本文選題：SWOT分析法 + 4Ps理論�。� 參考：《大連海事大學(xué)》2013年碩士論文

【摘要】：振興東北地區(qū)老工業(yè)基地是國家的重要戰(zhàn)略之一,國家出臺了一系列扶持政策,如《關(guān)于實施東北地區(qū)等老工業(yè)基地振興戰(zhàn)略的若干意見》、《東北地區(qū)振興規(guī)劃》、《全國老工業(yè)基地調(diào)整改造規(guī)劃(2011-2020年)》、《東北振興“十二五”規(guī)劃》等。如今東北地區(qū)產(chǎn)業(yè)結(jié)構(gòu)的優(yōu)化調(diào)整已經(jīng)初見成效,未來該市場必將還有一個長足的發(fā)展,引導(dǎo)當(dāng)?shù)亟?jīng)濟(jì)迅速發(fā)展重振活力,可謂“潛力股”。但是由于金融危機(jī)的影響,外貿(mào)航線的富余運(yùn)力紛紛把目標(biāo)投向國內(nèi),市場上的運(yùn)力迅速提高,競爭激烈程度迅速上升。并且,由于經(jīng)濟(jì)調(diào)整還需要一段時間,可以預(yù)見,在未來的一段時間內(nèi),激烈的市場競爭狀況仍將繼續(xù)下去。此外,來自鐵路和公路的競爭分流,也將繼續(xù)下去。 本文以中遠(yuǎn)集運(yùn)為例,研究了該公司應(yīng)該采取的營銷戰(zhàn)略。在產(chǎn)品策略中,作者基于產(chǎn)品線的理論對中遠(yuǎn)集運(yùn)的產(chǎn)品實施多元化的手段進(jìn)行了定性研究。在價格策略中,公司成功建立了艙位利用率和收益的關(guān)系。此處,艙位利用率看作是運(yùn)價的結(jié)果。在促銷策略方面,本文研究了大客戶的折扣標(biāo)準(zhǔn)。本文通過問卷調(diào)查和工作經(jīng)驗,繪出了定價的滿意度曲線。在此基礎(chǔ)上,以長期的利潤額為定價目的,將小客戶的貨量波動看作對收益的減少。這種做法,考慮進(jìn)了決策者的主觀收益,使得決策結(jié)果能給決策者帶來更多的滿意感。
[Abstract]:The revitalization of the old industrial base in the Northeast region is one of the important strategies of the country, and the state has issued a series of supporting policies. For example, some opinions on implementing the strategy of rejuvenating old industrial bases in Northeast China, the Plan for Revitalization of Northeast China, the Plan for Adjustment and Transformation of National Old Industrial bases (2011-2020), the 12th Five-Year Plan for Revitalization of Northeast China, etc. At present, the optimization and adjustment of industrial structure in Northeast China has already achieved initial results. In the future, there will be a great development in this market, which can be described as "potential stock" to guide the rapid development of local economy and revitalize its vitality. However, due to the financial crisis, the surplus capacity of foreign trade routes has been targeted at home, the market capacity has rapidly increased, and the degree of competition has risen rapidly. Moreover, as the economic adjustment will take some time, it can be predicted that the fierce market competition will continue for some time in the future. In addition, competition from rail and road diversion, will also continue. This paper studies the marketing strategy that COSCO should take as an example. In the product strategy, the author qualitatively studies the diversification of COSCO's products based on the theory of product line. In the pricing strategy, the company successfully established the relationship between accommodation utilization and revenue. Here, the rate of accommodation utilization is regarded as the result of freight rates. In the aspect of promotion strategy, this paper studies the discount standard of large customers. This paper draws the satisfaction curve of pricing through questionnaire survey and work experience. On this basis, with the long-term profit amount as the pricing purpose, small customer volume fluctuations as a reduction in earnings. Taking into account the subjective benefits of the decision makers, the decision-making results can bring more satisfaction to the decision-makers.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F552.6

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