The Marketing Strategy Optimization For Australia And New Zealand Freight Of U Company

With the continuous development of China’s foreign trade,the demand for import and export markets has been growing.In recent years,China’s foreign trade situation is a continuous positive trend.The rapid development of the national import and export market further drives the development of the international freight forwarding market.At the same time,the government’s favorable policies continue to support the development of China’s international freight forwarding is still growing steadily in the face of port congestion during the epidemic,space is hard to find,and the current situation of insufficient capacity.However,with the vigorous development of the "Internet+" era,efficiency and innovation are repeatedly mentioned,and all industries try to seize the wind,change the traditional model,trying to find new breakthroughs and bring new development.The number of existing freight forwarding enterprises in China,are late start,short history of development,backward infrastructure,etc.,and most of freight forwarding enterprises lack the spirit of innovation in marketing strategies,in the face of increasing demand for services and fierce competition in the industry,freight forwarding enterprises must continue to innovate and develop with the changing environment,and actively develop new channels to seek digital transformation channels,in order to adapt to the times and market development.This article selects U company as an example,based on the marketing strategy of overseas market development,focusing on the development of transportation between China and Australia&New Zealand market(mainly Australia market),with the help of the research on the basic knowledge of marketing theory,using questionnaires and interviews,to analyze,diagnose and optimize the current situation of U company’s marketing strategy,and to come up with feasible optimization strategy suggestions.The article is elaborated through seven chapters respectively.Firstly,we collect the relevant literature and build a research framework based on the study of literature,then we analyze the data to diagnose the problems of the current marketing situation based on the current marketing situation of the company’s overseas trade and PO trade(Pacific trade,incl.Australia and New Zealand)①,investigate the causes,synthesize the internal and external environment of PO trade,and finally apply the 7PS marketing theory to introduce a marketing strategy optimization plan suitable for the development of U’s PO trade,and design effective implementation to promote the further development of the Australia-New Zealand market.Thus,the implementation of U’s marketing strategy plan will embark on a benign and sustainable development path.The study of this paper provides an optimization plan for U’s marketing strategy of Australia and New Zealand market.Hopefully these effective measures can improve U’s market share in Australia and New Zealand market and increase revenue.It can also provide feasible suggestions for the expansion of U’s other overseas trade,enhance U’s core competitiveness in the overseas market,and improve brand awareness.At the same time,it also provides reference and reference for freight forwarding enterprises in the same industry to face the development of overseas market.