本文選題：國際貨運(yùn)代理 + STP營銷戰(zhàn)略��； 參考：《山東大學(xué)》2012年碩士論文

【摘要】：20世紀(jì)50年代以來,隨著世界各國經(jīng)濟(jì)貿(mào)易往來日益頻繁,跨國經(jīng)濟(jì)活動的增加,世界經(jīng)濟(jì)一體化進(jìn)程的加快,國際貨運(yùn)代理行業(yè)迅速發(fā)展。隨著我國加入WTO,我國國際貨運(yùn)代理行業(yè)逐步開放,外國物流業(yè)巨頭搶灘中國市場,給本土物流企業(yè)帶來巨大的競爭壓力。2011年世界經(jīng)濟(jì)在艱難中復(fù)蘇。美國經(jīng)濟(jì)在高失業(yè)、低增長、低投資和低利率的困擾中艱難地增長。歐債危機(jī)在歐洲諸國接連不斷爆發(fā),對世界經(jīng)濟(jì)造成了巨大的影響。日元升值和日本大地震讓日本經(jīng)濟(jì)陷入低迷。受世界經(jīng)濟(jì)增長放緩等因素的影響,全球大宗商品需求增長減速,航運(yùn)業(yè)運(yùn)力過�，F(xiàn)象嚴(yán)重,總體運(yùn)價大幅下跌,全球主要班輪運(yùn)輸公司陷入巨虧。與航運(yùn)業(yè)休戚相關(guān)的國際貨運(yùn)代理行業(yè)也步入了嚴(yán)冬,部分中小型企業(yè)甚至已經(jīng)到了企業(yè)生存的困難時刻。 HZ公司是中國外運(yùn)股份有限公司(簡稱中國外運(yùn))的控股企業(yè),作為淄博、濱州地區(qū)的國際貨運(yùn)代理行業(yè)龍頭,在這個非常時期,也受到了巨大的沖擊。本文通過借鑒現(xiàn)代物流和市場營銷理論,對HZ公司市場狀況進(jìn)行了深入的分析,指出HZ公司應(yīng)該通過STP營銷戰(zhàn)略,進(jìn)軍進(jìn)口大豆這一細(xì)分市場,改變公司的貨源結(jié)構(gòu),以及如何充分發(fā)揮7Ps營銷組合,增加營銷能力,開展特色服務(wù),形成競爭優(yōu)勢,以保持現(xiàn)有市場地位。 本文首先介紹了選題的背景和意義,并提出了具體的研究思路和框架。其次對HZ公司所面臨的外部環(huán)境進(jìn)行了深入的分析：運(yùn)用PEST模型從政治、經(jīng)濟(jì)、社會文化、技術(shù)等方面對影響國際貨運(yùn)代理業(yè)的宏觀環(huán)境因素進(jìn)行了研究；運(yùn)用波特五力分析法、產(chǎn)業(yè)生命周期和產(chǎn)業(yè)集中度理論對國際貨運(yùn)代理行業(yè)的產(chǎn)業(yè)特點(diǎn)和競爭環(huán)境進(jìn)行了分析。在外部環(huán)境分析的基礎(chǔ)上得出了HZ公司所面臨的機(jī)遇和威脅以及成功的關(guān)鍵因素。隨后,對HZ公司的內(nèi)部資源和能力進(jìn)行了分析,通過分析,找出公司的優(yōu)勢和劣勢,運(yùn)用SWOT分析理論,對企業(yè)的營銷發(fā)展方向做出選擇,結(jié)合STP營銷戰(zhàn)略理論,找出目標(biāo)市場,進(jìn)行精準(zhǔn)的市場定位并形成鮮明的競爭優(yōu)勢,提出企業(yè)營銷戰(zhàn)略方案。在此基礎(chǔ)上,介紹公司的7Ps營銷組合策略。 本文研究的目的,是在現(xiàn)代物流理論和市場營銷理論的基礎(chǔ)上,探究出一套適合當(dāng)代國際貨運(yùn)代理企業(yè)的STP營銷戰(zhàn)略方案。
[Abstract]:Since the 1950s, the international freight forwarding industry has developed rapidly with the increasing of economic and trade exchanges, the increase of transnational economic activities and the acceleration of the process of world economic integration. With China's entry into WTO, China's international freight forwarding industry has gradually opened up, and foreign logistics giants have seized the Chinese market, which has brought huge competitive pressure to local logistics enterprises. The world economy is recovering from difficulties in 2011. The U.S. economy is struggling to grow amid high unemployment, low growth, low investment and low interest rates. The European debt crisis broke out one after another in Europe, which had a great impact on the world economy. The appreciation of the yen and the earthquake in Japan plunged the Japanese economy into a downturn. Global commodity demand has slowed, overcapacity in the shipping industry has been rampant, overall freight rates have fallen sharply, and major liner carriers have suffered huge losses as a result of slowing world economic growth and other factors. The international freight forwarding industry, which is closely related to the shipping industry, has entered a severe winter, and some small and medium-sized enterprises have even reached a difficult time for their survival. HZ Company is the holding enterprise of China Foreign Transportation Co., Ltd., which is the leading international freight forwarder in Zibo and Binzhou area. Based on the modern logistics and marketing theory, this paper analyzes the market situation of HZ Company, and points out that HZ Company should enter the market of imported soybean through STP marketing strategy, and change the supply structure of the company. And how to give full play to the 7Ps marketing mix, increase the marketing ability, develop the characteristic service, form the competitive advantage, in order to maintain the existing market position. This paper first introduces the background and significance of the topic, and puts forward the specific research ideas and framework. Secondly, it makes a deep analysis of the external environment faced by HZ Company: using the PEST model to study the macro environmental factors that affect the international freight forwarding industry from the aspects of politics, economy, social culture, technology and so on; This paper analyzes the industrial characteristics and competitive environment of international freight forwarding industry by using Porter's five-force analysis, industry life cycle and industrial concentration theory. Based on the analysis of external environment, the opportunities and threats faced by HZ and the key factors of success are obtained. Then, the internal resources and capabilities of HZ Company are analyzed, through which the strengths and weaknesses of the company are found, and the marketing development direction of the enterprise is chosen by using the SWOT analysis theory, and the target market is found by combining the STP marketing strategy theory. Carry on accurate market position and form distinct competitive advantage, put forward enterprise marketing strategy plan. On this basis, introduce the company's 7Ps marketing mix strategy. On the basis of modern logistics theory and marketing theory, the purpose of this paper is to explore a set of STP marketing strategies suitable for contemporary international freight forwarders.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F259.2;F552.6

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