The Study On The Service Marketing Strategy Of Hapag-Lloyd Shipping Company

In recent years,the political and economic stability has increased the global import and export of goods and services year by year,which has brought new development opportunities for liner shipping.However,the mergers and acquisitions of liner companies are becoming more and more intense,and liner alliances are competing with each other,which intensifies the competition in the liner shipping market.Facing opportunities and challenges,liner companies have adopted a series of measures,such as reducing freight,building large ships and developing electronics etc.However,in essence,liner companies are service companies,whose core products are transport services,then improving service quality is the best way to face competition.Therefore,the service quality of liner companies determines whether they can retain existing customers and attract new customers,whether they can occupy the market and make sustainable profits.Studying the theory of service marketing and applying it to the practice of liner enterprises is the demand of customers and the inevitable choice of enterprises under the current fierce competition.This thesis aims to study the theory of Service Marketing,and to put forward the strategy of service marketing for Hapag-Lloyd Liner Company,which ranks fifth in the world.Firstly,this paper enumerates the research status of service marketing theory management,in which the theory of logistics enterprises is of practical significance to liner companies;then it summarizes the basic theory of service marketing,especially the 7Ps marketing mix,and introduces the content and characteristics of liner companies' services.Then the marketing environment of Hapag-Lloyd Liner Company is analyzed macroscopically and microcosmically,and the advantages,disadvantages,opportunities and challenges of service marketing are obtained by SWOT method.Finally,based on the 7Ps theory,the service marketing strategy and guarantee measures of Hapag-Lloyd Liner Company are put forward.Based on the current situation of the company,through learning and studying the service marketing theory,the author believes that the only way to develop is to implement the service marketing strategy of Hapag-Lloyd Liner Company.The 7Ps service marketing strategy and safeguard measures proposed in this paper can solve the existing problems of Hapag-Lloyd Liner Company and lead the company to occupy an advantage in the fierce competition.At the same time,the relevant theories of service marketing,especially the 7Ps marketing mix,have certain application significance to the whole liner industry...