Research On The Marketing Strategy Of The Outer Liner Container Market In Tianjin Based On STP Theory

Shipping agency industry is an important link of trade and transportation.It plays an important role in communication with shipowners,ports and shippers.In China,ship agent is a barometer of opening to the outside world and window in foreign trade.As the shipping agency industry norms and the market opens up,more shipping agency enterprises come into the agent market,shipping agency enterprises of old or new background are inevitable to encounter competition and development.The complex external environment and the severe challenges test the shipping enterprise operators.It is necessary to apply the concept of marketing to the daily operation of enterprises.If there is no an advanced and complete set of marketing strategy for PENAVICO Tianjin,it is difficult to show itself in the fierce competition to obtain long-term development.Based on the analysis of the marketing environment,this paper uses the SWOT analysis method to show advantages and disadvantages of and gives a detailed analysis of opportunities and challenges.The BP neural network is to predict the ship traffic reception.Based on the STP marketing strategy,from a view of market segmentation,target market selection is divided;from the angle of the target market,it determines which market to enter;from market positioning perspective,it determines the brand and propaganda position,namely "expert agent,humanized service".Based on the above analysis,this paper puts forward the marketing strategy for PENAVICO Tianjin in container shipping agency.One hand is to take different marketing strategies,develop and accelerate the application of information technology,especially the application of e-commerce,providing information query for customers and command timely customer information.It is necessary to open up new business and adopt a centralized marketing strategy to choose a suitable target market and concentrate on creating their own unique brand image in the market,quickly occupied the market,and open up new growth point of profit.