A Study On Freight Forwarder Service Marketing Strategy Of A Company

The competition in Chinese freight forwarder industry became stronger than ever on the background of the freight volume of foreign trade increased fast because of the rapid development of Chinese foreign trade and the change of the policy on Chinese freight forwarder. Now, most common Chinese freight forwarders are facing the greatest difficulties that they have never come through. A company is a typical common freight forwarder. It takes the surrogate of conveyance in the imports and exports goods on ocean shipping and air-ferry as its main operation. Now, A company is facing some difficulties in marketing after the rapid development on its early days. The paper summarizes all of the difficulties that A company facing now through its marketing and operation and points out that the most key problem of A company is it takes the simple new customer exploitation as its goal of marketing under the absent specific marketing orientation and adopts the sales-first marketing strategy and 4P's marketing strategy to supervise its marketing. After that, the paper analyses the cause of these difficulties in service marketing and apply the theory of service marketing 7P's to help A company conquer the difficulties. Next, the paper points out that the reasonable subdivision markets for A company are the craft brother and the common imports and exports enterprise according as its goal of development after subsection the freight forwarder market in Xiamen. After that, the paper establishes a whole 7P's combined strategy in service marketing for A company. Finally, the paper brings forward its conclusions and points out some fields and questions remain to be discussed further.