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论文编号：	9780
作者编号：	2120152853
上传时间：	2017/12/11 9:53:00
中文题目：	国际货运代理CS公司的营销策略研究
英文题目：	Research on marketing strategy of international freight forwarder CS company
指导老师：	李东进
中文关键字：	营销策略；服务营销；差异化服务；市场定位；战略管理；
英文关键字：	Marketing strategy; Service marketing; Differentiated service; Market positioning; Strategic management;
中文摘要：	自中国改革开放以来，中国的外贸出口经济经历了突飞猛进的发展，几十年中，外籍船务公司承运人的不断在国内设立公司开展业务，在外贸物流环节不可缺少的国际物流企业应运而生，其中有国内本土的企业经历一定的原始积累后寻求走出去，完善自身的服务网络，力争在海外市场占有一席之地，也有国外物流巨头纷纷踏来，抢占国内巨大市场，依托海外成熟的管理经验以及稳定的客户群体和雄厚的资金优势，给中国本土国际物流公司带来日趋激烈的竞争和压力。同时随着2008年全球性的金融危机以及近年来的中国经济增长方式的转型，中国本土的国际物流公司目前正面临着前所未有的挑战，如果只是单纯的坚持传统的营销方式，僵化的固守认为优势的本土业务，一味的强调价格战略，找不到自身的差异化战略，则很容易在激烈的竞争中被来自本土和海外的公司复制或赶超取代。本文对国内外海运货运代理企业的优劣势进行了分析比较，中国民营货运代理企业依托中国外贸出口的广大市场以及中国改革开放以来作为世界工厂的三十多年加工制造业的基础，为国内民营货代物流企业的发展以及走出去国际化规模的经营奠定了基础。通过对行业的分析以及国内外的竞争环境分析，提出了对中国本土国际物流企业加强营销策略的必要性。 本文对CS国际货运代理公司作为一家国内民营货代物流企业如何在国内外市场竞争情况下保持自身优势，不断开拓创新战略以及海外市场等合理的服务营销策略进行研究。通过环境分析方法如PEST分析以及波特五力模型分析了CS公司所在行业面临的宏观环境以及分析了竞争环境。通过ＳＷＯＴ方法分析了CS企业的优势、劣势、机会和威胁等方面，阐述了公司在当前环境的发展阶段中面临和存在的问题，主要包括行业形式竞争剧烈，产品组合缺乏竞争优势，公司管理不规范等。结合CS公司实际情况，做出利用公司内部优势条件，结合外部机会，开发出更多具有价值的客户等一系列营销策略。同时还利用建立起较全面的网络平台自有公司以及海外代理资源建立战略联盟，开展多元化业务发展战略，符合公司当前的形式。通过对公司的ＳＴＰ分析，明确公司的市场细分、目标市场、市场定位，指出CS企业的目标市场客户群是寻求中国发展机遇的海外同业企业、境外买家以及具有进出口权利的工厂和贸易公司，并采用高等服务质量，中等价位为导向的市场定位方式来开拓市场，接着为实现这种市场定位而为CS公司建立了一套完善的７ＰＳ服务营销策略。通过加强营销策略以达到增强客户的忠诚度和依赖感。最后本文提出为实施营销策略所需要采取的一些保障性的措施：健全人力资源保障机制、健全信息沟通机制、完善绩效考核制度、提高管理水平。通过绩效考核的方法，对工作中所存在的问题进行改进，激发公司员工的工作热情，激励公司的业务团队开发更多具有价值的客户群体，提高员工的忠诚度和归属感，与公司共同发展。
英文摘要：	Since the reform and opening up China, China export economy experienced rapid development for decades, foreign shipping companies to the carrier in the country set up a company to carry out business, international logistics enterprises in foreign trade logistics indispensable link came into being, which domestic enterprises have experienced the primitive accumulation of seeking to go out, to improve their own service network, strive to occupy a space for one person in the overseas market, but also foreign logistics giants have set foot to seize the huge domestic market, relying on overseas mature management experience and stable customer base and strong financial advantage, bring fierce competition and pressure to the local China international logistics company. At the same time, with the transformation of the 2008 global financial crisis and the recent China of the mode of economic growth, international logistics company Chinese native is currently facing a hitherto unknown challenge, if you just want to stick to the traditional marketing methods, rigid to think the advantage of local business, emphasize the price strategy, can not find their own strategy the difference is very easy in the fierce competition from domestic and overseas companies to catch up with the copy or replace. The quality of the local Chinese international logistics enterprise potential are analyzed and compared, based on the market Chinese export and the China since the reform and opening up as the thirty years of manufacturing factory of the world's indigenous Chinese international logistics enterprises, which laid the foundation for the local China international logistics enterprises continue to grow and scale of business internationalization. Through the analysis of the industry and the analysis of the competitive environment both at home and abroad, it is necessary to strengthen the marketing strategy for the Chinese local international logistics enterprises. Based on the study of CS enterprise as an example, as a China local international logistics enterprises how to maintain their advantage in domestic and international market competition, and constantly open up overseas markets such as reasonable service marketing strategy, through the PEST analysis of the macro environment faced by CS company and make an objective analysis of the competitive environment with the Potter five forces model. Through the SWOT analysis of the CS enterprise's advantages and disadvantages, opportunities and threats, the company explained that exist in the current development process problems, including the industry in the form of competition, product portfolio lacks the competitive advantage, the company management is not standardized. Use the advantages of the company's internal conditions, combined with external opportunities to develop more valuable customers. At the same time, we also use a more comprehensive network platform, own company and overseas agent resources to establish strategic alliances, and carry out diversified business development strategy, in line with the current form of the company. Through the company's STP analysis, clear market segmentation, target market, market positioning of the company, and points out that the CS enterprise is the target market for overseas buyers, overseas counterparts, with import and export rights factory and trade company, and the high quality service, market positioning medium price oriented to open up the market, then set up a complete 7PS service marketing strategy for the implementation of this market positioning for CS company. Through various marketing strategies to increase customer stickiness. Finally, this paper proposes some security measures needed to implement marketing strategy: improve the human resources protection mechanism, improve the information communication mechanism, improve the performance appraisal system and improve the management level. Through the method of performance evaluation, the existing problems in the work of the company is improved, stimulate the enthusiasm of the staff, more valuable business development team incentive company customers, improve employee loyalty and a sense of belonging, so that the company can steady growth.
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