The Study On The Development Of Polish Forwarder Market Of G LTD

There’s been constant trade friction since China joined WCA,the trade war between China and America accelerates industrial upgrading in China;In the year of 2018,the currency of Chinese Yuan and other emerging countries depreciated sharply due to American unilateral trade protectionism,it effected international trade and shipping industry;The transfer of international division of labour is becoming faster,Vietnam has absorbed large amounts of capital investment and won trade orders because of population dividends and low labour costs compared with higher one in China with a looser trading environment.The cost of shipping lines will arise due to IMO2020,although the ultimate consumers will bear the cost.However,the cost of the reconstruction of the old ship and the purchase of the new ship in the early stages must be borne by the shipping company,and of cause,it would speed up the bankruptcy of some shipping companies with low profit returns;In the weakness of global economic environment,large freight forwarding companies are integrating resources by Enterprise’s mergers and acquisitions to achieve complementary advantages and coordinated development.Cause of the impact of Brexit and the opening of China-Europe railway line,the shipping industry between February and April after the Chinese New Year was in a gloomy state,the shipping price kept falling although the shipping companies tried to tighten the shipping capacity by reducing the number of schedule,the result was still not good.The CIIE,which was held in Shanghai in November2018,offered the world the hope to expand eastern bound trade.In 2018,Poland ranks third in the Europe in terms of economic growth.China has been Poland’s second largest source of imports.Poland is an important partner of China in Europe and a gateway to central and eastern Europe and even Western Europe.As a small and medium-sized private freight forwarder,it is crucial for G company to maintain and expand it’s Polish freight forwarder market in such a complex trading environment.Therefore,it is extremely urgent to optimize the existing marketing strategies of G company with marketing knowledge.This thesis integrates international and domestic situation,utilizing the methods of comparative analysis,qualitative analysis and quantitative analysis,and applying the theoretical knowledge learnt: marketing,management communication,strategic management,economics,etc.to analyze and study the development and maintenance marketing strategy of G company’s Polish forwarding market.Firstly,PEST method is used to analyze the Polish market,combined with bilateral trade regulations of China and Poland.Then,forecasting the trade trend between China and Poland based on the current trade volume between China and Poland: Secondly,the current situation and existed problems of G company in developing Polish freight forwarding market are analyzed;Thirdly,the marketing strategy of G company in Polish freight forwarding market is optimized,the importance of soft power construction is analyzed,team culture construction is emphasized,internal and external communication is strengthened,product variety is enriched,then core competitiveness is obtained.Participating in forwarders’ meetings to expand the company’s influence so as to help G company improve marketing strategy layout,expanding Polish freight forwarding market.Through relevant analysis and research,this thesis introduces the marketing theory into G company’s Polish freight forwarding market development section,combines G company’s current situation,proposes optimization scheme of G company’s Polish freight forwarding market development marketing strategy,hoping to play a guiding role in G company’s Polish freight forwarding market and even G company’s overseas market,especially in Europe and the Baltic Sea market.The research and analysis of this paper have certain reference significance for other freight forwarders to develop Poland and other European markets,Baltic Sea and other markets.