摘要
船舶代理业务是海上船舶运输的辅助性服务。船舶代理服务产品的好坏对于从事船舶代理的企业来说就显得至关重要。
船舶代理业务从服务机会的争取(即:服务营销),服务活动的及时、周到实施(即:服务过程),直至服务结束后对服务结果的信息反馈(即:服务反馈)是一个完整的循环系统。在这系统中,我们应当特别重视服务营销环节。
制定和实施行之有效的营销策略是目前获取船舶代理服务市场竞争优势的主要手段。正确的市场营销策略可以使企业在市场开拓方面达到事半功倍的效果;反之,错误的市场营销策略就会使企业在市场开拓方面遭遇事倍功半的困境,甚至会使企业陷入“花钱买吆喝”的尴尬困境。
本文试图从作者所熟知的广州港船舶代理市场入手,运用现代市场营销理论和研究手段,并根据自己在实际工作中所积累的实战营销经验,剖析市场的供需特点及其演变规律,并针对广州中海船舶代理公司的市场营销提出了有关营销策略方面的一些建议。论文共分8章。
第一章简要介绍了广州中海船代公司发展的历史沿革,并分析了公司目前的经营现状和面临的问题,揭示了公司经营出现问题的症结之所在。
第二章重点介绍广州港的地理位置和码头分布,并通过对港口历史变迁的简洁回顾,阐述了港口业与船务代理业之间存在的相互依存的密切关系。
第三章结合目前广州港船代需方市场的现状及其发展趋势,着重确定广州港船代企业发展所面临的困难或障碍。通过对船代市场竞争格局的剖析,探索了广州港船代企业的生存空间和发展前景。
第四章集中围绕船舶代理业与其主要营销对象,即:船东、租船人、货主三方的代理委托关系,详细分析了在不同货类以及不同船型条件下的船代市场营销特点。
第五章通过对影响船舶代理业的三个外部环境因素(即:港口服务、口岸联检和政府的相关规定)的分析和研究,进一步阐述船代公司在实施营销策略时应密切注意外部环境变化的重要性。
第六章通过对广州中海船务代理有限公司的SWOT分析,使我们更清楚地认识到目前公司在船代市场上所处的环境和地位状况,并从公司经营战略层面出发,提出了公司未来市场营销战略的选择。
第七章和第八章,从服务的性质和特征分析入手,通过对服务市场营销的7P'S理论介绍和一些市场营销成功经验的分析,针对广州中海船代公司的实际情况,量身定制了7种船代市场营销策略。
Ship agency is an auxiliary service provided to maritime transport. It's vital to ship agents whether their service products are appropriate or not.
The whole business of ship agency includes marketing promotion, service offering and feedback information processing. Among these, we should consider the market promotion as the top priority.
An effective marketing promotion enables ship agents to gain their competitiveness. Oriented with a correct marketing strategy, enterprises can efficiently achieve their objectives, while misled by a wrong one they will enter a business deadlock.
From the perspective of ship agency market in Guangzhou port, this paper attempts to analyze the characteristics of the demand-supply relationship and its development, with the application of modern marketing theory, techniques and the author's working experience. With 8 chapters in total, this paper concludes by presenting several constructive recommendations concerning China Shipping Agency (Guangzhou)'s marketing policy.
Chapter 1 briefly introduces the historical changes of China Shipping Agency (Guangzhou), analyzes its current performance and problems, and identifies the key cause to its difficulties.
Specifying the geographic location of Guangzhou port and the layouts of its harbors, Chapter 2 illustrates the closed relationship between ship agency and other port industries, which is emphasized by the history of port's development.
Concerning the current market of ship agency and its future development, Chapter 3 ascertains the main difficulties or barriers faced by ship agencies in Guangzhou port. By analyzing the competition pattern in the market, it explores the potential for the agencies' future survival and expansion.
Chapter 4 focuses on the relation between principals (i.e. ship owners, charterers and cargo owners) and agents, and analyzes all the characteristics of marketing strategies for different agency markets.
With the research on the three external environmental factors (i.e. port services, port surveys & inspections, and governmental policies) affecting ship agency, Chapter 5 further explains the importance of monitoring external changes in policy making and implementing.
With SWOT analysis, Chapter 6 clearly indicates some alternatives of marketing strategies for the agents after assessing the situation and structure of the current agency
market.
As the concluding part, Chapter 7 and 8 systematically discuss the theory of 7P'S and some successful marketing experiences, and well tailor seven relevant marketing strategies for China Shipping Agency (Guangzhou).
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