本文拟从营销的4P及4C理论出发,运用STP营销战略、SWOT等分析方法,
阐述企业本身的内部流程优化及再造,形成差异化竞争优势,经营成本竞争优势,
提升核心竞争力;从客户角度出发开展营销活动,实现客户需求满足,获得便捷
性的服务,创造客户价值。
通过对目甜全球船舶修理业务发展状况、发展趋势及国内行业现状和所面临
的实际问题进行系统分析,在此基础上,提出市场营销策略的可行性方案,再以
DJ公司的实际操作为案例,分析其可行性,为中国修船市场营销策略提供一种参
考及借鉴。最终抢占修船市场先机,争夺更大的市场份额。
关键词:DJ船舶公司;修船企业;市场营销;策略
ABSTRACT
Global economic integration, the new competition without borders pattern,
international trade is growth increasingly, and international transport 96% by fleet of
shipping company is realized- So the shipping company's fleet size is enlarged more and
more. In this opportunity, ship repairing industry also get the unprecedented
development, world ship repairing the prosperity of the market for Chinese ship
repairing and to provide opportunities for development. China as the world ship
repairing center conditions matures, the world center to the far-east and China repairing
ship of the transfer of the pace is quickening.
This article, from the marketing of 4P and 4C theory, using the SWOT analysis
tools such as STP and, based on the 4P theory, this paper expounds the enterprise itself
internal process optimization and reengineering; Based 011 the 4C theory and from the
customer Angle development marketing activities. Based on current global ship repair
business status and development trend of hair and domestic industry status and the
present problems of system analysis,and then puts forward some feasible Suggestions
to and combined with customer needs, subdivision customers, for clients to reduce the
comprehensive cost, improve the convenience, create customer value, achieve finally
seizes the market opportunities, for the purpose of the market share.
Key Words: Shipping company; Marketing; Marketing strategy
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