马士基航运长沙分公司湖南区域市场竞争战略研究

发布时间：2018-07-01 20:47

本文选题：竞争战略 + 公司战略管理　；参考：《中南大学》2012年硕士论文

【摘要】：2008年的金融危机给全球经济带来了极大的冲击。这种冲击,不可避免地波及了国际贸易的前进步伐,对于贸易依赖性极高的航运业是首当其冲受影响的行业之一。国际贸易在经历2008年的经济危机后,目前也已进入后危机时代,虽已开始复苏,但仍然面临很多挑战。论文针对马士基航运长沙分公司在湖南区域市场的经营实际情况,研究其如何面对经济等多方面环境的变化,重新整合其内部资源,对其市场经营战略进行科学的调整,发挥自身优势的同时制定和实施新的竞争战略,以推动其在湖南区域市场的进一步发展。论文研究认为马士基航运长沙分公司机遇与挑战并存,为有效地进一步抢占市场份额,必然需要强大的销售和服务网络的支持。实施精细化管理,增加内支线代理,引入竞争,增强自身的议价能力,削弱船代所属货代或物流公司的议价能力,同时也能为客户提高更多内支线驳船的班期选择,提高客户满意度。加强进口,优化出口成本,提高运价竞争力；加强销售团队建设,推进冷冻柜、挂衣柜以及特种柜产品市场。
[Abstract]:The financial crisis of 2008 brought great impact to the global economy. This impact has inevitably affected the pace of international trade, the highly dependent shipping industry is the first to bear the impact of the industry. After the economic crisis in 2008, international trade has entered a post-crisis era. Although it has begun to recover, it still faces many challenges. According to the actual situation of Maersk Line Changsha Branch's operation in Hunan regional market, this paper studies how to face the changes of economy and other aspects of environment, reintegrate its internal resources, and adjust its market management strategy scientifically. To promote the further development of Hunan regional market, we should make and implement a new competitive strategy while giving full play to our own advantages. The paper thinks that Maersk Line Changsha Branch has both opportunities and challenges. In order to effectively seize the market share, strong sales and service networks are necessary to support Maersk Line Changsha Branch. Implementing fine management, increasing internal branch line agents, introducing competition, enhancing their bargaining power, weakening the bargaining power of freight forwarders or logistics companies belonging to shipping agents, and at the same time improving the shift time choice of more internal feeder barges for customers, Improve customer satisfaction. Strengthen the import, optimize the export cost, improve the competitiveness of the freight rate; strengthen the sales team building, promote the frozen cabinet, hanging wardrobe and special cabinet products market.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F552.6

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