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论文编号：	3113
作者编号：	2120092511
上传时间：	2011/5/28 0:12:04
中文题目：	TC国际货运公司海运拼箱营销策略研究
英文题目：	The research on LCL marketing strategy of TC International Freight Forwarding Co., Ltd.
指导老师：	韩德昌
中文关键字：	国际货运,海运拼箱,营销组合策略,服务营销,关系营销
英文关键字：	International Freight,LCL Service,Marketing Mix Strategy,Service Marketing,Relationship Marketing
中文摘要：	近年来，随着国际经济环境的变化，海上货物运输的环境也发生了巨大的变化。特别是2008年金融危机席卷全球，中国经济贸易受到连带影响，一度进入低谷，物流行业也随之低迷。2010年，中国经济逐渐回暖，海运市场也有所好转，但竞争更加激烈。海运拼箱作为集装箱海上运输的一种方式，目前在中国各大基本港口应用广泛。然而，残酷的市场竞争早已结束了拼箱公司高利润的时代，多数企业为了争夺市场份额，陷入了低价格竞争的泥潭。在此背景下，拼箱公司需要实施更为有效地营销策略来形成差异化竞争优势，提升企业服务产品的价值，满足客户需求，进而提升企业形象，增加经济效益。 本文充分分析了TC国际货运公司所处的外部环境、内部环境以及自身的优势和劣势，结合当前一些先进的营销理论与方法，针对TC国际货运公司现状，制定了一系列营销策略。本文共分为七部分，各章节呈现递进式的逻辑关系。第一部分阐明了文章的研究背景、意义、内容及方法；第二部分回顾了与海运拼箱营销相关的理论和方法,例如4P理论、服务营销、关系营销理论等；第三、四部分针对TC国际货运公司的内外部环境和企业的经营发展现状进行分析，为企业营销策略的制定提供了背景支持；第五部分提出了一系列企业营销策略，如4P营销组合策略、服务营销策略和关系营销策略等；第六部分对营销策略的实施进行了探讨；第七部分是论文的结论。 当前，国内海运拼箱市场的竞争日趋激烈，各拼箱公司的营销策略同质化也比较严重。作为天津拼箱市场上的龙头企业，TC国际货运公司要想保持现有优势并进一步发展提高竞争力，需要面对的挑战还很大，完善的服务也很多。本文使用了行业内部一些比较新的资料，以确保论据的说服力，通过对TC国际货运公司在现今市场环境下的发展状况进行分析，制定出可执行性较强的海运拼箱营销策略，希望能够对行业内其他的企业在市场竞争环境下拓展物流服务、制定营销策略具有理论价值和实践指导意义。
英文摘要：	In recent years, with the development of international economy, the environment of ocean shipping had tremendous changes. Especially due to the 2008 global financial crisis that engulfed the world, the business trade in China, which has been impacted seriously, once entered trough, the logistics also dwindled accordingly. In 2010, the Chinese economy gradually recovered, the market of shipping industry improved also, but its competition was more intense. LCL service, as one of the container shipping services, has been in used extensively at Chinese main ports since then. However, with the increasingly fierce market competition, the high-margin consolidation enterprises have already been a thing of the past era. A majority of companies struggling for market share are in the mire of the low price competition now. In such circumstances, the consolidation companies should carry out the marketing strategy effectively to form the differential competitiveness, to promote the value of services and to meet the customers’ requirements. This will favorably upgrade the corporate image and improve economic benefits. This thesis gives full analysis of internal and external environment of TC International Freight Forwarding Co.,Ltd. and shows its advantages and disadvantages. In connection with some advanced marketing theory and methods, the author has developed the marketing strategy based on the status of TC International Freight Forwarding Co.,Ltd. This thesis comprises seven parts. There are progressive-style logical relationships in these sections of the thesis. The first part clarifies the background, meaning, contents and methods of research. The second part reviews some advanced marketing theory and method, such as 4Ps marketing mix strategy, service marketing and relationship marketing theory. The third part describes internal and external environmental analysis of TC International Freight Forwarding Co.,Ltd., and the fourth part describes the analysis of enterprise’s business situation, which provides background information to develop marketing strategy. The fifth part describes the process of developing corporate marketing strategy, such as 4Ps marketing mix strategy, service marketing and relationship marketing strategy. The sixth part discusses the implementation and security of marketing strategy. The seventh part is about the conclusion of this thesis. The competition of domestic market of consolidation business is increasingly intense, the homogenization of marketing strategies in various enterprises is very serious also. TC International Freight Forwarding Co.,Ltd., as the leading consolidation company in Tianjin Market, still faces big challenges and needs to improve services in order to keep the current market share and enhance its competitiveness. The thesis uses a number of comparatively updated information in the consolidation industry so as to ensure the argument persuasive. The author analyzed the situation of TC International Freight Forwarding Co.,Ltd. under the current market circumstances, formulated a series of executable consolidation marketing strategy. It is expected that the research would provide theoretical value and practical significance for other freight forwarding companies to develop logistics service and formulate marketing strategy.
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