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论文编号：	4766
作者编号：	2120102745
上传时间：	2012/12/11 14:43:52
中文题目：	地中海航运天津分公司服务营销策略研究
英文题目：	Research of Service Marketing Strategy for Mediterranean Shipping Company Tianjin Branch
指导老师：	白长虹
中文关键字：	服务营销；航运企业；内部营销；服务补救
英文关键字：	Services Marketing; Shipping Company; Internal Marketing; Service Recovery
中文摘要：	随着全球经济格局的不断变化与发展，航运企业（在本文中特指集装箱班轮公司）面临着新的变革与挑战。受到欧洲债务危机的影响，欧洲各国的采购数量近年来呈震荡趋势，航运企业赖以生存的远东-欧洲/地中海航线货量增长明显放缓，过高的运营成本以及在2007年二十一世纪第一波经济危机来临时选择大量抄底造船使得各大集装箱班轮公司背负了重大的资金压力。如何在如此恶劣的市场情况下获得稳定的资金流，成为了各大航运企业保证生存的主要问题。毋庸置疑的是，在当今经济格局变动的今天，作为传统运输行业的航运业必须要通过向服务业的转型来获得进一步发展的机遇，而这一转型需要将航运企业传统的销售模式向服务营销转变。由于长期以来依赖价格优势来开发市场，世界第二大集装箱班轮公司地中海航运在向服务转型的过程中遇到了众多问题，这些问题制约了地中海航运在市场开发、客户关系维护、保持盈利增长等方面的发展。如何通过细分市场、开发产品、优化流程以及对服务过程中发生的过失进行补救等服务营销活动增强客户满意度，保持市场份额，扩大市场占有率，成为了公司在这个阶段主要考虑的问题。本文以地中海航运天津分公司为例，通过分析该企业市场地位以及在服务营销方面的现状，找出制约该企业发展的主要问题，结合服务营销理论，通过提高工作效率及服务质量，获得更高的客户满意度的途径，以指导企业的日常营销活动，使企业达到保持市场份额的目标，在由运输业向服务业转型的过程中获得更大地发展空间。本文亦通过对未来的展望，提出了在船公司进行内部营销的观点，希望通过内部营销的开展将订舱代理作为集装箱班轮公司的服务前台进行内部化的培训和流程规范，籍此提高船公司的整体服务质量。希望借此文为本行业其它公司提供有益的参考与借鉴。
英文摘要：	Along with the steady changes and development of global economics situation nowadays, shipping enterprises (refer particular to container line company) faces various of new challenges in the market. Influenced by Euro debts crisis, the volume of purchases from Euro countries keep fluctuating these years. The increase of loading volume of traditional services from Far East to Euro/Mediterranean turns very slowly. Huge operation cost and the influences of new build vessels in the first round of financial crisis since 2007 makes the shipping companies operating under heavy revenue pressure. How to gain steady revenue flow becomes the living principal of every shipping company. There is no doubt that in the changing world today a shipping industry, as a traditional transportation industry, must makes chances in changing its key point of operation from transportation to service. It will also have the effort of shipping company to change its sales mode to services marketing strategies. It has been a long time that the world’s 2nd largest shipping company “Mediterranean Shipping Company” is facing lots of problems when making the transition to the service provider. These problems restrain the market development, customer relationship, profit increase of the company. How to use the marketing segment, product develop, procession optimize and service recovery to increase the satisfaction of the customers which will lead the increasing of market share makes the main problem of the time. The article takes Mediterranean Shipping Company Tianjin Branch as an example. Find out the main problem of services marketing strategy by analyzing the current situation. Establish a suitable services marketing model and design a proper business process reengineering in order to increase the working efficiency, service quality and suppose to get higher customer satisfaction. It will guide the shipping companies in daily marketing work and will be helpful to makes the company keeps its market share and gain more development area in the service industry. Also, the article raises the opinion that the booking agent can be included in the internal service system of a shipping company. It will make the booking agents to act as the service counter of the shipping company by taking more training from the shipping company. It will the same make the increasing in satisfaction from the customers. Hope the article can be a reference to the company and the industry.
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