Study Of H Shipping Company Marketing Stratedy Of China

In recent years, along with the further deepening of China’s reform and opening up and the rapid development of social economy, there are many economic development zone, bonded zone, port free trade zone set up in China. They become the important engine of China’s rapid economic growth, and for China to expand foreign trade provides a good environment and conditions. In the current pattern of international trade transportation, transport by sea is occupies the main status of the transportation situation. The new pattern of opening to the outside world and the new situation to the further development of import and export trade of China, needs to be developed and mature industry, and thus has given rise to a lot of strong competition ability and progress to the birth of the shipping companies objectively. Hapag-lloyd (hereinafter referred to H Company) is one of the world’s top ten big shipping companies, its capacity ranked sixth in the world in 2014. But the international shipping market after the global economic crisis in 2008, the total transportation slow growth, the market outlook still needs further observation. In terms of H Company, the low rate, high fuel costs and high rent ships, make its market profitability decline gradually, the shipping market outlook. At present, H Company is to make acquisitions CSAV (Chile South American ships) negotiations, to cope with losses. At the same time, due to China’s economic effect on the strength of the engine, H Company in China is relatively good, but also needs to expand marketing market. Therefore, the research on the Chinese market marketing strategy extremely practical significance, will also help to the company’s overall development.The author in Qingdao, China for many years, H Company is engaged in the shipping enterprise marketing work, very known for H company’s marketing situation. Therefore, the author in the review of relevant theories in the field of marketing, such as in pursuit of customer satisfaction as the goal, the 4C theory to build customer loyalty as the goal of the 4R theory, to foster enterprise core competitiveness theory as the target of 4V, etc, then analyze H Company’s (regions of China)its marketing strategy.This article mainly includes three parts. First of all, combined with the classical SWOT theory, analysis H Company’s Chinese market marketing, include environment internal strengths and weaknesses, external advantage and disadvantage, to be objective and comprehensive understand it. Then, on this basis points out the problems of H company marketing in China, the main are:1, the China regional routes less than optimal configuration; 2, part of the customer loss; 3, lack and regional cooperation of the company. Finally, aiming at the problems, and combined with relevant theory and objective reality, puts forward H Company marketing in China shall implement the specific strategies:1, market development strategy; 2, communication with the big customer strategy; 3, with the same industry alliance strategy; 4, integrated marketing strategy; 5 crossover marketing strategy.