浅析C公司的营销策略

发布时间：2018-06-01 08:08

本文选题：集装箱运输 + 综合物流　；参考：《厦门大学》2014年硕士论文

【摘要】：近年来随着我国对外贸易的迅猛发展,我国已跃居成为世界集装箱航运大国,然而,2008年国际金融危机爆发之后,受全球贸易增长大幅减缓影响,我国集装箱航运业面临着前所未有的危机：一方面,市场供大于求的状况迟迟得不到扭转,企业经营成本不断攀升；另一方面,航运企业又深受恶性价格竞争的严重威胁,企业利润不断受到蚕食。作为国内集装箱运输企业之一的C公司,也面临着同样的挑战,在如此困难的环境下,如何“生存”下来,成了众多国内航运企业亟待解决的问题。本文将通过对C公司营销策略的研究,寻求企业摆脱困境的营销方案。本文先运用PEST及SWOT对C公司的内外环境进行了分析,进而从4R理论的四个角度(关联、反应、关系及回报)分别提出营销建议,试图通过捆绑客户、与竞争者联盟、发展综合物流及挖掘价值客户等营销措施来让C公司摆脱当前的困境。笔者认为,4R理论为C公司营销策略的制定提供了新的思路,同时也为国内其他航运企业提供了经验上的借鉴。
[Abstract]:With the rapid development of China's foreign trade in recent years, China has become a major container shipping country in the world. However, after the outbreak of the international financial crisis in 2008, the growth of global trade has been greatly slowed down. China's container shipping industry is facing an unprecedented crisis: on the one hand, the situation of oversupply in the market has not been reversed, and the operating costs of enterprises are constantly rising; on the other hand, the shipping enterprises are seriously threatened by vicious price competition. Corporate profits are constantly being eroded. As one of the domestic container transportation enterprises, company C also faces the same challenge. In such a difficult environment, how to "survive" has become a problem to be solved by many domestic shipping enterprises. In this paper, the marketing strategy of C company will be studied to find out of the predicament of the enterprise marketing scheme. This paper analyzes the internal and external environment of C Company by using PEST and SWOT, and then puts forward marketing suggestions from the four angles of 4R theory (relevance, reaction, relationship and return). Develop marketing measures such as integrated logistics and value customers to get company C out of its current predicament. The author believes that the "4R" theory provides a new way of thinking for the formulation of marketing strategy of C Company, and also provides experience for other domestic shipping enterprises.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F552.6

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