本文關(guān)鍵詞： 7PS 配載率 差異化 服務(wù)營(yíng)銷　出處：《西北大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：商船三井公司是世界著名的航運(yùn)巨頭,就規(guī)模而言算是世界第一,不過(guò),就其班輪經(jīng)營(yíng)活動(dòng)的銷售,營(yíng)業(yè)收入和其他條件而言,與其他主要競(jìng)爭(zhēng)對(duì)手相比,存在不小的缺口。對(duì)其產(chǎn)品營(yíng)銷策略的研究,用以提升公司的品牌競(jìng)爭(zhēng)力,具有重要的現(xiàn)實(shí)意義。在這項(xiàng)研究中,對(duì)該公司的營(yíng)銷目前的分析,使用了比較分析和SWOT,目的是以期擴(kuò)大市場(chǎng)份額和解決銷售中存在的問(wèn)題,并促進(jìn)可持續(xù)發(fā)展。 在引言部分介紹了關(guān)于此項(xiàng)研究的背景、框架、思路以及所要達(dá)成的目標(biāo)和采用方法等,隨后對(duì)于此研究相關(guān)的理論體系進(jìn)行了闡述；并以理論的相關(guān)考核要素為出發(fā)點(diǎn),運(yùn)用SWOT等方法分析了商船三井目前的情況,找到問(wèn)題所在；在第四章節(jié)也就是全文的重點(diǎn)部分對(duì)前章提出的問(wèn)題進(jìn)行逐條研究并提出針對(duì)性的改進(jìn)方案。同樣以相關(guān)理論的要素為出發(fā)點(diǎn),產(chǎn)品要體現(xiàn)差異化,不能同質(zhì)化并要有與之配套的價(jià)格設(shè)定體系；減少代理的控制力擴(kuò)大自己的營(yíng)銷網(wǎng)絡(luò)和能力,并在努力挖掘現(xiàn)有客戶潛力的基礎(chǔ)上大力發(fā)展新客戶；樹(shù)立高的服務(wù)標(biāo)準(zhǔn)和過(guò)程,提升服務(wù)質(zhì)量；加強(qiáng)人員培訓(xùn),做好服務(wù)中人的要素；努力并善于通過(guò)相關(guān)的環(huán)境,展示良好的企業(yè)形象。之后的第五章對(duì)于所提出的改進(jìn)方案提出了相應(yīng)的政策措施,以供執(zhí)行參考。最后對(duì)文章進(jìn)行了總結(jié)并得出結(jié)論。 在這項(xiàng)研究中,遵循有的放矢的原則,對(duì)于目標(biāo)問(wèn)題進(jìn)行針對(duì)性的具體分析,并結(jié)合實(shí)際,所提出的改進(jìn)方案具有針對(duì)性和可執(zhí)行性,對(duì)于實(shí)際執(zhí)行的效果可以起到改進(jìn)和提高的作用,并對(duì)其他同行企業(yè)可以起到借鑒的效果。
[Abstract]:Merchant Marine Mitsui is the world's leading shipping giant in terms of size, but compared with other major competitors in terms of sales, revenues and other conditions of its liner operations. There is not a small gap. The study of its product marketing strategy to enhance the brand competitiveness of the company, has an important practical significance. In this study, the current analysis of the company's marketing. Comparative analysis and SWOT are used to increase market share, solve problems in sales and promote sustainable development. In the introduction part, it introduces the background, framework, train of thought, the goal to be achieved and the methods to be adopted, and then expounds the relevant theoretical system of this research. Taking the relevant assessment elements of theory as the starting point, using SWOT and other methods to analyze the current situation of Merchant Marine Mitsui, find out where the problem lies; In the 4th chapter, which is the key part of the full text of the previous chapter proposed by the study of the problems and proposed targeted improvement programs. Similarly, with the relevant theoretical elements as the starting point, the product should reflect differentiation. Cannot homogenize and must have the matching price setting system; Reduce the control of agents to expand their marketing networks and capabilities, and in the efforts to tap the potential of existing customers on the basis of vigorously developing new customers; Set up high service standard and process, improve service quality; Strengthen the training of personnel, do a good job in the service of the elements of people; Try hard and be good at showing a good corporate image through the relevant environment. The next 5th chapters put forward the corresponding policy measures for the proposed improvement plan. Finally, the article is summarized and concluded. In this study, following the principle of targeted, the targeted specific analysis of the problem, and combined with the actual situation, the proposed improvement program has pertinence and implementability. For the actual implementation of the effect can play a role in improving and improving, and other peer enterprises can play a reference effect.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F551

【共引文獻(xiàn)】

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