某集装箱航运公司危险品货物市场营销的研究

发布时间：2018-04-02 03:06

本文选题：国际航运业　切入点：危险品货物运输　出处：《大连海事大学》2013年硕士论文

【摘要】：经济全球化背景下中国对外贸易的迅猛增长,加入wT0后中国航运业的全面开放为外资班轮公司在华业务发展提供了广阔市场；而伴随着近几年美国和欧洲经济危机的爆发和加剧,国际贸易严重萎缩,面对着航运收入的大幅减少和高昂的成本压力,船公司不得不对内削减运营成本,对外采取多样化经营。在此背景下,以某集装箱公司实际情况为例,针对危险品货物运输这个细分市场,结合市场营销理论的研究学习成果,通过系统运用战略管理相关理论和分析工具,对危险品货物运输业务中涉及的各相关因素进行研究,理论联系实际,分析危险品货物运输业务中存在的问题、面临的困难,研究并提出应对策略及应对措施,为该公司制定切实可行的危险品货物市场发展战略本文分为五个部分。第一章绪论介绍了选题的背景和意义,并提出具体的研究思路和框架。第二章综述了本文所运用的相关理论和方法。第三章对C公司危险品货运市场战略制定的外部环境和内部环境进行了系统的分析和研究,得出该公司所面临的机遇与威胁,所具备的优势和劣势,并进行SWOT战略分析。第四章根据前文的分析结果,得出C公司发展危险品货运的营销策略。最后一章总结全文,得出结论。
[Abstract]:With the rapid growth of China's foreign trade under the background of economic globalization, the full opening of China's shipping industry after China's entry into wT0 provides a broad market for the development of foreign liner companies' business in China. With the outbreak and aggravation of the economic crisis in the United States and Europe in recent years, the international trade shrank seriously. Faced with the substantial reduction in shipping revenue and the high cost pressure, the shipping companies had to cut their operating costs internally. Diversified operation should be adopted to the outside world. In this context, taking the actual situation of a container company as an example, aiming at the sub-market of dangerous goods transportation, combining with the research and learning results of marketing theory, through the systematic use of strategic management theory and analysis tools, This paper studies the relevant factors involved in the transport of dangerous goods, analyzes the problems and difficulties in the operation of transportation of dangerous goods, and puts forward the countermeasures and measures. Develop a viable Market Development Strategy for dangerous goods for the Company. This paper is divided into five parts. The first chapter introduces the background and significance of the topic. The second chapter summarizes the relevant theories and methods used in this paper. The third chapter makes a systematic analysis and research on the external and internal environment of C company's dangerous goods freight market strategy. The opportunities and threats faced by the company, the advantages and disadvantages of the company, and the strategic analysis of SWOT. Chapter four, according to the results of the above analysis, get the marketing strategy of C company to develop dangerous goods freight. The last chapter summarizes the full text, Draw a conclusion.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F552.6

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