Research On Marketing Strategy For Xuzhou CRExpress

Since the inauguration of the Xuzhou CRExpress on 22 December 2015,the regular operation of the Liner has been gradually realized.At present,with the trend of the operation of CRExpress constantly shifting from being supported by government subsidies to market-oriented development,the Xuzhou CRExpress operated by Xuzhou Huaihai International Inland Port Operation Co.,Ltd.has gained the initiative in the market,achieving the goal of being able to occupy a place in the market competition even without government subsidies and steadily developing the Liner,as well as taking the initiative to participate in market competition.However,in the process of exploring how to more effectively adjust the management and operation mode as well as marketization,Xuzhou CRExpress has exposed its small overall scale,homogenization of provincial routes,weak comprehensive service capability,weak overseas section manipulation capability and weak marketing link,which puts Xuzhou CRExpress at a disadvantage in the process of marketization and the construction of brand influence does not reach the expected effect.Therefore,how to solve the existing marketing problems of Xuzhou CRExpress,to meet the diversified needs of the target market and customers with the core of Xuzhou CRExpress products,and to realise the brand influence is an important issue facing Xuzhou CRExpress.Based on modern marketing theory,this thesis analyses the current marketing status and problems of Xuzhou CRExpress,and determines the research framework and ideas of this thesis.The macro environment and the competitive environment of Xuzhou CRExpress are analysed using PEST analysis and Porter’s five forces competition model,and the current marketing status and problems of Xuzhou CRExpress in these aspects are analysed by questionnaire survey using 11ps theory.The main target markets of Xuzhou CRExpress were segmented through information in the industry,and the customer needs of different regions and industries were analysed and collated.SWOT analysis tools were used to determine the strengths,weaknesses,opportunities and threats faced by Xuzhou CRExpress in the market competition and to select the appropriate WO marketing strategy.On this basis,the thesis proposes marketing strategies for Xuzhou CRExpress,i.e.channel development and expansion,diversified promotion channels,priority strategies to manage freight forwarders,making full use of the influence of government and public organisations,and strengthening the training of marketing personnel,in order to solve the current marketing dilemma faced by Xuzhou CRExpress.At the same time,safeguards for the implementation of the marketing strategy are proposed.It is hoped that the implementation of this marketing strategy will further promote the market development of Xuzhou CRExpress.