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近年来,我国对外贸易不断增长,促进了我国部分东部沿海城市集装箱货运业 务突飞猛进,与此同时,中小型私人货运代理如雨后春笋层出不穷,使得代理市场 一直处于激烈的竞争中。目前我国国际货运代理业存在经营规模小、资产规模小、 服务功能少、专业人才缺乏、竞争力和融资能力弱、服务质量参差不齐、经营秩序 不规范、缺乏网络或网络分散等问题。面对目前弱肉强食的市场环境,提高自身竞 争力迫在眉睫。因此,研究如何在竞争激烈的环境中通过营销策略的优化脱颖而出, 占据市场,是非常有必要的。 日照J物流有限公司是一家国有集装箱货运代理企业,自身经历了国家对于代 理行业由垄断到开放的全过程,因此国有化的管理体制和营销策略已不适应当今市 场的发展。本文在研究大量国内外相关文献的基础上,首先结合SWOT分析法对日照 J物流有限公司集装箱货运代理业务目前所处的政治、经济、文化、术等宏观环境 和公司业务发展状况、竞争环境、客户需求等微观环境进行分析,从而找出机会、 威胁和优势、劣势所在。然后利用STP理论和4P营销组合理论对日照J物流有限公 司集装箱货运代理业务的营销现状进行分析,并找出现行营销策略中存在的问题。 最后针对问题提出了产品、价格、渠道和促销等方面的具体改善措施。另外,本研 究还从国有企业体制下推行必要的员工培训与合理的奖励机制,建立有效的信息共 享平台,加强员工协作力度,完善竞争激励制度等方面,提出了营销策略改进的保 障性措施。本研究不仅有助于日照J物流有限公司集装箱货运代理业务的提升,也 将为其他货运代理公司制定合理有效的营销策略提供参考。 关键词:集装箱货运;货运代理;营销策略 II TheResearchonmarketingstrategyofcontainerfreightagency businessofRizhaoJLogisticsCo.,Ltd Abstract Inrecentyears,thecontinuousgrowthofChina'sforeigntradepromotedthe developmentofcontainerfreightbusinessinsomeeasterncoastalcities.Atthesametime, smallandmedium-sizedprivatefreightforwardersarespringingupduringkeepingthe agencymarketinfiercecompetition.Atpresent,therearesomeproblemsinChina's internationalfreightforwardingindustry,suchassmallbusinessscale,smallassetsscale, fewerservicefunctions,lackofprofessionaltalents,weakcompetitionandfinancing ability,unevennessofservicequality,irregularbusinessorder,lackofnetworkor networkdispersion.Facetothecurrentmarketenvironment,itisurgenttoimprovetheir competition.Therefore,itisnecessarytostudyhowtostandoutandoccupythemarket withtheoptimizationofmarketingstrategyunderthecompetitiveenvironment. RizhaoJLogisticsCo.,Ltd.isastate-ownedcontainerfreightforwardingenterprise, whichhasexperiencedthewholeprocessfrommonopolytoopeningfortheagency industry.Sothenationalizedmanagementsystemandmarketingstrategyarenotsuitable forthedevelopmentofthemarket.Basedonalargenumberofdomesticandforeign relatedliterature,thispaperfirstanalyzesthemacroandmicroenvironmentofthe containerfreightforwardingbusinessofRizhaoJLogisticsCo.,Ltd.withSWOTanalysis method,inordertofindouttheopportunities,threats,advantagesanddisadvantages.The macroenvironmentanalysismainlyinvolvesthepolitical,economic,culturaland technologicalenvironment,whilethemicroenvironmentanalysismainlyincludesthe businessdevelopment,competitiveenvironmentandcustomerdemandanalysisofRizhao JLogisticsCo.,Ltd.ThenusingSTPtheoryandmarketingmixtheory,thispaper analyzesthecurrentmarketingsituationofthecontainerfreightforwardingbusinessof RizhaoJLogisticsCo.,Ltd.,andfindsouttheexistingproblemsinthemarketingstrategy oftheemergingline. Finally,thepaperputsforwardthespecificmeasurestooptimizethemarketing strategy:fortheproductstrategy,itputsforwardtodeveloppersonalizedservices, increasethevitalityofcustomersofJapanandSoutheastAsia,improvecustomer’s satisfactionandincreasebusinessvolume;Forthepricestrategy,itputsforwardthe differentiatedmarketingconcepts,optimizetheadvancepaymentsystemofthecompany, III conformtothedevelopmentofthemarketeconomyandmeetthenewdemandsof customers;Inviewofthechannelstrategy,weshouldtakeadvantageofthesurrounding resourcestocarryoutmarketing,setupfirst-classagentplatforms,establishnetwork marketingchannels,makefulluseofexistingresourcestocommunicatewithcustomers comprehensivelyandimprovemarketcompetition;inviewofthepromotionstrategy,we shouldstrengthenbrandpublicity,optimizethecompany'sinternalmanagementmode, enhancethestrategicadvantageofexternalpromotionandenhancethecompany's marketingBusinessvolume.Inaddition,thisstudyputsforwardthenecessarystaff trainingandreasonableincentivemechanism,theestablishmentofaneffective informationsharingplatform,thestrengtheningofstaffcooperationandtheimprovement ofthecompetitiveincentivesysteminthestate-ownedenterprisesystem.Italsoputs forwardthesafeguardmeasurestoavoidtheproblemsofmarketingstrategy. Thisstudywillnotonlyhelptoimprovethecontainerfreightforwardingbusinessof RizhaoJLogisticsCo.,Ltd.,butalsohelptofurtherimproveandperfectthemarketing strategiesofrelevantfreightforwardingcompanies.Theaimistomakeenterprisesstand outandkeeptheirvitalityintheenvironmentofmarketeconomy. Keywords:containerfreight;freightagency;MarketingStrategy I 目录 第1章绪论........................................................................................................................1 1.1研究背景及目的..................................................................................................1 1.1.1研究背景..................................................................................................1 1.1.2研究目的..................................................................................................2 1.2国内外研究现状..................................................................................................2 1.2.1国外研究现状..........................................................................................2 1.2.2国内研究现状...........................................................................................3 1.2.3国内外研究评述.......................................................................................5 1.3研究内容及方法...................................................................................................6 1.3.1研究内容及研究框架...............................................................................6 1.3.2研究方法...................................................................................................8 1.4研究创新点...........................................................................................................8 第2章相关概念及理论..................................................................................................9 2.1集装箱货运代理...................................................................................................9 2.1.1货运代理的概念界定..............................................................................9 2.1.2集装箱货运代理的概念界定..................................................................9 2.1.3集装箱货运代理业务的特点..................................................................9 2.2STP理论.............................................................................................................10 2.2.1市场细分................................................................................................10 2.2.2目标市场选择........................................................................................11 2.2.3市场定位................................................................................................11 2.3营销组合4P理论..............................................................................................11 2.4SWOT分析法.......................................................................................................12 第3章J物流有限公司集装箱货运代理业务营销环境分析.....................................14 3.1宏观环境分析....................................................................................................14 3.1.1政治法律环境........................................................................................14 3.1.2经济环境................................................................................................14 3.1.3社会文化环境........................................................................................15 3.1.4技术环境............................................................