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| 论文编号： | 1953 | |
| 作者编号： | 2001012 | |
| 上传时间： | 2010/5/18 15:35:20 | |
| 中文题目： | 天津中海船务代理有限公司营销战略研究 | |
| 英文题目： | Shipping Agent China Shipping Agency Circumstance | |
| 指导老师： | 韩德昌 | |
| 中文关键字： | 船舶代理 中海船务 环境分析 战略管理 战略选择 | |
| 英文关键字： | Shipping Agent China Shipping Agency Circumstance Analyzing Strategic Mode Strategic Selection | |
| 中文摘要： | 天津中海船务代理有限公司是一个成立只有八年历史的船务代理公司，但是随着公司与天津港务局合资经营成立有限公司以及外轮代理权的获得，公司代理的船舶艘次、业务收入都比成立之初有了巨大的变化，取得了不俗的业绩。然而，随着近两年世界航运市场以及天津港船舶代理市场的进一步扩大，天津中海船务代理有限公司如何适应新形势的发展要求，特别是选择何种战略发展模式，成了公司首先要考虑的问题。本文拟从更高的层次上，围绕天津中海船务代理有限公司的环境分析及其营销战略的选择进行深入的研究与探讨。 本文共分三章。第一章，主要介绍营销战略相关理论、船舶代理业务的基本理论以及我国代理业务发展史，并对船舶代理工作的重要性进行了阐述。第二章，通过对天津中海船务代理有限公司所面临的环境、竞争关系以及天津船舶代理市场供求关系分析，确定天津中海船务代理有限公司在未来市场中所处的地位。第三章，通过对企业发展战略态势分析，确定天津中海船务代理有限公司应采取稳定型战略发展模式，制定公司十年营销战略的总目标，并提出实现该营销战略的措施。本章是全文的重点，也是核心内容。 | |
| 英文摘要： | China Shipping Agency Co., Ltd. of Tianjin established in 1997, has taken on great changes in income, and has made great achievement with the foreign dealership and setting up of the joint venture with Tianjin Harbor Bureau. However, in the past two years, with the world shipping market and the shipping agency market being enlarged, China Shipping Agency Co., Ltd. of Tianjin faces with the challenge of the new situation. The choice of strategic developing mode has become the great priority of the company. The paper intends to focus on the circumstance analyzing and the choice of the marketing strategy at a higher level. The paper is divided into three parts. In chapter 1, the theory of marketing strategy, the basic theory of shipping agency and the historical development of our country's shipping operation are mainly introduced. In the second chapter, we intend to locate the company's position in the future market, by analyzing the circumstances, competition and supply and demand. In chapter 3, by analyzing the strategic developing mode, we conclude that the firm strategic developing mode should be taken, and make out the ten-year plan and offer the measures to achieve the plan. This chapter is the most important part and the core of this article. | |
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