The Research On Marketing Strategy Of Container Freight Agency Business Of Rizhao J Logistics Co.,Ltd

In recent years,the continuous growth of China’s foreign trade promoted the development of container freight business in some eastern coastal cities.At the same time,small and medium-sized private freight forwarders are springing up during keeping the agency market in fierce competition.At present,there are some problems in China’s international freight forwarding industry,such as small business scale,small assets scale,fewer service functions,lack of professional talents,weak competition and financing ability,unevenness of service quality,irregular business order,lack of network or network dispersion.Face to the current market environment,it is urgent to improve their competition.Therefore,it is necessary to study how to stand out and occupy the market with the optimization of marketing strategy under the competitive environment.Rizhao J Logistics Co.,Ltd.is a state-owned container freight forwarding enterprise,which has experienced the whole process from monopoly to opening for the agency industry.So the nationalized management system and marketing strategy are not suitable for the development of the market.Based on a large number of domestic and foreign related literature,this paper first analyzes the macro and micro environment of the container freight forwarding business of Rizhao J Logistics Co.,Ltd.with SWOT analysis method,in order to find out the opportunities,threats,advantages and disadvantages.The macro environment analysis mainly involves the political,economic,cultural and technological environment,while the micro environment analysis mainly includes the business development,competitive environment and customer demand analysis of Rizhao J Logistics Co.,Ltd.Then using STP theory and marketing mix theory,this paper analyzes the current marketing situation of the container freight forwarding business of Rizhao J Logistics Co.,Ltd.,and finds out the existing problems in the marketing strategy of the emerging line.Finally,the paper puts forward the specific measures to optimize the marketing strategy: for the product strategy,it puts forward to develop personalized services,increase the vitality of customers of Japan and Southeast Asia,improve customer’s satisfaction and increase business volume;For the price strategy,it puts forward the differentiated marketing concepts,optimize the advance payment system of the company,conform to the development of the market economy and meet the new demands of customers;In view of the channel strategy,we should take advantage of the surrounding resources to carry out marketing,set up first-class agent platforms,establish network marketing channels,make full use of existing resources to communicate with customers comprehensively and improve market competition;in view of the promotion strategy,we should strengthen brand publicity,optimize the company’s internal management mode,enhance the strategic advantage of external promotion and enhance the company’s marketing Business volume.In addition,this study puts forward the necessary staff training and reasonable incentive mechanism,the establishment of an effective information sharing platform,the strengthening of staff cooperation and the improvement of the competitive incentive system in the state-owned enterprise system.It also puts forward the safeguard measures to avoid the problems of marketing strategy.This study will not only help to improve the container freight forwarding business of Rizhao J Logistics Co.,Ltd.,but also help to further improve and perfect the marketing strategies of relevant freight forwarding companies.The aim is to make enterprises stand out and keep their vitality in the environment of market economy.