本文關鍵詞：天津港件雜貨碼頭營銷策略研究　出處：《大連海事大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 天津港件雜碼頭 環(huán)境分析 市場分析 營銷策略

【摘要】：天津港處于京津城市帶和環(huán)渤海經(jīng)濟圈的交匯點上,是大型綜合性港口,隨著全球經(jīng)濟形勢的回暖,作為交通運輸重要組成部分的天津港件雜碼頭迎來了大好的發(fā)展機遇,同時也面臨著激烈的市場競爭。在這樣的大環(huán)境下,天津港件雜碼頭必須開展市場營銷,制定適宜的營銷策略,唯有如此,才能在激烈的市場競爭中茁壯成長。 本文以天津港件雜碼頭為研究對象,首先介紹了本文的研究背景和研究意義,接著簡要說明了國內(nèi)外的港口營銷研究現(xiàn)狀,然后闡述了營銷理論的相關知識,主要提到了STP(市場細分、確定目標市場、定位)營銷理論和4P(產(chǎn)品策略、渠道策略、定價策略、撤銷策略)營銷理論。接下來本文對天津港件雜碼頭的市場現(xiàn)狀、營銷現(xiàn)狀和發(fā)展方向進行了分析,最后應用了STP理論和4P理論制定了天津港件雜碼頭的營銷策略。 在文章末尾,對全文進行了梳理和總結,同時指出了不足,展望天津港件雜碼頭營銷市場美好明天。
[Abstract]:The port of Tianjin in Beijing city belt and the intersection of Bohai economic circle, is a large comprehensive port, with the global economic situation to pick up, as transportation is an important part of Tianjin port general cargo wharf ushered in the great development opportunities, but also facing the fierce market competition. In this environment Tianjin port, general cargo wharf must carry out marketing, develop appropriate marketing strategies, so in order to thrive in the fierce competition in the market.
This paper takes Tianjin port general cargo wharf as the research object, this paper firstly introduces the background and significance of the research, then briefly presents the port marketing research status at home and abroad, and then describes the related knowledge of marketing theory, mainly referred to the STP (market segmentation, target market positioning and marketing theory (4P) product strategy, channel strategy, pricing strategy, marketing strategy) revocation theory. Then this paper market situation of Tianjin port general cargo wharf, current situation and development direction of marketing are analyzed, finally the application of the STP theory and 4P theory to develop Tianjin port wharf complex marketing strategy.
In the end, the paper makes a review and summary, and pointed out the deficiencies and Prospect of Tianjin port general cargo wharf marketing better tomorrow.

【學位授予單位】：大連海事大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F552.7

【參考文獻】

相關期刊論文 前1條

1 陳羽;;港口企業(yè)中小客戶營銷渠道拓展建議[J];水運管理;2010年02期

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本文編號：1370008