發(fā)布時(shí)間：2018-12-28 17:20

【摘要】：隨著我國(guó)改革開(kāi)放的深入和海運(yùn)貨物運(yùn)輸方式的改變,外輪理貨行業(yè)的發(fā)展面臨重大考驗(yàn),政策保護(hù)性業(yè)務(wù)逐漸減少,須更多依靠市場(chǎng)委托性業(yè)務(wù)。珠海外輪理貨有限公司成立二十多年來(lái),憑借公正、準(zhǔn)確的理貨數(shù)據(jù)贏得了港口、船公司、貨主以及各聯(lián)檢單位等的普遍認(rèn)可,維護(hù)了各方的合法權(quán)益,為珠海特區(qū)的經(jīng)濟(jì)發(fā)展和港口事業(yè)做出了突出貢獻(xiàn),營(yíng)業(yè)收入也逐年攀升。但在市場(chǎng)化程度越來(lái)越高的今天,珠海外輪理貨有限公司營(yíng)銷觀念落后、營(yíng)銷手段單一等缺點(diǎn),都制約著企業(yè)的持續(xù)發(fā)展。 本文希望通過(guò)對(duì)珠海外輪理貨有限公司營(yíng)銷模式的問(wèn)題探討,結(jié)合現(xiàn)代營(yíng)銷理論,探索有效的、適合該公司的營(yíng)銷模式,籍此提高創(chuàng)利能力并使企業(yè)獲得進(jìn)一步的發(fā)展。 本文以珠海外輪理貨有限公司為研究對(duì)象,通過(guò)文獻(xiàn)檢索法、調(diào)查研究法、理論聯(lián)系實(shí)際等研究方法分析問(wèn)題,運(yùn)用比較分析研究法找出最佳營(yíng)銷模式方案。 在回顧營(yíng)銷相關(guān)理論的基礎(chǔ)上,本文分析了珠海外輪理貨有限公司營(yíng)銷方面存在的觀念落后、手段單一、關(guān)系淡泊等問(wèn)題,并對(duì)影響營(yíng)銷模式構(gòu)建的內(nèi)、外部環(huán)境進(jìn)行了細(xì)致分析,提出了要構(gòu)建以人文精神為導(dǎo)向的新戰(zhàn)略模式、客戶聯(lián)盟營(yíng)銷模式和新客戶信任體系的濕營(yíng)銷模式。 本文將營(yíng)銷理論引入到了外輪理貨行業(yè),通過(guò)研究表明,要使珠海外輪理貨有限公司從容應(yīng)對(duì)不斷發(fā)展的海洋貨物運(yùn)輸業(yè),實(shí)現(xiàn)企業(yè)的可持續(xù)發(fā)展目標(biāo),必須構(gòu)建科學(xué)有效的營(yíng)銷模式。
[Abstract]:With the deepening of China's reform and opening up and the change of sea freight transportation mode, the development of foreign shipping tally industry is facing a major test. The policy protection business is gradually reduced, and more rely on the market entrustment business. Since its establishment more than 20 years ago, Zhuhai Foreign Shipping tally Co., Ltd. has won the general recognition of ports, shipping companies, cargo owners and joint inspection units by virtue of fair and accurate tally data, thus safeguarding the legitimate rights and interests of all parties. Zhuhai Special Economic Zone has made outstanding contributions to the economic development and port undertakings, operating income is also rising year by year. However, with the increasingly high degree of marketization, Zhuhai Foreign Shipping tally Co., Ltd. has many shortcomings, such as backward marketing concept and single marketing means, which restrict the sustainable development of enterprises. This paper hopes to probe into the marketing mode of Zhuhai Foreign Shipping tally Co., Ltd., combining with the modern marketing theory, to explore an effective marketing model suitable for the company, so as to improve the ability of profit creation and make the enterprise obtain further development. This paper takes Zhuhai Foreign ship tally Co., Ltd. as the research object, through the literature retrieval method, the investigation research method, the theory unifies the practice and so on the research method analysis question, uses the comparison analysis research method to find out the best marketing pattern plan. On the basis of reviewing the relevant theories of marketing, this paper analyzes the problems existing in the marketing aspects of Zhuhai Foreign Shipping tally Co., Ltd., such as backward concept, single means, weak relationship, and so on, and analyzes the problems that affect the construction of marketing mode. Based on the detailed analysis of the external environment, this paper puts forward a new strategic model based on humanistic spirit, a new marketing model of customer alliance and a wet marketing model of new customer trust system. In this paper, the marketing theory is introduced into the foreign shipping tally industry. The research shows that Zhuhai Foreign ship tally Co., Ltd. should deal with the continuous development of the marine cargo transportation industry and realize the sustainable development goal of the enterprise. We must construct a scientific and effective marketing model.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F552;F274

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本文編號(hào)：2394223