Research On Corporate Marketing Strategy Of Shanchuan

As a strategic industry of the country,the shipbuilding industry is not only a labor,capital and technology-intensive industry,but also a powerful industry.It has a significant role in promoting labor employment,developing import and export trade,improving independent innovation capability,and driving the development of related upstream and downstream industries.It is of great significance to safeguarding national coastal defense security.Therefore,the state attaches great importance to the development of the shipbuilding industry.But at present,with China's economy entering a new normal,facing the lack of market demand and fierce competition,how to make a breakthrough in shipping companies and increase market share requires both the enhancement of comprehensive competitiveness and the use of marketing to consolidate existing ones,and open up new space.Shanhaiguan Shipbuilding Industry Co.,Ltd.(hereinafter referred to as “Shan Chuan”)is a large state-owned enterprise belonging to China state shipbuilding corporation.It is one of China's large shipbuilding bases.Under the situation that the supply and demand of the shipbuilding industry in China and the world are not balanced,the mountain boat is also facing enormous challenges.How to stand out in the increasingly fierce market competition and seek for greater development is a realistic and long-term problem that the company urgently needs to think about.This paper takes Shan Chuan as the research object,and takes "discovering problems,analyzing problems and solving problems" as the guiding ideology.Firstly,it studies and analyzes the development history and development status of shipbuilding industry at home and abroad,clarifies the research background.On this basis,further focus on and clarify the issues of concern in this study,and expound the purpose,research significance and research ideas of this research.Secondly,the system sorts out the basic concepts of marketing and related theories,clarifies the analytical methods,and then lays the foundation for the research.Thirdly,from the analysis of the ship industry market,the profile of the Shan Chuan,the PEST analysis and the analysis of Porter's five forces,a systematic and detailed analysis of the Shan Chuan marketing environment is carried out.On this basis,the system summarizes the marketing status of the Shan Chuan and the existing problems,combined with SWOT analysis,summarize the advantages and disadvantages of the Shan Chuan itself,the opportunities and challenges.Finally,specific strategies are formulated from four aspects: product,price,promotion and channel,and four measures are proposed to promote the smooth implementation of marketing strategies,improve the overall marketing level of Shan Chuan,increase market share and profits,and enhance the comprehensive competitiveness of Shan Chuan.