中远集运在东北市场的营销策略研究

发布时间：2018-07-04 13:14

本文选题：SWOT分析法 + 4Ps理论　；参考：《大连海事大学》2013年硕士论文

【摘要】：振兴东北地区老工业基地是国家的重要战略之一,国家出台了一系列扶持政策,如《关于实施东北地区等老工业基地振兴战略的若干意见》、《东北地区振兴规划》、《全国老工业基地调整改造规划(2011-2020年)》、《东北振兴“十二五”规划》等。如今东北地区产业结构的优化调整已经初见成效,未来该市场必将还有一个长足的发展,引导当地经济迅速发展重振活力,可谓“潜力股”。但是由于金融危机的影响,外贸航线的富余运力纷纷把目标投向国内,市场上的运力迅速提高,竞争激烈程度迅速上升。并且,由于经济调整还需要一段时间,可以预见,在未来的一段时间内,激烈的市场竞争状况仍将继续下去。此外,来自铁路和公路的竞争分流,也将继续下去。本文以中远集运为例,研究了该公司应该采取的营销战略。在产品策略中,作者基于产品线的理论对中远集运的产品实施多元化的手段进行了定性研究。在价格策略中,公司成功建立了舱位利用率和收益的关系。此处,舱位利用率看作是运价的结果。在促销策略方面,本文研究了大客户的折扣标准。本文通过问卷调查和工作经验,绘出了定价的满意度曲线。在此基础上,以长期的利润额为定价目的,将小客户的货量波动看作对收益的减少。这种做法,考虑进了决策者的主观收益,使得决策结果能给决策者带来更多的满意感。
[Abstract]:The revitalization of the old industrial base in the Northeast region is one of the important strategies of the country, and the state has issued a series of supporting policies. For example, some opinions on implementing the strategy of rejuvenating old industrial bases in Northeast China, the Plan for Revitalization of Northeast China, the Plan for Adjustment and Transformation of National Old Industrial bases (2011-2020), the 12th Five-Year Plan for Revitalization of Northeast China, etc. At present, the optimization and adjustment of industrial structure in Northeast China has already achieved initial results. In the future, there will be a great development in this market, which can be described as "potential stock" to guide the rapid development of local economy and revitalize its vitality. However, due to the financial crisis, the surplus capacity of foreign trade routes has been targeted at home, the market capacity has rapidly increased, and the degree of competition has risen rapidly. Moreover, as the economic adjustment will take some time, it can be predicted that the fierce market competition will continue for some time in the future. In addition, competition from rail and road diversion, will also continue. This paper studies the marketing strategy that COSCO should take as an example. In the product strategy, the author qualitatively studies the diversification of COSCO's products based on the theory of product line. In the pricing strategy, the company successfully established the relationship between accommodation utilization and revenue. Here, the rate of accommodation utilization is regarded as the result of freight rates. In the aspect of promotion strategy, this paper studies the discount standard of large customers. This paper draws the satisfaction curve of pricing through questionnaire survey and work experience. On this basis, with the long-term profit amount as the pricing purpose, small customer volume fluctuations as a reduction in earnings. Taking into account the subjective benefits of the decision makers, the decision-making results can bring more satisfaction to the decision-makers.
【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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