本文選題：海寶碼頭　切入點(diǎn)：環(huán)境分析　出處：《安徽大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨著我國(guó)制造業(yè)水平的持續(xù)提升以及內(nèi)需的不斷增強(qiáng),我國(guó)第三產(chǎn)業(yè),尤其是作為交通運(yùn)輸重要組成部分的港口及物流服務(wù)業(yè),得到了飛速的發(fā)展,但也面臨著嚴(yán)峻的挑戰(zhàn)。因?yàn)殡S著運(yùn)輸市場(chǎng)的持續(xù)開放,其格局已轉(zhuǎn)變成為貨方市場(chǎng),在這種大環(huán)境下,無(wú)論是港口還是物流企業(yè)都必須與有形商品的制造企業(yè)一樣,積極開展市場(chǎng)營(yíng)銷,讓企業(yè)在激烈的競(jìng)爭(zhēng)中立于不敗之地。 在世界經(jīng)濟(jì)的影響下,鋼鐵行業(yè)發(fā)展進(jìn)入第三調(diào)整期,和鋼鐵生產(chǎn)息息相關(guān)的鋼鐵物流業(yè)也同樣遇到發(fā)展的拐點(diǎn),其需要改變過(guò)去陳舊的運(yùn)作理念,主動(dòng)迎合市場(chǎng)的變化,建立以客戶需求為中心的市場(chǎng)營(yíng)銷體系,積極主動(dòng)開拓市場(chǎng)業(yè)務(wù)。 鑒于此,本文以寶鋼物流公司的海寶碼頭為研究對(duì)象,以寶鋼自身以及海門當(dāng)?shù)睾椭苓叺貐^(qū)的市場(chǎng)環(huán)境、經(jīng)濟(jì)狀況以及目標(biāo)和潛在客戶調(diào)研為基礎(chǔ),結(jié)合港口市場(chǎng)營(yíng)銷的相關(guān)理論為依據(jù),對(duì)海寶碼頭未來(lái)市場(chǎng)營(yíng)銷策略進(jìn)行系統(tǒng)的分析與研究。論文共分為六章內(nèi)容： 第一章：緒論部分,主要介紹本文的研究背景,即鋼鐵物流行業(yè)的發(fā)展環(huán)境,以及本文的研究意義,即為何要對(duì)海寶碼頭做市場(chǎng)營(yíng)銷研究。 第二章：理論基礎(chǔ),分別詳述了傳統(tǒng)的4P和4R營(yíng)銷理論,在此基礎(chǔ)之上著重闡述了客戶關(guān)系管理及電子商務(wù)理論,為文章的研究奠定理論支撐。 第三章：環(huán)境分析,以外部宏觀和當(dāng)?shù)馗劭谖锪鳂I(yè)的發(fā)展環(huán)境以及寶鋼自身的戰(zhàn)略部署為切入點(diǎn),再結(jié)合海寶碼頭的實(shí)際,分析得出海寶碼頭的發(fā)展環(huán)境總體上呈現(xiàn)良好的發(fā)展態(tài)勢(shì)。 第四章：市場(chǎng)分析,著重分析了碼頭的腹地經(jīng)濟(jì)和貨源,通過(guò)詳細(xì)的調(diào)研得知,當(dāng)?shù)亟?jīng)濟(jì)的迅速發(fā)展以及市場(chǎng)客戶群能給海寶碼頭未來(lái)建成投產(chǎn)帶來(lái)巨大的市場(chǎng)發(fā)展空間。 第五章：營(yíng)銷策略,在前兩章環(huán)境及市場(chǎng)分析的基礎(chǔ)之上,細(xì)化了碼頭未來(lái)的目標(biāo)市場(chǎng),為了迎合良好的發(fā)展態(tài)勢(shì)和數(shù)量可觀的腹地貨源,以4P營(yíng)銷理論為模型,從產(chǎn)品、渠道、價(jià)格、促銷、關(guān)系營(yíng)銷等角度分析,提出海寶碼頭具體的市場(chǎng)營(yíng)銷策略,為碼頭建成投產(chǎn)后的正常運(yùn)營(yíng)提供準(zhǔn)確的思路方向。 第六章：結(jié)論展望,對(duì)本文得出的結(jié)論進(jìn)行詳盡的梳理和總結(jié),展望并提出未來(lái)海寶碼頭投產(chǎn)后的營(yíng)銷策略思路。
[Abstract]:With the continuous improvement of our manufacturing industry and the increasing of domestic demand, the tertiary industry, especially the port and logistics service industry, which is an important part of transportation, has been developing rapidly. But it also faces serious challenges. Because with the continued opening of the transport market, its pattern has been transformed into a cargo market. In such an environment, both port and logistics enterprises must be the same as the manufacturers of tangible goods. Actively develop marketing, so that enterprises in the fierce competition in an invincible position. Under the influence of the world economy, the iron and steel industry has entered the third period of adjustment, and the steel logistics industry, which is closely related to the steel production, has also encountered the inflection point of development. It needs to change the old operating concepts of the past and take the initiative to cater to the changes in the market. Establish a customer-centered marketing system and actively develop market operations. In view of this, this paper takes Haibao wharf of Baosteel logistics company as the research object, based on the market environment, economic situation, target and potential customer investigation of Baosteel itself and the local and surrounding areas of Haimen. Based on the relevant theories of port marketing, this paper makes a systematic analysis and research on the future marketing strategy of Haibao Wharf. The thesis is divided into six chapters:. The first chapter: introduction, mainly introduces the research background of this paper, that is, the development environment of iron and steel logistics industry, and the significance of this research, that is, why to do marketing research on Haibao wharf. The second chapter: the theoretical foundation, respectively elaborated the traditional 4P and 4R marketing theory, on this basis has elaborated the customer relationship management and the electronic commerce theory emphatically, has laid the theoretical support for the article research. Chapter III: environmental analysis, with the external macro and local port logistics industry development environment as well as Baosteel's own strategic deployment as a starting point, and then combined with the reality of Haibao Wharf, The analysis shows that the development environment of the sea treasure wharf presents a good development trend on the whole. Chapter 4th: market analysis, focusing on the analysis of the wharf hinterland economy and sources of goods, through detailed research, the rapid development of local economy and market customers can bring Haibao wharf into production in the future to bring huge market development space. Chapter 5th: marketing strategy, on the basis of environment and market analysis in the first two chapters, detailed the target market of wharf in the future. In order to meet the good development situation and a considerable quantity of hinterland supply, we take 4P marketing theory as the model, from the product, Based on the analysis of channel, price, promotion, relationship marketing and so on, this paper puts forward the concrete marketing strategy of Haibao wharf, which provides an accurate way of thinking for the normal operation of the wharf after it is completed and put into operation. Chapter 6th: the conclusion outlook, the conclusion of this paper is detailed combed and summarized, and put forward the future Haibao wharf marketing strategy thinking after putting into production.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F552.6

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