天津港集装箱码头客户市场开发研究

发布时间：2019-05-19 11:56

【摘要】：集装箱运输是目前发展最快的海上运输形式,作为海运衍生市场的港口企业也纷纷投资集装箱运输市场。作为服务类产业的港口企业,只有不断提高自身的服务质量,才能稳定原有客户,并不断拓展新的市场,最终在激烈的市场竞争中立于不败之地。面对海上、陆上广阔的客户市场,如何进行集装箱港口企业的市场开发研究,从而有针对性地制定营销策略,提高客户服务的质量,成为现今港口企业亟待解决的问题。市场细分策略已广泛应用于许多社会领域,其中聚类分析算法应用最为普遍,并且能取得较好的效果。但集装箱港口企业的市场细分研究还不是很深入。本文通过对天津港集装箱码头市场运营环境的分析研究,提出将市场细分策略引入到集装箱港口企业的运营管理中,以提高港口的服务质量,提升港口的竞争力。本文充分利用了港口数据库中的客户信息,从海量的数据中提取出了与集装箱港口客户最为相关的几类指标,并进行了数据的完善、集成、以及标准化处理等数据预处理操作,为后续的聚类分析奠定了基础。本文采用了基于距离的聚类分析方法,并以天津港集装箱码头为例进行了实证分析,取得了比较好的划分效果,验证了将市场细分策略应用于集装箱港口企业中的可行性。本文还根据市场划分的结果,深入分析了目标市场的特点,并提出了相应的市场开发策略。本文所进行的集装箱港口企业的市场开发研究具有积极的实践价值,在一定程度上促进了港口企业信息化的发展。
[Abstract]:Container transportation is the fastest growing form of maritime transportation at present, and port enterprises, as maritime derivatives market, have also invested in container transportation market. As a service industry, port enterprises can stabilize the original customers, expand the new market, and finally remain invincible in the fierce market competition only by constantly improving their own service quality. In the face of the vast customer market at sea and on land, how to carry out the market development research of container port enterprises, so as to formulate marketing strategy and improve the quality of customer service, has become an urgent problem for port enterprises to solve. Market segmentation strategy has been widely used in many social fields, among which clustering analysis algorithm is the most widely used, and can achieve good results. However, the market segmentation research of container port enterprises is not very in-depth. Based on the analysis and study of the market operation environment of Tianjin Port Container Terminal, this paper puts forward the introduction of market segmentation strategy into the operation and management of container port enterprises in order to improve the service quality of the port and enhance the competitiveness of the port. This paper makes full use of the customer information in the port database, abstracts several kinds of indexes which are most relevant to the container port customers from the massive data, and carries on the data perfection, the integration, as well as the standardization processing and so on the data preprocessing operation. It lays a foundation for subsequent cluster analysis. This paper adopts the clustering analysis method based on distance, and takes Tianjin Port container terminal as an example to carry on the empirical analysis, obtains the better division effect, and verifies the feasibility of applying the market segmentation strategy to the container port enterprise. According to the results of market division, this paper also analyzes the characteristics of the target market and puts forward the corresponding market development strategy. The research on the market development of container port enterprises in this paper has positive practical value and promotes the development of port enterprise informatization to a certain extent.
【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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