本文選題：哈歐班列　切入點：國際多式聯(lián)運(yùn)　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：哈歐國際物流股份有限公司是在國家“一帶一路”時代背景下成立的黑龍江省國際鐵路集裝箱運(yùn)輸服務(wù)企業(yè)�！肮䴕W班列”是以黑龍江哈爾濱為集疏節(jié)點的中歐國際鐵路集裝箱貨運(yùn)班列,是搭接中歐經(jīng)貿(mào)往來的重要運(yùn)輸通道。自2015年6月13日“哈歐班列”首發(fā)以來,公司通過加大營銷力度,積極組織本省和外省適箱貨源,已經(jīng)形成了當(dāng)下每周六發(fā)車運(yùn)行的常態(tài)。目前,在具有政府補(bǔ)貼支持的中歐班列運(yùn)營逐漸趨向市場化發(fā)展的態(tài)勢下,哈歐國際物流股份有限公司也主動參與市場競爭,以期使未來脫離了政府補(bǔ)貼的“哈歐班列”能夠在競爭激烈的中歐班列市場中脫穎而出,占據(jù)“領(lǐng)頭羊”地位。然而,在進(jìn)行市場營銷的有益探索過程中,“哈歐班列”暴露了其市場營銷觀念不強(qiáng)、目標(biāo)市場界定模糊、營銷手段單一、客戶關(guān)系管理體系尚未構(gòu)建、與競爭對手的服務(wù)產(chǎn)品同質(zhì)化等問題,這就使得“哈歐班列”在中歐貨運(yùn)市場競爭中表現(xiàn)不佳,品牌塑造進(jìn)程十分緩慢。因此,如何解決上述問題,依托“哈歐班列”運(yùn)輸產(chǎn)品,滿足市場多樣化的物流需求,實現(xiàn)“哈歐”品牌的市場化目標(biāo),是擺在公司管理者面前亟需解決的重要問題。本文以現(xiàn)代營銷理論為依據(jù),對目前“哈歐班列”的營銷現(xiàn)狀及問題進(jìn)行了剖析,明確了本篇論文的研究框架和思路。運(yùn)用PEST分析方法,從政治、經(jīng)濟(jì)、社會文化等方面對“哈歐班列”的宏觀營銷環(huán)境進(jìn)行了分析,從行業(yè)環(huán)境和競爭對手等方面對“哈歐班列”的微觀營銷環(huán)境進(jìn)行了分析,確定了“哈歐班列”在市場競爭中面臨的機(jī)會與威脅,優(yōu)勢與劣勢。運(yùn)用STP理論對“哈歐班列”面對的貨運(yùn)市場進(jìn)行了細(xì)分,分析整理了不同市場客戶的需求,緊密結(jié)合哈歐國際物流股份有限公司和“哈歐班列”自身的優(yōu)勢和劣勢,選擇合適的目標(biāo)市場,進(jìn)行市場競爭定位,在此基礎(chǔ)上,本文提出了“哈歐班列”的營銷組合策略,即產(chǎn)品策略、價格策略、促銷策略、渠道策略、有形展示策略、服務(wù)過程策略和服務(wù)人員策略等,以解決“哈歐班列”當(dāng)前面臨的營銷困境。同時,提出了保障營銷策略實施的措施。在當(dāng)前國家戰(zhàn)略的大背景下,“哈歐班列”具備前所未有的政策環(huán)境優(yōu)勢,盡早擺脫對政府補(bǔ)貼的依賴進(jìn)入市場運(yùn)營的軌道,是“哈歐”及其同類國際運(yùn)輸企業(yè)的當(dāng)務(wù)之急。希望本文的研究能夠?qū)H鐵路集裝箱運(yùn)輸服務(wù)企業(yè)的營銷管理具有一些參考價值和實踐指導(dǎo)作用,推動行業(yè)的健康和持續(xù)發(fā)展。
[Abstract]:Ha'o International Logistics Co., Ltd. is an international railway container transportation service enterprise in Heilongjiang Province established under the background of "Belt and Road". "Haobanli" is a central European country with Harbin in Heilongjiang province as its node. International Railway Container Freight Line, It is an important transportation channel for economic and trade exchanges between China and Europe. Since June 13th 2015, when "Haobanli" was first launched, the company has been actively organizing the suitable supply of goods in our province and other provinces through increasing marketing efforts. It has already formed the normal state of departure every Saturday. At present, with the operation of China-Europe Banlie, supported by government subsidies, gradually moving toward market-oriented development, Haao-Europe International Logistics Co., Ltd. has also taken the initiative to participate in market competition. In the hope that the future "Haobane", which has left the subsidized government, will stand out in the highly competitive CEIBS market and take the lead. However, In the process of the beneficial exploration of marketing, "Haobanle" exposed its marketing concept is not strong, the target market definition is vague, the marketing means is single, the customer relationship management system has not yet been constructed. Problems such as homogenization of service products with competitors, which make Haobanle perform poorly in the competition in the China-EU freight market, and the process of brand building is very slow. Therefore, how to solve the above problems, Relying on the transportation products of "Haobanle", meeting the diversified logistics demand of the market and realizing the market-oriented goal of the "Haoer" brand are the important problems that need to be solved urgently in front of the managers of the company. This paper is based on the modern marketing theory. This paper analyzes the current marketing situation and problems of "Haobanli", clarifies the research framework and ideas of this paper. Using PEST analysis method, from the political, economic, economic, From the aspects of social culture and other aspects, this paper analyzes the macro-marketing environment of "Haobanli", and analyzes the micro-marketing environment of "Haobanli" from the aspects of industry environment and competitors. This paper determines the opportunities and threats, advantages and disadvantages faced by "Haobanle" in the market competition. By using STP theory, the paper subdivides the freight market faced by "Haobanle", and analyzes and arranges the needs of customers in different markets. Combining closely with the strengths and weaknesses of Haoer International Logistics Co., Ltd and "Haobanle", this paper puts forward the marketing combination strategy of "Haobanlie", which selects the appropriate target market and positioning the market competition. That is, product strategy, price strategy, promotion strategy, channel strategy, tangible display strategy, service process strategy and service personnel strategy, etc. Under the background of the current national strategy, "Haobanle" has unprecedented advantages in policy environment and gets rid of the dependence on government subsidies to enter the track of market operation as soon as possible. It is an urgent task for "Haoer" and its similar international transportation enterprises. It is hoped that the research in this paper will have some reference value and practical guidance for the marketing management of international railway container transport service enterprises. Promote the health and sustainable development of the industry.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F259.23

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