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  本文關(guān)鍵詞：達(dá)通航運大連分公司市場營銷策略研究　出處：《大連理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 集裝箱運輸 航運公司 營銷策略

【摘要】：爆發(fā)于2007年的美國次貸危機以及由其引發(fā)的歐債危機,導(dǎo)致了全球經(jīng)濟增速放緩,世界貿(mào)易持續(xù)低迷。隨著歐債危機的進一步發(fā)酵,世界經(jīng)濟下行的風(fēng)險進一步加大,世貿(mào)組織已經(jīng)將2014年全球貿(mào)易增長預(yù)估值下調(diào)到2.1%。在這種艱難的市場環(huán)境下,航運業(yè)的發(fā)展面臨著前所未有的挑戰(zhàn)。達(dá)通航運是從事中韓航線集裝箱運輸?shù)陌噍喒?雖然其貨量位列同航線前三甲,但是在目前航運業(yè)不景氣的大環(huán)境下,如何制定有效合理的營銷策略,保證公司較高的裝載率和市場占有率,已成為達(dá)通航運發(fā)展迫切需要解決的問題。達(dá)通航運公司從1989年開始提供中韓之間的集裝箱運輸業(yè)務(wù),現(xiàn)已成為該航線的主要承運人,但面臨激烈的市場競爭。達(dá)通航運公司如何在激烈的市場競爭中生存下來并實現(xiàn)跨越式發(fā)展,成為公司面對的重要課題,因此制定一套科學(xué)有效的市場營銷策略,以在低迷的市場中爭取到更多的客戶,并保證穩(wěn)定的裝載率和市場占有率,是達(dá)通航運公司生存和發(fā)展的關(guān)鍵。本文以達(dá)通航運大連分公司為研究對象,并結(jié)合航運業(yè)市場營銷的前沿理論以及航運業(yè)自身的特點,系統(tǒng)地研究了達(dá)通航運大連分公司的營銷環(huán)境,包括宏觀環(huán)境分析、內(nèi)部環(huán)境分析和競爭環(huán)境分析,從而得到達(dá)通航運大連分公司在集裝箱運輸業(yè)務(wù)的優(yōu)勢、劣勢、威脅和機會,進而提出針對性的營銷策略規(guī)劃。此外,本文充分研究國外的成熟營銷經(jīng)驗,分別從產(chǎn)品、價格、渠道、促銷和服務(wù)等方面提出符合達(dá)通航運大連分公司開展集裝箱運輸業(yè)務(wù)的營銷策略,并提出針對性的實施保障措施,包括組織保障、制度保障、人力資源保障,以期為企業(yè)平穩(wěn)度過經(jīng)濟危機做出貢獻(xiàn)。
[Abstract]:The U.S. subprime mortgage crisis in 2007, triggered by the European debt crisis, due to the global economic slowdown, the continued downturn in world trade. With the further fermentation of the European debt crisis, the risk of the world economic downturn in 2014 will further increase, the WTO has global trade growth forecast down to 2.1%. in this difficult market environment the development of the shipping industry, faced with hitherto unknown challenge. Datong shipping is engaged in container shipping liner companies in China and South Korea, although its volume ranked the top three in the same route, but the shipping industry downturn in the environment, how to develop reasonable and effective marketing strategy, to ensure the company's high loading rate and market share and it has become an urgent problem. Datong Datong shipping development company to provide shipping container transportation business between China and South Korea in 1989, has now become the The main carrier of the route, but facing fierce competition in the market. Datong shipping company in the fierce market competition to survive and achieve leapfrog development, has become an important issue facing the company, and therefore establish a scientific and effective marketing strategy, with the downturn in the market to win more customers, and ensure the stability of the loading rate and market share, is the key to Datong shipping company's survival and development. In this paper, Datong shipping company Dalian branch as the research object, combined with the characteristics of advanced theory of shipping industry marketing and shipping industry, systematically studied the Datong shipping company Dalian branch of the marketing environment, including macro environment analysis, analysis the analysis of the internal environment and the competitive environment, in order to get the Datong shipping company Dalian branch disadvantage in the container transport business advantages, threats and opportunities, then proposed the targeted Marketing strategy planning. In addition, this paper studies the maturity of foreign marketing experience, from product, price, channel, promotion and service and other aspects with Datong shipping company Dalian branch of container transport business marketing strategy, and puts forward some measures to guarantee the implementation of, including organizational guarantee, institutional guarantee, guarantee of human resources, to for the enterprise smoothly through the economic crisis to contribute.

【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F552.6

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本文編號：1413113