中海集运公司华南片区分公司营销策略研究

发布时间：2018-03-24 12:33

本文选题：集装箱　切入点：中海集运　出处：《大连海事大学》2015年硕士论文

【摘要】：集装箱出现在运输领域为海运带来了非同寻常的意义。不仅提高了在港装卸效率,而且缩短了船舶的在港时间。另一方面,它降低了货损、货差,提高了货运质量,提供了标准化运输单元,推动商品包装的标准化。同时也构建了全球海运物流网络,更加易于实现门到门运输。集装箱运输发展到今天,其意义和作用更加明显。船舶大型化、区域核心港的形成、联盟体经营模式深化、世界物流产业的现代化管理模式,都让集装箱成为了海上运输中必不可少的一个组成部分。集装箱运输产业作为老牌运输产业在2008年市场左右到达顶峰之后,目前处于相对低迷的时期。各班轮船东通过调整营销策略艰难求生。中海集运是世界班轮公司中,营销能力位居前10名的大型中国国有集装箱运输公司,航线遍及世界各地的主要班轮服务港口。而主要经营中国出口运输的中海集运在中国国内最大的两个口岸就包含了华南片区。当下,广东省和华南片区的集装箱运输需求正以日新月异的速度发展,并逐步占据了整个公司国内市场接近40%的出口比例。基于此,论文的目的就变的非常明确,如果能了解到中海集运的营销模式,并在此基础上对其进行优化,将会对整个中国甚至世界的集装箱运输产生重要的参考作用。本文共分六个部分,第一部分简单介绍了选择这个研究题目的目的和意义。第二部分直接进入主题,从CSCL出发,并对其运营销特点进行理论阐述。第三、四和第五章为文章核心,介绍了营销过程中出现的主要问题和解决方案,并通过预测箱量的方式对其进行了本质上的优化,对营销结果进行了评估。第六章对全文作出了总结。本文的创新在于,从实际、从本质出发,通过构建数学模型的方式。解决中海集运华南片区营销中有代表性的舱位分配问题,不仅对华南地区集装箱运输营销效果做出改善,对同行业其他公司进行营销优化有重要参考意义。
[Abstract]:The presence of containers in the field of transportation has brought about extraordinary significance for maritime transport. It not only improves the efficiency of loading and unloading at port, but also shortens the time for ships to be in port. On the other hand, it reduces the damage, the difference of cargo, and improves the quality of freight. It provides a standardized transport unit to promote the standardization of commodity packaging. At the same time, it constructs a global maritime logistics network, which makes it easier to realize door-to-door transport. The formation of the regional core port, the deepening of the business model of the alliance, and the modern management mode of the world logistics industry, Container transport industry, as an established transport industry, reached its peak around 2008. At present, it is in a period of relative depression. Each steamer is struggling to survive by adjusting its marketing strategy. China Shipping Company is a large state-owned Chinese container transportation company with the top 10 marketing capabilities among the world liner companies. The shipping routes are spread over major liner service ports around the world. China Shipping, which mainly deals with Chinese export transportation, includes the South China region at the two largest ports in China. The demand for container transportation in Guangdong Province and southern China is developing at a rapidly changing rate, and has gradually occupied nearly 40% of the total domestic market of the company. Based on this, the purpose of the paper has become very clear. If we can understand the marketing model of CSC and optimize it on this basis, it will have an important reference role for container transportation in China and even the world. This paper is divided into six parts. The first part briefly introduces the purpose and significance of choosing this research topic. The second part goes directly into the subject, starting from CSCL, and expounds its marketing characteristics theoretically. The third, fourth and fifth chapters are the core of the article. This paper introduces the main problems and solutions in the process of marketing, and optimizes them in essence by predicting the volume of boxes, and evaluates the marketing results. Chapter 6 summarizes the full text. The innovation of this paper lies in, From the point of view of reality and essence, through the way of constructing mathematical model, solving the problem of the representative allocation of cabin space in the marketing of South China shipping area, not only improving the marketing effect of container transportation in South China, but also improving the effect of container transportation marketing in South China. Other companies in the same industry marketing optimization has important reference significance.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F552.6

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