珠海外轮理货有限公司营销模式改进策略

发布时间：2018-12-28 17:20

【摘要】：随着我国改革开放的深入和海运货物运输方式的改变,外轮理货行业的发展面临重大考验,政策保护性业务逐渐减少,须更多依靠市场委托性业务。珠海外轮理货有限公司成立二十多年来,凭借公正、准确的理货数据赢得了港口、船公司、货主以及各联检单位等的普遍认可,维护了各方的合法权益,为珠海特区的经济发展和港口事业做出了突出贡献,营业收入也逐年攀升。但在市场化程度越来越高的今天,珠海外轮理货有限公司营销观念落后、营销手段单一等缺点,都制约着企业的持续发展。本文希望通过对珠海外轮理货有限公司营销模式的问题探讨,结合现代营销理论,探索有效的、适合该公司的营销模式,籍此提高创利能力并使企业获得进一步的发展。本文以珠海外轮理货有限公司为研究对象,通过文献检索法、调查研究法、理论联系实际等研究方法分析问题,运用比较分析研究法找出最佳营销模式方案。在回顾营销相关理论的基础上,本文分析了珠海外轮理货有限公司营销方面存在的观念落后、手段单一、关系淡泊等问题,并对影响营销模式构建的内、外部环境进行了细致分析,提出了要构建以人文精神为导向的新战略模式、客户联盟营销模式和新客户信任体系的湿营销模式。本文将营销理论引入到了外轮理货行业,通过研究表明,要使珠海外轮理货有限公司从容应对不断发展的海洋货物运输业,实现企业的可持续发展目标,必须构建科学有效的营销模式。
[Abstract]:With the deepening of China's reform and opening up and the change of sea freight transportation mode, the development of foreign shipping tally industry is facing a major test. The policy protection business is gradually reduced, and more rely on the market entrustment business. Since its establishment more than 20 years ago, Zhuhai Foreign Shipping tally Co., Ltd. has won the general recognition of ports, shipping companies, cargo owners and joint inspection units by virtue of fair and accurate tally data, thus safeguarding the legitimate rights and interests of all parties. Zhuhai Special Economic Zone has made outstanding contributions to the economic development and port undertakings, operating income is also rising year by year. However, with the increasingly high degree of marketization, Zhuhai Foreign Shipping tally Co., Ltd. has many shortcomings, such as backward marketing concept and single marketing means, which restrict the sustainable development of enterprises. This paper hopes to probe into the marketing mode of Zhuhai Foreign Shipping tally Co., Ltd., combining with the modern marketing theory, to explore an effective marketing model suitable for the company, so as to improve the ability of profit creation and make the enterprise obtain further development. This paper takes Zhuhai Foreign ship tally Co., Ltd. as the research object, through the literature retrieval method, the investigation research method, the theory unifies the practice and so on the research method analysis question, uses the comparison analysis research method to find out the best marketing pattern plan. On the basis of reviewing the relevant theories of marketing, this paper analyzes the problems existing in the marketing aspects of Zhuhai Foreign Shipping tally Co., Ltd., such as backward concept, single means, weak relationship, and so on, and analyzes the problems that affect the construction of marketing mode. Based on the detailed analysis of the external environment, this paper puts forward a new strategic model based on humanistic spirit, a new marketing model of customer alliance and a wet marketing model of new customer trust system. In this paper, the marketing theory is introduced into the foreign shipping tally industry. The research shows that Zhuhai Foreign ship tally Co., Ltd. should deal with the continuous development of the marine cargo transportation industry and realize the sustainable development goal of the enterprise. We must construct a scientific and effective marketing model.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F552;F274

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