| Port is an important part of national strategic deployment and an effective driving force for economic development.With the continuous improvement of China’s economic level and the opening of the country to the outside world,the development model of port is becoming more and more diversified and the competition is more and more intense,and the monopolistic development model has been gradually eliminated.The expansion of the market economy makes the port enterprises pay more and more attention to the marketing strategy,marketing as one of the most effective way to competition,and earnestly study and practice,on the basis of customer requirements,to take the corresponding marketing strategy to meet customer demand,so as to achieve the purpose of to attract customers,at the same time also can occupy a larger market,grasp the initiative.In March 2016,the 13th five-year plan was released,which set a new development direction,new planning and requirements for Rizhao port.Based on the collected data of various economic indicators of Rizhao port A company,this paper analyzed the marketing environment,strategy and development mode of Rizhao port A company through qualitative and quantitative analysis and SWOT analysis,and then proposed the marketing mode and strategy suitable for Rizhao port A company development.The paper includes six chapters:the first chapter is the introduction,which mainly discusses the research background and significance of the paper,the research results and status quo of domestic and foreign scholars on port enterprises,and finally introduces the research content and methods of this paper.The second chapter mainly introduces relevant concepts and marketing theory knowledge of port enterprises,elaborates on marketing,service marketing and other methods,and proposes three marketing analysis methods for port enterprises.The third chapter analyzes the Rizhao port A company’s marketing environment,the PEST model and SWOT analysis method is used to Rizhao port A enterprises in such aspects as politics,economy,culture and technology were analyzed,and compared the advantages and disadvantages of the development of the enterprise internal and external environment,build up the marketing environment,A company of Rizhao port,summarizes the existing problems of A company,the Rizhao port A company faced with larger pressure of competition,in terms of marketing,the formulation of strategic planning is not enough in the long run,the strategy is not comprehensive,the imperfection of the service;In chapter 4,the STP marketing strategy and 4P marketing mix strategy are put forward based on the actual situation of A company in Rizhao port,so as to achieve better results.Chapter 5 puts forward relevant supporting measures for the marketing strategy of Rizhao port A company,including establishing logistics network system,improving information management construction,changing traditional port management concept and building professional international marketing team.The sixth chapter summarizes the study of the whole paper,and puts forward some long-term thinking on the development strategy and direction of A company in Rizhao port. |
