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论文编号：	5159
作者编号：	2120102692
上传时间：	2013/6/2 23:30:05
中文题目：	中交国际航运有限公司市场开发及其营销策略研究
英文题目：	Study on Market Development Strategy and Methods of
指导老师：	许晖
中文关键字：	重大件运输;半潜船;市场开发;营销策略
英文关键字：	Heavylift Transportation;Semi Submersible Vessel;Marketing Strategy;Sales Methods
中文摘要：	长期以来，海上运输一直是三大运输种类中运量最大，成本最低的运输方式。自集装箱船问世以来，世界贸易主要依靠海上货物运输工具来实现。国际海上重大件运输市场，是海上运输市场中较为独特的领域。重大件通常指超大、超重、通过传统的吊机装卸无法实现的货物。与传统的海上运输市场相比，重大件运输市场并非直接跟货物贸易相关，而是与世界能源贸易相关。重大件运输涵盖了大多数石油平台的运输，港口疏浚设备的调遣以及工程物流的实现。 国际海上重大件运输，长期以来都是由以荷兰为代表的西方船东占据的市场，我国自本世纪近十年以来也陆续出现了少数几家重大件运输公司，运营半潜船，但都处于成长期，并未发展进入成熟阶段。本文的研究目标，就是国内典型的一家重大件运输公司。通过应用营销学理论，审视该重大件运输公司的市场营销战略及策略，从而为类似企业在重大件市场中成长和发展提供指导意义，发挥启发作用。 本文研究了处于成长期的重大件运输公司在完全开放的国际市场中的营销战略和策略，提出了四方面战略指导和五方面策略指导，并分析了策略的有效性。文章首先介绍了国际海上重大件运输的起源、特点以及目标公司的成立背景，阐述了本文的研究目的，即通过理论指导进一步优化目标公司的营销行为。然后提出了本文用到的三类营销理论。在介绍理论依据后，文章对目标公司进行了竞争力分析，从整个市场的供给关系入手，并针对五力模型中的五个重要因素分析了目标公司的行业竞争力，以及公司SWOT分析。此后，本文主要论证了目标公司的战略定位以及市场拓展的战略思路，在坚持两大定位的基础上，确立了未来市场开发的战略。本文进而从4P的角度，分别制订了营销手段，即拓展及优化运输服务内涵，制定差异化定价策略，建立多渠道营销网略，以及拓展渠道价值实施促销四方面的营销策略。文章最后，对本文的结论和局限性进行了总结，展望了目标公司的未来的营销趋势和前景机遇。
英文摘要：	Transportation on the sea has been ranking the first position in terms of transportation volume and freight competitions among the three main transportation methods for quite a long time. After the creation of the container vessel, the worldwide trade mainly relies on sea transportation tools. The heavylift transportation on the sea is a very unique area in transportation market on the sea. The heavylift cargo usually refers to cargo with huge sizes and weights which cannot be lifted by the cranes on the shore. Comparing the traditional transportation on the sea, the heavylift market is not related with world trade but with world energy explorations. The heavylift transportation covers most of the oil platform’s mobilizations and dredge equipments and Industrial logistics. The international heavylift market is dominated by western ship owners, eg. Dutch Owners and there emerged some heavylift Owners in China in recent decades while most of them are in growing period only. This paper’s study target is one representing heavylift owner in China. The paper applies sales theory to study the company’s market strategies and sales methods, thereafter giving suggestions and guidance to the development of similar companies. This paper studies the heavylift owners who is in growth period and international open market on the marketing strategies and methods, gives four strategies and five methods, analyses the effectives of the proposed methods. At the beginning, the paper introduces the international heavylift transportations background, characteristics, founding background of the target company and study target which is to refine the sales methods by sales theory. Then the three sales theories are introduced. Afterwards, there is the analysis on the company competence from market’s supply and demand, the five perspectives in five force model and SWOT in the end. After this analysis, it discuss the target company market strategy positioning and sales outlooks. With the two initial positions, the future marketing strategy is iniated and discussed. Thereafter, the sales methods are analyzed and lauched from four P perspectives (Product, Price, Place, Promotion). In the end, the paper concludes the study and also indicates the study lackness, with outlook on the future development opportunities.
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