天津外轮代理公司用户战略研究

发布时间：2018-08-15 13:20

【摘要】：随着信息技术的进步,互联网浪潮席卷全球。如今,互联网的发展已经融入到各行各业中,“互联网+传统行业”的模式成为企业新一轮变革的方向。与此同时,传统意义上企业与客户的关系正向互联网时代下平台与用户的关系转变。在这个转变过程中,不同行业面临的外部环境不同,但“以用户为核心”这个关键点是所有行业的共识。近年来,国家降低了船舶代理行业的准入门槛,船舶代理行业间的竞争日趋激烈。天津外轮代理公司是天津港最早成立的船舶代理公司,也是天津外轮代理行业的老字号品牌。面对日益竞争的船舶代理市场,天津外代将“用户战略”定位未来企业发展的方向,不断深耕服务内容,提升服务水平,逐渐在竞争中脱颖而出。本文首先对比分析了用户战略和客户关系的异同,并对用户战略进行了详细的阐述。本文使用PEST分析方法,对天津外代面临的政治、经济、社会和技术环境进行了分析,在此基础上继续使用SWOT分析方法对天津外代的优势和劣势进行了归纳,并对船舶代理行业存在的机会和威胁进行了概括整理。未来,天津外代首先需要以用户战略武装公司,从理念、业务、经营这三个方面实行一体化战略;其次要强化公司内部驱动力,实行用户中心型管理模式、搭建同心圆组织以及运用可抛式技术;最后要完善外部触点,开发满足用户更高需求的产品,推广实用性市场营销,落实TCPF营销策略以及提升双重客户服务质量。
[Abstract]:With the progress of information technology, the Internet is sweeping the world. Nowadays, the development of the Internet has been integrated into various industries, and the mode of "traditional Internet industry" has become the direction of a new round of innovation for enterprises. At the same time, the relationship between enterprise and customer in the traditional sense is changing to the relationship between platform and user in the Internet era. In this process, different industries face different external environment, but the key point of "user-centered" is the consensus of all industries. In recent years, the country has lowered the entry threshold of the ship agent industry, and the competition between the ship agency industry is becoming increasingly fierce. Tianjin Foreign Shipping Agency Company is the earliest established shipping agent company in Tianjin Port, and is also an old brand of Tianjin foreign shipping agency industry. In the face of the increasingly competitive ship agency market, Tianjin Outagent will "user Strategy" positioning the future direction of enterprise development, continuously cultivate the content of services, improve the service level, gradually stand out in the competition. Firstly, this paper compares and analyzes the similarities and differences between user strategy and customer relationship, and expounds the user strategy in detail. In this paper, the political, economic, social and technological environment of Tianjin outsider is analyzed by using PEST analysis method. On the basis of this, the advantages and disadvantages of Tianjin outsider are summarized by using SWOT analysis method. And the opportunities and threats of the shipping agent industry are summarized and sorted out. In the future, Tianjin foreign agents first need to arm the company with user strategy and implement the integration strategy from the three aspects of concept, business and operation; secondly, we should strengthen the internal driving force of the company and implement the user-centered management model. Finally, we should perfect external contacts, develop products that meet the higher needs of users, promote practical marketing, implement TCPF marketing strategy and improve the quality of dual customer service.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F552;F274

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