本文關鍵詞： 7PS 配載率 差異化 服務營銷　出處：《西北大學》2012年碩士論文　論文類型：學位論文

【摘要】：商船三井公司是世界著名的航運巨頭,就規(guī)模而言算是世界第一,不過,就其班輪經(jīng)營活動的銷售,營業(yè)收入和其他條件而言,與其他主要競爭對手相比,存在不小的缺口。對其產品營銷策略的研究,用以提升公司的品牌競爭力,具有重要的現(xiàn)實意義。在這項研究中,對該公司的營銷目前的分析,使用了比較分析和SWOT,目的是以期擴大市場份額和解決銷售中存在的問題,并促進可持續(xù)發(fā)展。 在引言部分介紹了關于此項研究的背景、框架、思路以及所要達成的目標和采用方法等,隨后對于此研究相關的理論體系進行了闡述；并以理論的相關考核要素為出發(fā)點,運用SWOT等方法分析了商船三井目前的情況,找到問題所在；在第四章節(jié)也就是全文的重點部分對前章提出的問題進行逐條研究并提出針對性的改進方案。同樣以相關理論的要素為出發(fā)點,產品要體現(xiàn)差異化,不能同質化并要有與之配套的價格設定體系；減少代理的控制力擴大自己的營銷網(wǎng)絡和能力,并在努力挖掘現(xiàn)有客戶潛力的基礎上大力發(fā)展新客戶；樹立高的服務標準和過程,提升服務質量；加強人員培訓,做好服務中人的要素；努力并善于通過相關的環(huán)境,展示良好的企業(yè)形象。之后的第五章對于所提出的改進方案提出了相應的政策措施,以供執(zhí)行參考。最后對文章進行了總結并得出結論。 在這項研究中,遵循有的放矢的原則,對于目標問題進行針對性的具體分析,并結合實際,所提出的改進方案具有針對性和可執(zhí)行性,對于實際執(zhí)行的效果可以起到改進和提高的作用,并對其他同行企業(yè)可以起到借鑒的效果。
[Abstract]:Merchant Marine Mitsui is the world's leading shipping giant in terms of size, but compared with other major competitors in terms of sales, revenues and other conditions of its liner operations. There is not a small gap. The study of its product marketing strategy to enhance the brand competitiveness of the company, has an important practical significance. In this study, the current analysis of the company's marketing. Comparative analysis and SWOT are used to increase market share, solve problems in sales and promote sustainable development. In the introduction part, it introduces the background, framework, train of thought, the goal to be achieved and the methods to be adopted, and then expounds the relevant theoretical system of this research. Taking the relevant assessment elements of theory as the starting point, using SWOT and other methods to analyze the current situation of Merchant Marine Mitsui, find out where the problem lies; In the 4th chapter, which is the key part of the full text of the previous chapter proposed by the study of the problems and proposed targeted improvement programs. Similarly, with the relevant theoretical elements as the starting point, the product should reflect differentiation. Cannot homogenize and must have the matching price setting system; Reduce the control of agents to expand their marketing networks and capabilities, and in the efforts to tap the potential of existing customers on the basis of vigorously developing new customers; Set up high service standard and process, improve service quality; Strengthen the training of personnel, do a good job in the service of the elements of people; Try hard and be good at showing a good corporate image through the relevant environment. The next 5th chapters put forward the corresponding policy measures for the proposed improvement plan. Finally, the article is summarized and concluded. In this study, following the principle of targeted, the targeted specific analysis of the problem, and combined with the actual situation, the proposed improvement program has pertinence and implementability. For the actual implementation of the effect can play a role in improving and improving, and other peer enterprises can play a reference effect.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F551

【共引文獻】

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