HZ公司STP战略研究

发布时间：2018-05-06 19:11

本文选题：国际货运代理 + STP营销战略　；参考：《山东大学》2012年硕士论文

【摘要】：20世纪50年代以来,随着世界各国经济贸易往来日益频繁,跨国经济活动的增加,世界经济一体化进程的加快,国际货运代理行业迅速发展。随着我国加入WTO,我国国际货运代理行业逐步开放,外国物流业巨头抢滩中国市场,给本土物流企业带来巨大的竞争压力。2011年世界经济在艰难中复苏。美国经济在高失业、低增长、低投资和低利率的困扰中艰难地增长。欧债危机在欧洲诸国接连不断爆发,对世界经济造成了巨大的影响。日元升值和日本大地震让日本经济陷入低迷。受世界经济增长放缓等因素的影响,全球大宗商品需求增长减速,航运业运力过剩现象严重,总体运价大幅下跌,全球主要班轮运输公司陷入巨亏。与航运业休戚相关的国际货运代理行业也步入了严冬,部分中小型企业甚至已经到了企业生存的困难时刻。 HZ公司是中国外运股份有限公司(简称中国外运)的控股企业,作为淄博、滨州地区的国际货运代理行业龙头,在这个非常时期,也受到了巨大的冲击。本文通过借鉴现代物流和市场营销理论,对HZ公司市场状况进行了深入的分析,指出HZ公司应该通过STP营销战略,进军进口大豆这一细分市场,改变公司的货源结构,以及如何充分发挥7Ps营销组合,增加营销能力,开展特色服务,形成竞争优势,以保持现有市场地位。本文首先介绍了选题的背景和意义,并提出了具体的研究思路和框架。其次对HZ公司所面临的外部环境进行了深入的分析：运用PEST模型从政治、经济、社会文化、技术等方面对影响国际货运代理业的宏观环境因素进行了研究；运用波特五力分析法、产业生命周期和产业集中度理论对国际货运代理行业的产业特点和竞争环境进行了分析。在外部环境分析的基础上得出了HZ公司所面临的机遇和威胁以及成功的关键因素。随后,对HZ公司的内部资源和能力进行了分析,通过分析,找出公司的优势和劣势,运用SWOT分析理论,对企业的营销发展方向做出选择,结合STP营销战略理论,找出目标市场,进行精准的市场定位并形成鲜明的竞争优势,提出企业营销战略方案。在此基础上,介绍公司的7Ps营销组合策略。本文研究的目的,是在现代物流理论和市场营销理论的基础上,探究出一套适合当代国际货运代理企业的STP营销战略方案。
[Abstract]:Since the 1950s, the international freight forwarding industry has developed rapidly with the increasing of economic and trade exchanges, the increase of transnational economic activities and the acceleration of the process of world economic integration. With China's entry into WTO, China's international freight forwarding industry has gradually opened up, and foreign logistics giants have seized the Chinese market, which has brought huge competitive pressure to local logistics enterprises. The world economy is recovering from difficulties in 2011. The U.S. economy is struggling to grow amid high unemployment, low growth, low investment and low interest rates. The European debt crisis broke out one after another in Europe, which had a great impact on the world economy. The appreciation of the yen and the earthquake in Japan plunged the Japanese economy into a downturn. Global commodity demand has slowed, overcapacity in the shipping industry has been rampant, overall freight rates have fallen sharply, and major liner carriers have suffered huge losses as a result of slowing world economic growth and other factors. The international freight forwarding industry, which is closely related to the shipping industry, has entered a severe winter, and some small and medium-sized enterprises have even reached a difficult time for their survival. HZ Company is the holding enterprise of China Foreign Transportation Co., Ltd., which is the leading international freight forwarder in Zibo and Binzhou area. Based on the modern logistics and marketing theory, this paper analyzes the market situation of HZ Company, and points out that HZ Company should enter the market of imported soybean through STP marketing strategy, and change the supply structure of the company. And how to give full play to the 7Ps marketing mix, increase the marketing ability, develop the characteristic service, form the competitive advantage, in order to maintain the existing market position. This paper first introduces the background and significance of the topic, and puts forward the specific research ideas and framework. Secondly, it makes a deep analysis of the external environment faced by HZ Company: using the PEST model to study the macro environmental factors that affect the international freight forwarding industry from the aspects of politics, economy, social culture, technology and so on; This paper analyzes the industrial characteristics and competitive environment of international freight forwarding industry by using Porter's five-force analysis, industry life cycle and industrial concentration theory. Based on the analysis of external environment, the opportunities and threats faced by HZ and the key factors of success are obtained. Then, the internal resources and capabilities of HZ Company are analyzed, through which the strengths and weaknesses of the company are found, and the marketing development direction of the enterprise is chosen by using the SWOT analysis theory, and the target market is found by combining the STP marketing strategy theory. Carry on accurate market position and form distinct competitive advantage, put forward enterprise marketing strategy plan. On this basis, introduce the company's 7Ps marketing mix strategy. On the basis of modern logistics theory and marketing theory, the purpose of this paper is to explore a set of STP marketing strategies suitable for contemporary international freight forwarders.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F259.2;F552.6

【参考文献】