本文選題：集裝箱運(yùn)輸 + 綜合物流　； 參考：《廈門大學(xué)》2014年碩士論文

【摘要】：近年來(lái)隨著我國(guó)對(duì)外貿(mào)易的迅猛發(fā)展,我國(guó)已躍居成為世界集裝箱航運(yùn)大國(guó),然而,2008年國(guó)際金融危機(jī)爆發(fā)之后,受全球貿(mào)易增長(zhǎng)大幅減緩影響,我國(guó)集裝箱航運(yùn)業(yè)面臨著前所未有的危機(jī)：一方面,市場(chǎng)供大于求的狀況遲遲得不到扭轉(zhuǎn),企業(yè)經(jīng)營(yíng)成本不斷攀升；另一方面,航運(yùn)企業(yè)又深受惡性價(jià)格競(jìng)爭(zhēng)的嚴(yán)重威脅,企業(yè)利潤(rùn)不斷受到蠶食。作為國(guó)內(nèi)集裝箱運(yùn)輸企業(yè)之一的C公司,也面臨著同樣的挑戰(zhàn),在如此困難的環(huán)境下,如何“生存”下來(lái),成了眾多國(guó)內(nèi)航運(yùn)企業(yè)亟待解決的問(wèn)題。本文將通過(guò)對(duì)C公司營(yíng)銷策略的研究,尋求企業(yè)擺脫困境的營(yíng)銷方案。 本文先運(yùn)用PEST及SWOT對(duì)C公司的內(nèi)外環(huán)境進(jìn)行了分析,進(jìn)而從4R理論的四個(gè)角度(關(guān)聯(lián)、反應(yīng)、關(guān)系及回報(bào))分別提出營(yíng)銷建議,試圖通過(guò)捆綁客戶、與競(jìng)爭(zhēng)者聯(lián)盟、發(fā)展綜合物流及挖掘價(jià)值客戶等營(yíng)銷措施來(lái)讓C公司擺脫當(dāng)前的困境。筆者認(rèn)為,4R理論為C公司營(yíng)銷策略的制定提供了新的思路,同時(shí)也為國(guó)內(nèi)其他航運(yùn)企業(yè)提供了經(jīng)驗(yàn)上的借鑒。
[Abstract]:With the rapid development of China's foreign trade in recent years, China has become a major container shipping country in the world. However, after the outbreak of the international financial crisis in 2008, the growth of global trade has been greatly slowed down. China's container shipping industry is facing an unprecedented crisis: on the one hand, the situation of oversupply in the market has not been reversed, and the operating costs of enterprises are constantly rising; on the other hand, the shipping enterprises are seriously threatened by vicious price competition. Corporate profits are constantly being eroded. As one of the domestic container transportation enterprises, company C also faces the same challenge. In such a difficult environment, how to "survive" has become a problem to be solved by many domestic shipping enterprises. In this paper, the marketing strategy of C company will be studied to find out of the predicament of the enterprise marketing scheme. This paper analyzes the internal and external environment of C Company by using PEST and SWOT, and then puts forward marketing suggestions from the four angles of 4R theory (relevance, reaction, relationship and return). Develop marketing measures such as integrated logistics and value customers to get company C out of its current predicament. The author believes that the "4R" theory provides a new way of thinking for the formulation of marketing strategy of C Company, and also provides experience for other domestic shipping enterprises.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F552.6

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