厦门C国际船舶代理有限公司营销战略研究
发布时间：2018-07-29 14:07
【摘要】：随着中国加入WTO，航运进一步对外开放，这给国内的国际船舶代理业的发展创造了前所未有的巨大市场。尽管经历了2008年的次贷危机，航运市场经历了低迷，但随着世界经济复苏，我国对外贸易量不断震荡上升，航运业面临洗牌和整理。处在后金融危机时代的中国船舶代理市场挑战与机遇并存，厦门作为南方的一个重要港口也不例外，随着国际经济形势的回暖以及海西经济区的设立，厦门的航运市场将呈现一个逐渐上升的趋势。 但必须看到中国进入WTO后国际船舶代理市场逐步开放，外资船舶代理机构对中国船舶代理市场早已垂涎三尺，，一旦政策准入，必将进入中国船舶代理市场，届时不管是国有还是私营的船舶代理企业都将面对这些强大的外来者的竞争。因此，中国船舶代理企业应未雨绸缪，为提升企业竞争力，尽早建立一套科学而切合实际的营销战略体系。 本文将基于厦门船舶代理市场，以厦门C国际船舶代理有限公司为例，从地理、政治、经济、口岸服务、口岸联检五个方面分析了公司所处的宏观环境进而对C国际船舶代理有限公司所处的营销外部环境进行分析，用波特的五种竞争力模型分析了企业的竞争环境，从内部营销资源分析公司自身的劣势和优势。最后，论文在明确了公司的发展目标和思路的基础上，利用SWOT矩阵分析法，分析了公司的营销战略，并结合船舶代理服务的特点，提出公司现阶段应采用7P+3R+1C的营销策略组合，为厦门C国际船舶代理有限公司转型提供决策参考。
[Abstract]:With China's entry into the WTO, shipping is further open to the outside world, which has created an unprecedented huge market for the development of international shipping agency in China. Despite the subprime crisis in 2008, the shipping market has experienced a downturn, but with the recovery of the world economy, China's foreign trade volume has been steadily rising, and the shipping industry is facing shuffling and sorting. In the post financial crisis, China's shipping agency market challenges and opportunities coexist. As an important port in the south, Xiamen is no exception. With the warming of the international economic situation and the establishment of the Haixi Economic Zone, the shipping market of Xiamen will show a trend of increasing.
But it is necessary to see that the international shipping agency market is gradually open after China's entry into the WTO. The agency of foreign vessels has long been coveted to the Chinese shipping agent market. Once the policy admittance, it will enter the Chinese shipping agency market. Therefore, China's shipping agency enterprises should prepare for the rainy day and set up a scientific and practical marketing strategy system as soon as possible in order to enhance the competitiveness of enterprises.
Based on the Xiamen shipping agent market, this paper takes Xiamen C international shipping agent Co., Ltd. as an example to analyze the macro environment of the company from five aspects of geography, politics, economy, port service and port joint inspection, and then analyze the marketing environment of C international shipping agency Limited, and use Potter's five competitive models. This paper analyzes the competitive environment of the enterprise, analyzes its own disadvantages and advantages from the internal marketing resources. Finally, on the basis of defining the company's development goals and ideas, the paper analyzes the marketing strategy of the company by using the SWOT matrix analysis method, and combines the characteristics of the shipping agency service, and puts forward that the company should adopt the 7P+3R+1C marketing at the present stage. Strategic combination for Xiamen C International Shipping Agency Co., Ltd. to provide decision-making reference.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F552.6
本文编号：2152918
[Abstract]:With China's entry into the WTO, shipping is further open to the outside world, which has created an unprecedented huge market for the development of international shipping agency in China. Despite the subprime crisis in 2008, the shipping market has experienced a downturn, but with the recovery of the world economy, China's foreign trade volume has been steadily rising, and the shipping industry is facing shuffling and sorting. In the post financial crisis, China's shipping agency market challenges and opportunities coexist. As an important port in the south, Xiamen is no exception. With the warming of the international economic situation and the establishment of the Haixi Economic Zone, the shipping market of Xiamen will show a trend of increasing.
But it is necessary to see that the international shipping agency market is gradually open after China's entry into the WTO. The agency of foreign vessels has long been coveted to the Chinese shipping agent market. Once the policy admittance, it will enter the Chinese shipping agency market. Therefore, China's shipping agency enterprises should prepare for the rainy day and set up a scientific and practical marketing strategy system as soon as possible in order to enhance the competitiveness of enterprises.
Based on the Xiamen shipping agent market, this paper takes Xiamen C international shipping agent Co., Ltd. as an example to analyze the macro environment of the company from five aspects of geography, politics, economy, port service and port joint inspection, and then analyze the marketing environment of C international shipping agency Limited, and use Potter's five competitive models. This paper analyzes the competitive environment of the enterprise, analyzes its own disadvantages and advantages from the internal marketing resources. Finally, on the basis of defining the company's development goals and ideas, the paper analyzes the marketing strategy of the company by using the SWOT matrix analysis method, and combines the characteristics of the shipping agency service, and puts forward that the company should adopt the 7P+3R+1C marketing at the present stage. Strategic combination for Xiamen C International Shipping Agency Co., Ltd. to provide decision-making reference.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F552.6
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