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

【摘要】：伴隨著我國制造業(yè)水平的持續(xù)提升以及內(nèi)需的不斷增強,我國第三產(chǎn)業(yè),尤其是作為交通運輸重要組成部分的港口及物流服務業(yè),得到了飛速的發(fā)展,但也面臨著嚴峻的挑戰(zhàn)。因為隨著運輸市場的持續(xù)開放,其格局已轉(zhuǎn)變成為貨方市場,在這種大環(huán)境下,無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,積極開展市場營銷,讓企業(yè)在激烈的競爭中立于不敗之地。 在世界經(jīng)濟的影響下,鋼鐵行業(yè)發(fā)展進入第三調(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,其需要改變過去陳舊的運作理念,主動迎合市場的變化,建立以客戶需求為中心的市場營銷體系,積極主動開拓市場業(yè)務。 鑒于此,本文以寶鋼物流公司的海寶碼頭為研究對象,以寶鋼自身以及海門當?shù)睾椭苓叺貐^(qū)的市場環(huán)境、經(jīng)濟狀況以及目標和潛在客戶調(diào)研為基礎,結(jié)合港口市場營銷的相關(guān)理論為依據(jù),對海寶碼頭未來市場營銷策略進行系統(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,即為何要對海寶碼頭做市場營銷研究。 第二章：理論基礎,分別詳述了傳統(tǒng)的4P和4R營銷理論,在此基礎之上著重闡述了客戶關(guān)系管理及電子商務理論,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?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,再結(jié)合海寶碼頭的實際,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。 第四章：市場分析,著重分析了碼頭的腹地經(jīng)濟和貨源,通過詳細的調(diào)研得知,當?shù)亟?jīng)濟的迅速發(fā)展以及市場客戶群能給海寶碼頭未來建成投產(chǎn)帶來巨大的市場發(fā)展空間。 第五章：營銷策略,在前兩章環(huán)境及市場分析的基礎之上,細化了碼頭未來的目標市場,為了迎合良好的發(fā)展態(tài)勢和數(shù)量可觀的腹地貨源,以4P營銷理論為模型,從產(chǎn)品、渠道、價格、促銷、關(guān)系營銷等角度分析,提出海寶碼頭具體的市場營銷策略,為碼頭建成投產(chǎn)后的正常運營提供準確的思路方向。 第六章：結(jié)論展望,對本文得出的結(jié)論進行詳盡的梳理和總結(jié),展望并提出未來海寶碼頭投產(chǎn)后的營銷策略思路。
[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.
【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F552.6

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