Shipping Companies Marketing Business Process Reengineering

With the stable growth of the world economics, the global trade has spread its power from cargo field to service field. As the biggest trading carrier, the International Shipping Industry needs to enlarge its service filed from single ocean transport to integrated logistics service. The traditional shipping industry marketing mode has been challenged by the global synthetized logistics.Traditional marketing mode of shipping has many weaknesses, which can't meet the need of integration of transportation service. First of all, traditional single marketing mode can't be adapted to the needs of shipping company. Second, it can't be utilized to expend the market completely and raise the power of competition. Third, it can't be employed to control and reduce cost greatly. Finally, traditional marketing can't satisfy the customers who asked for best and the most convenient service request.Base on the development of global integration of logistic system, many transportation modes begin to be adapted in shipping business. Completely and multilayer transportation web system has been established, basic complex transportation web systems has been built to meet the need of society development, economical geographical characteristics. In that great environment, each shipping company need to think how to establish new marketing mode to conformity shipping source, make the market linked by logistics system combine completely under the different transportation ways.Although Cosco, APL and Maersk have three different marketing business processes and have different emphasis particularly on marketing operation process rebuilding, the ultimate aim are all to reduce cost and raise marketing performance. Through descriptions of marketing mode of three representative shipping companies;manner of institutional arrangement and the successful rebuilding case on Maersk, we found the rebuilding mode of Maersk is the best one that pay attention to rationalizing marketing strategy, marketing function and marketing business, achieve the rebuilding intention of the low cost and high performance.After all,the successful elements can be concluded:rebuild in mind thoroughly, focusing on human elements, importance of technology and synchronously rebuilding of marketing organization. These elements could be utilized in marketing business process rebuilding of national shipping companies.The rebuilding of marketing business process is trying to solve this problem; the essence is to optimize marketing management function and marketing organization process under a new institutional arrangement. The main content of the analysis of marketing business process in this article are marketing layout, marketing function, marketing process, and the relationship of these three elements as well. The research methods mainly utilized in this article are: institutional arrangement in corporation theories and cost analysis, the three latitude problem in solving management structure. The significance of the application is to make the business activity run in accordance with the rule and the anticipated process; to reduce uncertainties and costs so as to make marketing business process work more efficiency. There are three key elements in cutting down trade cost and optimizing marketing business process: integration of marketing business strategy layout, horizon of marketing business organization, systematization of marketing business mode.