Research On The Marketing Strategy Of Y Company

Y company is operating supertankers (Very Large Crude oil Carrier, VLCC combined) consisting mainly of professional liquid bulk cargo transportation enterprise. Deadweight tonnage are VLCC combined giant oil ship, between 20 to 300000 tons. Y company deadweight tonnage VLCC combined basically all around 300000 tons. With the development of economy, Y company ship quantity increasing, combined with the dead weight is opposite bigger, VLCC combined shipping enterprise to survival and development, must have a sufficient supply of goods, but because of petroleum enterprise is relatively concentrated, the supply of goods is affected by geographical factors. VLCC combined market competition is brutal, especially since the financial crisis, recession, oil demand, VLCC combined supply preemption. Relatively stable supply of goods into the market economy, various shipping enterprise one thousand ways to win high sources, VLCC combined marketing strategy of the high and low is directly affect the VLCC combined enterprise economic benefits. More and more oil companies begin to realize there is no long-term effective marketing strategy, enterprise development will be stalled, even backsliding, was defeated by rapid rise of oil companies or merger, enterprise survival and development more impossible, we gradually began to attach importance to the marketing work.This article through to Y company marketing strategy research, summarized, analyzed and compared the advantages and disadvantages of international large oil tanker VLCC combined marketing, explore the characteristics and laws of VLCC combined marketing, attempts to establish a complete VLCC combined marketing strategy. In reference to domestic and foreign research background and research methods and contents, on the basis of using the four elements of 4 p theory namely product, price, channel, promotion and so on aspects of analysis, through interviews, case analysis, methods of contrast, benchmarking analysis of Y company and the company there is a gap in what aspects, benchmarking and in contrast, to explore the effective marketing strategy and implementation measures.Through research, the following conclusions, VLCC combined marketing is a very professional marketing pattern, it is different from the traditional marketing form, also is different from other shipping companies and other type of marketing model, to firmly establish a marketing center on the needs of customers, that to enhance the quality marketing team, enhance the marketing ability of the staff, so as to essentially improve enterprise marketing level. And marketing through the establishment of strategic alliance, global business chain, perfecting the fast strain information processing center, and set up a sound customer management and evaluation, analysis, standard measures such as, fundamentally to foster and improve the comprehensive VLCC combined marketing ability and level, promote the enterprise sustainable development.Research, this paper will improve the existing VLCC combined marketing model for Y companies play a real role in practice, for the whole industry to improve the marketing model, improve influence ability and level, may also play a role as a reference.