广西北部湾港口国际营销策略研究

发布时间：2018-03-25 15:48

本文选题：北部湾港　切入点：国际营销　出处：《广西大学》2013年硕士论文

【摘要】：二十一世纪以来,随着经济全球化与区域经济快速发展,东南亚地区以其独特的地缘优势、丰富的资源优势和经济互补优势成为世界新兴经济增长点。东盟各国普遍存在较长的海岸线,该区域经贸的快速发展也促进了区域及周边国家港口业的迅速发展。中国-东盟白贸区建立以及泛北部湾经济区的开发建设为广西北部湾港口的发展带来了难得的发展机遇。依托港口区位优势发展港口经济是广西北部湾经济区开发的主要优势。在政策扶持和港口经济发展支撑下,广西北部湾港口建设已经实现大型港口规模,港口服务种类和专业水平都获得了明显进步,成为我国西南地区对外贸易港口服务最主要的承载者。据统计,2012年北部湾港的外贸货物吞吐量为9561万吨,其主要竞争对手湛江港为5128万吨,在港口国际业务中获得竞争优势。广西北部湾港以成为面向中国-东盟的国际枢纽港为发展方向,将东盟作为国际业务主要拓展目标,努力开拓全球港口服务国际市场。如今,港口经营者已经通过缔结港口同盟、海外考察宣传等树立港口品牌,积极开展港口国际营销活动。但由于港口经营理念落后、港口信息化水平低、港口集疏运能力亟待提高等因素制约,北部湾港口的国际营销力度和营销策略都有待加强。本文从北部湾港口特征和国际营销现状出发,运用SWOT分析法对港口开展国际营销的内外环境进行了分析,选择适合港口现有条件的营销策略类型,再采用“4P”营销理论对港口服务的产品、港口服务定价、营销渠道和促销方式四个方面为北部湾港口拓展国际业务提出建议,并为营销策略的实施提出保障性措施。
[Abstract]:Since the 21 century, with the rapid development of economic globalization and regional economy, Southeast Asia with its unique geographical advantages, Rich resource advantages and complementary economic advantages have become a new economic growth point in the world.Asean countries generally have relatively long coastlines. The establishment of China-ASEAN White Trade Zone and the development of Pan-Beibu Gulf Economic Zone have brought a rare opportunity for the development of Guangxi Beibu Gulf port. Depending on the port location advantage, developing port economy is the main advantage of Guangxi Beibu Gulf Economic Zone. With the support of policy and port economic development, the port construction of Guangxi Beibu Gulf has realized the large-scale port scale. The types and professional level of port services have made remarkable progress and become the most important bearer of foreign trade port services in southwest China. According to statistics, the throughput of foreign trade cargo at the Beibu Gulf Port in 2012 was 95.61 million tons. Its main competitor Zhanjiang Port for 51.28 million tons, in the port of international business competitive advantage. Guangxi Beibu Gulf Port regards becoming an international hub port for China-ASEAN as its development direction, regards ASEAN as the main target of international business expansion, and strives to open up the global port service international market. Port operators have set up port brands through the conclusion of port alliances, overseas investigation and publicity, and have actively carried out port international marketing activities. However, due to the backward concept of port management and the low level of information technology in ports, The international marketing intensity and marketing strategy of Beibu Gulf port need to be strengthened. This paper starts from the characteristics of Beibu Gulf port and the current international marketing situation. This paper analyzes the internal and external environment of port international marketing by using SWOT analysis method, selects the type of marketing strategy suitable for the existing port conditions, and then adopts the "4p" marketing theory to price the port service products and port service. The four aspects of marketing channel and promotion mode provide suggestions for the development of international business in Beibu Gulf port, and provide safeguard measures for the implementation of marketing strategy.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F552.6

【相似文献】