性,对于实际执行的效果可以起到改进和提高的作用,并对其他同行企业可以起到借鉴的效果。
[Abstract]:Merchant Marine Mitsui is the world's leading shipping giant in terms of size, but compared with other major competitors in terms of sales, revenues and other conditions of its liner operations. There is not a small gap. The study of its product marketing strategy to enhance the brand competitiveness of the company, has an important practical significance. In this study, the current analysis of the company's marketing. Comparative analysis and SWOT are used to increase market share, solve problems in sales and promote sustainable development. In the introduction part, it introduces the background, framework, train of thought, the goal to be achieved and the methods to be adopted, and then expounds the relevant theoretical system of this research. Taking the relevant assessment elements of theory as the starting point, using SWOT and other methods to analyze the current situation of Merchant Marine Mitsui, find out where the problem lies; In the 4th chapter, which is the key part of the full text of the previous chapter proposed by the study of the problems and proposed targeted improvement programs. Similarly, with the relevant theoretical elements as the starting point, the product should reflect differentiation. Cannot homogenize and must have the matching price setting system; Reduce the control of agents to expand their marketing networks and capabilities, and in the efforts to tap the potential of existing customers on the basis of vigorously developing new customers; Set up high service standard and process, improve service quality; Strengthen the training of personnel, do a good job in the service of the elements of people; Try hard and be good at showing a good corporate image through the relevant environment. The next 5th chapters put forward the corresponding policy measures for the proposed improvement plan. Finally, the article is summarized and concluded. In this study, following the principle of targeted, the targeted specific analysis of the problem, and combined with the actual situation, the proposed improvement program has pertinence and implementability. For the actual implementation of the effect can play a role in improving and improving, and other peer enterprises can play a reference effect.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F551

【共引文献】