The Pricing Strategy Of Multi-client Segmentations By Revenue Management In A Competitive Shipping Industrial-by Illustrating The Asia-europe Service Of Yangming Line

With the deepening of economic integration in the world, the global shipping network is taking shape and the ocean shipping industry has had a steady growth. And container shipping, which characterized by safe and convenient handling, becomes the fastest growing part. The development of information network technology and its application in the ocean shipping industry has promoted more efficient logistics services , but also accelerated the development of container shipping. However, the economic crisis of 2008 and the dissolution of the European Liner Conferences (FEFC) made the booming container shipping market stagnant. Due to the pervasion of subprime mortgage crisis to real economy, the international trade volume goes down sharply, so new shipping orders are canceled or delayed. The market Competition is heating up, resulting a huge drop in ocean freight. A large number of shipping companies can't make both ends meet, which means the shipping industry goes into a new development cycle. In the new competitive environment, how to take use of its specialized transport advantages, seizing opportunities in the crisis to apply more effective management operation and increase the utilization of spaces, how to reduce cost and increase revenue to meet customers'needs more efficiently, thus bringing the most benefits for enterprises, which is crucial to shipping companies'survival in the future.This paper expounds the developing history of container shipping introduces the main characters of container shipping and ocean transported products, analyses the main market entities and their market share in China container shipping market and probes into the supply and demand situation of Asia-Europe route in China's container shipping market. Base on discussing the component of ocean freight and the main influenced factors, and combine with the monopoly and sensibility of ocean freight floating. We used Multi-dimensional linear regression method researched relationship between the volume,capacity and ocean freight. We also established the model of the relation ship between volume and ship capacity. According to the model, we forecasted the macroscopical trend of Asia-Europe route. Refer to CCFI, we further discussed the fluctuating of freight and got the conclusion that the cargo volume and ship capacity still could not be balanced till the end of Q2, 2010. The CCFI will be rise continually. After calculating the Herfindahl-Hirschman Index, we could find the container shipping line in China was a competitive market. And we further discussed the customers were sensitive to ocean freight. Finally, we make a SWOT analysis for YANGMING and reference to other shipping companies'experience for implement of difference fixed price strategy, we raise five difference fixed price strategy for YANGMING. Meanwhile, we suggested YANGMING could apply the basic theory of profit management in order to change the passive position of carrier in ocean freight establishment during contraction market currently.