【摘要】：隨著中國(guó)加入WTO，航運(yùn)進(jìn)一步對(duì)外開放，這給國(guó)內(nèi)的國(guó)際船舶代理業(yè)的發(fā)展創(chuàng)造了前所未有的巨大市場(chǎng)。盡管經(jīng)歷了2008年的次貸危機(jī)，航運(yùn)市場(chǎng)經(jīng)歷了低迷，但隨著世界經(jīng)濟(jì)復(fù)蘇，我國(guó)對(duì)外貿(mào)易量不斷震蕩上升，航運(yùn)業(yè)面臨洗牌和整理。處在后金融危機(jī)時(shí)代的中國(guó)船舶代理市場(chǎng)挑戰(zhàn)與機(jī)遇并存，廈門作為南方的一個(gè)重要港口也不例外，隨著國(guó)際經(jīng)濟(jì)形勢(shì)的回暖以及海西經(jīng)濟(jì)區(qū)的設(shè)立，廈門的航運(yùn)市場(chǎng)將呈現(xiàn)一個(gè)逐漸上升的趨勢(shì)。 但必須看到中國(guó)進(jìn)入WTO后國(guó)際船舶代理市場(chǎng)逐步開放，外資船舶代理機(jī)構(gòu)對(duì)中國(guó)船舶代理市場(chǎng)早已垂涎三尺，，一旦政策準(zhǔn)入，必將進(jìn)入中國(guó)船舶代理市場(chǎng)，屆時(shí)不管是國(guó)有還是私營(yíng)的船舶代理企業(yè)都將面對(duì)這些強(qiáng)大的外來(lái)者的競(jìng)爭(zhēng)。因此，中國(guó)船舶代理企業(yè)應(yīng)未雨綢繆，為提升企業(yè)競(jìng)爭(zhēng)力，盡早建立一套科學(xué)而切合實(shí)際的營(yíng)銷戰(zhàn)略體系。 本文將基于廈門船舶代理市場(chǎng)，以廈門C國(guó)際船舶代理有限公司為例，從地理、政治、經(jīng)濟(jì)、口岸服務(wù)、口岸聯(lián)檢五個(gè)方面分析了公司所處的宏觀環(huán)境進(jìn)而對(duì)C國(guó)際船舶代理有限公司所處的營(yíng)銷外部環(huán)境進(jìn)行分析，用波特的五種競(jìng)爭(zhēng)力模型分析了企業(yè)的競(jìng)爭(zhēng)環(huán)境，從內(nèi)部營(yíng)銷資源分析公司自身的劣勢(shì)和優(yōu)勢(shì)。最后，論文在明確了公司的發(fā)展目標(biāo)和思路的基礎(chǔ)上，利用SWOT矩陣分析法，分析了公司的營(yíng)銷戰(zhàn)略，并結(jié)合船舶代理服務(wù)的特點(diǎn)，提出公司現(xiàn)階段應(yīng)采用7P+3R+1C的營(yíng)銷策略組合，為廈門C國(guó)際船舶代理有限公司轉(zhuǎn)型提供決策參考。
[Abstract]:With China's entry into the WTO, shipping is further open to the outside world, which has created an unprecedented huge market for the development of international shipping agency in China. Despite the subprime crisis in 2008, the shipping market has experienced a downturn, but with the recovery of the world economy, China's foreign trade volume has been steadily rising, and the shipping industry is facing shuffling and sorting. In the post financial crisis, China's shipping agency market challenges and opportunities coexist. As an important port in the south, Xiamen is no exception. With the warming of the international economic situation and the establishment of the Haixi Economic Zone, the shipping market of Xiamen will show a trend of increasing.
But it is necessary to see that the international shipping agency market is gradually open after China's entry into the WTO. The agency of foreign vessels has long been coveted to the Chinese shipping agent market. Once the policy admittance, it will enter the Chinese shipping agency market. Therefore, China's shipping agency enterprises should prepare for the rainy day and set up a scientific and practical marketing strategy system as soon as possible in order to enhance the competitiveness of enterprises.
Based on the Xiamen shipping agent market, this paper takes Xiamen C international shipping agent Co., Ltd. as an example to analyze the macro environment of the company from five aspects of geography, politics, economy, port service and port joint inspection, and then analyze the marketing environment of C international shipping agency Limited, and use Potter's five competitive models. This paper analyzes the competitive environment of the enterprise, analyzes its own disadvantages and advantages from the internal marketing resources. Finally, on the basis of defining the company's development goals and ideas, the paper analyzes the marketing strategy of the company by using the SWOT matrix analysis method, and combines the characteristics of the shipping agency service, and puts forward that the company should adopt the 7P+3R+1C marketing at the present stage. Strategic combination for Xiamen C International Shipping Agency Co., Ltd. to provide decision-making reference.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F552.6

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