泛亚集装箱航运产品网络营销平台建设研究

发布时间：2018-05-22 20:11

本文选题：网络营销 + 电子商务　；参考：《大连海事大学》2013年硕士论文

【摘要】：自从2008年全球金融危机爆发以来,世界经济陷入低谷,近年来伴随欧洲主权债务危机的持续恶化,全球经济复苏缓慢,世界各国的进出口贸易量显著下降,对航运市场造成严重冲击。同时,经过连续的大量船舶建造和运力投放,市场供给已经远远超过市场需求,运价不断下跌,因此班轮公司亏损现象屡见不鲜。面对艰难形势,全球各家班轮公司纷纷采取管理手段控制成本争取利润,中国的航运企业也不例外。在种种可能的市场竞争措施中,中远集运旗下的泛亚航运有限公司另辟蹊径,在互联网上搭建了集装箱运输产品在线销售的直销平台,通过互联网向国内中小客户提供优质的一揽子运输解决方案,为班轮公司进行市场营销打开了一扇新的窗口。本文的目的就是要对泛亚航运有限公司的集装箱运输产品网络营销平台的建设和应用过程进行深入研究,剖析其商业模式、营销策略和运作方法,从而论证这种网络营销的模式能否给航运市场带来有益的变革,尤其是给班轮公司创造更多的经济价值和社会价值。本文运用层次分析法的原理,将泛亚航运有限公司的网络营销平台建设项目的分析过程分为营销战略、平台解决方案、技术实现以及实际应用验证等几部分内容,结合电子商务网络营销的有关理论,分别阐述泛亚航运有限公司的网络营销目标、方法和结果,通过市场实际运作给出的数据反向对平台建设项目进行验证。同时,针对平台建设过程中存在的问题,提出建设性的意见和建议,对班轮公司网络营销的发展趋势进行展望。最终,本文经过对泛亚航运有限公司网络营销平台建设项目的分析论证,给出笔者的结论,即网络营销模式可以为航运公司,尤其是班轮公司有效地控制营销成本、提高经营效率,获取直观的经济效益并在一定程度上改变航运市场格局。并且,网络营销将成为未来班轮公司拓展营销渠道提升经营管理的一个重要发展方向。
[Abstract]:Since the outbreak of the global financial crisis in 2008 , the world economy has fallen into a low valley . In recent years , the global economic recovery has been slow , the import and export trade volume of all countries in the world has declined significantly , causing serious impact on the shipping market .

In the face of the difficult situation , all round companies in the world have adopted management measures to control the cost for profit , and China ' s shipping enterprises are not the exception . In all kinds of possible market competition measures , the Pan Asia Shipping Co . , Ltd . of the Central and Long Shipping Company has set up a direct selling platform for the online sales of container transportation products . The purpose of this paper is to study the construction and application process of the container transportation product network marketing platform of Pan Asia Shipping Co . , Ltd . , and to analyze its business model , marketing strategy and operation method to demonstrate whether the mode of network marketing can bring beneficial change to the shipping market , especially to create more economic value and social value for the liner company .

Based on the principle of analytic hierarchy process , this paper divides the analysis process of network marketing platform construction project of Pan Asia Shipping Co . , Ltd . into three parts : marketing strategy , platform solution , technology realization and practical application verification . Combined with the relevant theories of E - commerce network marketing , this paper expounds the network marketing objectives , methods and results of Pan Asia Shipping Co . , Ltd .

Finally , through the analysis and demonstration of the construction project of the network marketing platform of Pan Asia Shipping Co . , Ltd . , the author concludes that the network marketing mode can effectively control the marketing cost , improve the management efficiency , get the visual economic benefit and change the shipping market pattern to some extent .
【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】：F552.3;F724.6

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