随着集装箱海运的蓬勃发展使得全球国际贸易体之间交易活跃，同时也促进 了全球经济一体化及全球格局新的发展。受 2008 年全球经济危机和 2010 年欧债 危机的影响，全球贸易活动迅速萎缩，集装箱海运需求也陷入低迷。全球各大集 装箱海运公司为了避免沉重的退出成本，希望通过订造大型和超大型船舶以降低 单柜运输成本起到规模经济效益。然而，这使得集装箱海运公司舱位供应严重过 剩。集装箱海运公司被迫采用降低海运费以求保持市场份额的营销策略。赫伯罗 特船务有限公司作为全球排名第五的集装箱海运公司，也面临着同样的问题。赫 伯罗特通过一系列的措施希望能扭转这一局面，分别在 2015 年收购南美邮轮公 司（CSAV）、在 2017 年与联合阿拉伯船运（UASC）合并、在 2018 年初推出 “战略 2023”及“凤凰计划”。然而，在这一系列举措的背后，公司现阶段的 营销策略仍然显得非常模糊而且过度依赖降价的形式来维持市场份额，这为公司 运营带来了巨大压力。因此，对于赫伯罗特船务有限公司而言，如何基于市场导 向调整和优化营销策略，在集装箱海运市场中持续保持竞争力、扩大市场份额显 得至关重要。 论文采用“理论研究—分析调查—策略研究”的思维逻辑依次展开。首先， 对论文的研究背景与问题进行描绘，并对论文研究起到支撑作用的相关理论和研 究现状基于文献分析进行了梳理。接着，论文通过公司基于市场导向的问卷调查 的数据分析、公司营销数据的对比研究，诊断出公司营销现状存在的问题和原因。 最后，论文在 7Ps 理论的指导下提出了公司新的营销优化策略。 通过调查分析，论文指出了赫伯罗特船务（中国）有限公司面临航线产品设 置侧重远洋航线而忽略近洋航线、价格策略缺乏弹性、营销过程管理不善等问题， 并从 7Ps 营销组合策略产品、价格、人员、过程管理等方面提出了具体的优化策 略建议。 论文提出的营销策略组合优化方案及保障措施有利于赫伯罗特扩大市场份 额、提高企业竞争力、增加利润、满足客户需求，对于其他区域及其他集装箱海 运公司有很好的指导意义。 关键词：营销组合策略，集装箱海运，市场导向，7PsII RESEARCH ON THE MARKETING STRATEGIES OPTIMIZATION FOR HAPAG-LLOYD (CHINA) SHIPPING LTD. Abstract With the booming development of container shipping industry and the global international trading, the global economic integrations had been accelerated. Under the impact of the 2008 global financial crisis and the 2010 European debt crisis, global trade activity shrank rapidly and demand for container shipping industry also entered a slump. In order to avoid heavy exit costs, the world's major shipping companies hope achieved economies of scale by reduce the cost of per TEU transportation through ordering large to ultra-large ships. However, this lead to serious over supply comparing to demands. Shipping companies are forced to adopt marketing strategies that reduce ocean freight in order to save cost and maintain market share. Hapag-Lloyd Shipping Co., Ltd., as the world's fifth-ranked container shipping company, faces the same problem. The company, through a series of measures, hopes to improve this situation by acquiring the South American shipping company (CSAV) in 2015, merging with the Joint United Arab shipping company (UASC) in 2017, and launching Strategy 2023 and the Project Phoenix in early 2018. However, the current stage of marketing strategy is still very vulnerable and overly dependent on price reduction to maintain market share, which puts great pressure on the operation of company. Therefore, for Hapag-Lloyd Shipping Co., Ltd., how to adjust and optimize the marketing strategy based on market orientation, how to continue to maintain competitiveness in the container shipping market, how to expand market share become very crucial. This paper uses the thinking Logic of "theoretical research-analysis and investigation-strategy research" to unfold in turn. Firstly, description on the research background and problems, and the related theories and research status of the research on the thesis combed based on the data analysis. Then, through the company's market-oriented questionnaire data analysis, and corporate marketing data comparisonIII research, to find out the company marketing status of the existing problems and causes. Finally, under the guidance of 7PS theory, the paper puts forward the marketing optimization strategy of the company system. Through the analysis, the paper points out that Hapag-Lloyd Shipping (China) Co., Ltd. in the face of route product settings focus only on long distance ocean routes and neglect the shortsea route, lack of flexible price strategy, mis-management of marketing process and other issues. Propose specific optimization strategy recommendations from product, price, personnel, process management via the 7Ps marketing portfolio strategy. The marketing strategy optimization and safeguard measures proposed in this paper are beneficial to Hapag-Lloyd to expand market share, improve the competitiveness of company, increase profits and meet customer needs. Studying the marketing strategy of Hapag-Lloyd Shipping (China) Co., Ltd. has a good guiding significance for other regions and other shipping companies. Key words: Marketing mix strategy, Container shipping, Market-oriented, 7PsIV 目 录 中文摘要.... I Abstract ... II 第一章 绪论 1 1.1 研究背景与问题. 1 1.2 研究意义....... 3 1.3 研究内容及研究方法...... 4 1.3.1 研究内容...4 1.3.2 研究方法...5 1.4 论文的技术路线. 6 第二章 相关理论概述 . 7 2.1 7Ps 营销组合策略理论 .... 7 2.1.1 产品.......7 2.1.2 价格.......7 2.1.3 渠道.......7 2.1.4 促销.......8 2.1.5 人员.......8 2.1.6 有形展示...8 2.1.7 过程.......8 2.2 市场导向理论... 9 2.2.1 市场导向的内涵......9 2.2.2 市场导向的测量.....10 2.3 集装箱海运经济的研究综述........ 12 2.3.1 集装箱运输的发展历程........12 2.3.2 集装箱海运的发展趋势........13V 2.3.3 集装箱海运的营销特点........15 第三章 赫伯罗特船务（中国）有限公司营销现状与问题 ...... 17 3.1 公司介绍...... 17 3.1.1 公司发展历程.......17 3.1.2 公司组织结构.......19 3.2 公司的发展环境状况..... 20 3.2.1 政治环境..20 3.2.2 经济环境..20 3.2.3 社会环境..21 3.2.4 技术环境..22 3.3 公司的营销现状 23 3.3.1 班轮规模..23 3.3.2 航线经营范围.......25 3.3.3 营销现状..28 3.4 公司营销问题的诊断与分析........ 29 3.4 1 市场导向调查的设计与实施....29 3.4.2 市场导向调查的分析.30 3.4 3 营销策略的现存问题.33 第四章 赫伯罗特船务（中国）有限公司营销策略的优化 ...... 36 4.1 目标市场定位.. 36 4.1.1 集装箱海运市场细分.36 4.1.2 集装箱海运目标市场选择......37 4.1.3 集装箱海运市场定位.38 4.2 7Ps 营销组合策略优化 ... 39 4.2.1 航线产品策略优化...39 4.2.2 价格体系策略优化..44 4.2.3 促销管理策略优化...47VI 4.2.4 渠道管理策略优化...48 4.2.5 人员服务体系策略优化........49 4.2.6 服务过程管理策略优化........51 4.2.7 服务可视化策略优化.52 第五章 赫伯罗特船务（中国）有限公司营销策略的保障 ...... 54 5.1 优化公司组织架构....... 54 5.1.1 航线运营部工作核心.55 5.1.2 供应链发展部工作核心........55 5.1.3 人力资源部工作核心.55 5.1.4 客户协作部工作核心.56 5.2 建立科学合理的营销激励措施...... 56 5.3 树立客户信赖的企业文化. 57 第六章 研究结论与展望 ....... 59 6.1 研究结论...... 59 6.2 论文的不足之处与研究展望........ 60 6.2.1 研究不足..60 6.2.2 研究展望..60