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论文编号：	14934
作者编号：	2320223895
上传时间：	2024/12/6 16:26:25
中文题目：	HY民营船舶管理公司船代业务服务营销策略研究
英文题目：	Research on Service Marketing Strategies for the Shipping Agency Business of HY Private Shipping Management Company
指导老师：	刘建华
中文关键字：	船舶代理；STP理论；7Ps组合策略；服务营销
英文关键字：	Ship Agency; STP Theory; 7Ps Marketing Mix; Service Marketing
中文摘要：	服务营销策略的优化和提升一直是船代业务市场中一个重要的前沿问题与实践问题。船代业务作为航运产业链中的关键环节，其效率与服务质量直接影响客户的满意度与公司的市场竞争力。以往的研究主要集中在船代业务的操作流程、服务质量等方面，而对如何通过综合性服务营销策略来提升市场竞争力的研究相对较少。本文旨在通过系统分析HY船舶管理公司船代业务的现状与挑战，提出针对性的服务营销策略。 本文以HY船舶管理公司为研究对象，结合STP理论和7Ps服务营销理论，查阅了大量国内外相关文献，并通过访谈调查和质性分析，深入探究了HY公司船代业务的运营现状及存在的问题。具体而言，HY公司在市场渗透率低、服务产品同质化严重、价格竞争激烈、订单渠道单一、促销效果不佳、员工服务质量不稳定、业务处理效率低、投诉多以及品牌形象认知度不高等方面存在明显问题。背后的原因主要包括市场定位不明确、管理层创新意识与能力薄弱、价格体系不合理、渠道推广策略落后、缺乏创新的促销方法、员工培训策略缺失、流程管理策略缺失以及管理层品牌形象建设和市场推广意识与能力薄弱等。在此基础上，本文从市场定位、产品策略、价格策略、渠道策略、促销策略、人员策略、过程策略和有形展示策略等多个方面进行了深入分析，并根据分析结果提出了优化HY船舶管理公司服务营销策略的具体建议。 经过以上分析，本研究得出以下结论：（1）HY船舶管理公司在市场定位上存在不明确的问题，需通过精准市场细分和定位来提升目标市场的竞争力；（2）在产品策略方面，需增加服务种类和增强服务创新能力，以满足客户多样化需求；（3）在价格策略上，应通过灵活定价和客户反馈机制，确保价格与服务质量匹配；（4）渠道和促销策略需要加强线上推广和多渠道渗透，提高市场覆盖率和品牌影响力；（5）人员策略需通过系统的培训和激励机制提升员工专业素养和服务态度；（6）过程策略上，需标准化服务流程，构建应急管理体系以提高服务质量与客户满意度；（7）有形展示策略上，应通过强化品牌标识和企业文化展示，提升品牌认知度和客户忠诚度。本文为提升HY船舶管理公司的服务营销策略提供了具体可行的建议，同时也为同类企业优化服务营销策略提供了一定的参考和借鉴。
英文摘要：	The optimization and enhancement of service marketing strategies have long been a significant frontier and practical issue in the ship agency business market. As a critical link in the shipping industry chain, the efficiency and service quality of the ship agency business directly impact customer satisfaction and the company's market competitiveness. Previous researches have primarily focused on operational processes and service quality in ship agency businesses, while researches on how to enhance market competitiveness through comprehensive service marketing strategies are relatively scarce. This thesis aims to systematically analyze the current situation and challenges of HY Ship Management Company's ship agency business and proposes targeted service marketing strategies. This thesis takes HY Ship Management Company as the research object, combining STP theory and 7Ps service marketing theory. A comprehensive review of a large number of domestic and international related literature was conducted, along with interviews and qualitative analysis, to gain an in-depth exploring of the operational status and existing problems of HY Company's ship agency business. Specifically, HY Company faces significant issues such as low market penetration, severe service product homogeneity, intense price competition, limited order channels, ineffective promotions, inconsistent service quality, low operational efficiency, frequent complaints, and low brand recognition. The underlying causes include unclear market positioning, weak innovation awareness and capabilities among management, an unreasonable pricing system, outdated channel promotion strategies, a lack of innovative promotional methods, deficiencies in employee training strategies, shortcomings in process management strategies, and weak brand image construction and market promotion awareness and capabilities among management. Based on this analysis, the thesis provides an in-depth examination of multiple aspects, including market positioning, product strategy, pricing strategy, channel strategy, promotion strategy, personnel strategy, process strategy, and physical evidence strategy, and proposes specific suggestions for optimizing HY Ship Management Company's service marketing strategies. The conclusions of this thesis are as follows. (1) HY Ship Management Company faces unclear market positioning and needs to enhance target market competitiveness through precise market segmentation and positioning; (2) In terms of product strategy, it is necessary to increase the variety of services and enhance service innovation capabilities to meet the diverse needs of customers; (3) For pricing strategy, flexible pricing and customer feedback mechanisms should be implemented to ensure that prices align with service quality; (4) Channel and promotion strategies should focus on strengthening online promotion and multi-channel penetration to improve market coverage and brand influence; (5) Personnel strategy requires systematic training and incentive mechanisms to improve employees' professional skills and service attitudes; (6) In process strategy, standardizing service processes and building an emergency management system are needed to improve service quality and customer satisfaction; (7) In terms of physical evidence strategy, the company should enhance brand recognition and customer loyalty by strengthening brand identity and corporate culture display. This thesis provides specific and feasible suggestions for improving HY Ship Management Company's service marketing strategies and offers a reference for similar enterprises to optimize their service marketing strategies.
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