Research On The Optimization Of Marketing Strategy Of Automobile Ro Ro Business Of NS Company

According to the data released by China Automobile Industry Association,since the financial storm in 2008,China’s passenger car market has continued to grow and become the largest market in the world.According to data statistics,the production and sales volume of China’s passenger car market has continued to grow for 10 consecutive years,and the annual sales volume of China’s passenger car market has exceeded 20 million since 2015,It means that China’s passenger car market has ushered in the peak.However,from 2018 to 2020,the development of the city’s passenger car industry market has been limited by various factors and conditions in the past three years.China’s annual sales of passenger cars have been limited to a certain extent,and still maintained an increase of about 20 million vehicles.With the enhancement of China’s comprehensive strength,many experts and scholars believe that China’s passenger car market can stabilize the current situation in 2021.As the most specialized Automobile Ro ro Logistics Port in South China,NS company gives full play to its inherent advantages,reasonably adjusts the existing business marketing strategy and maintains stable business growth under the condition of increasingly serious peer competition homogenization.NS automobile terminal Co.,Ltd.(hereinafter referred to as NS company)is a company specializing in roll on / roll off automobile logistics.Its shareholders include Guangzhou Port Co.,Ltd.,GAC Trading Co.,Ltd.,Guangdong Nansha Gangqiao Co.,Ltd.and roll on / roll off automobile logistics provider NYK holding(Europe)B.V.,which is a Sino foreign joint venture,It is also one of the earliest ro terminals in China.After more than ten years of development since the establishment of the port,NS company has refreshed its own loading and unloading record with its rapid development in recent years.However,in terms of loading and unloading business in recent years,the company’s performance report shows that the growth rate has slowed down significantly.Especially after Guangzhou ganghaijia automobile terminal Co.,Ltd.began trial operation in 2019 and integrated operation with NS company,there is a large gap between the actual annual loading and unloading volume and the designed annual throughput.Firstly,this thesis briefly analyzes the current situation of Automobile Ro ro operation in China,analyzes the operation and operation of major well-known automobile Ro ro terminals in China,and summarizes the past development process by comparing ns company and other well-known domestic Ro ro automobile terminals according to the political background that China’s national development focus has gradually shifted to environmental protection and sustainable development,Starting from the historical business customers of NS company,according to the marketing strategy of NS company’s target business,using pest,SWOT and Porter’s five forces model analysis tools,and according to the relevant theories of marketing strategy and the combination of theory and practice,this thesis summarizes the survival,development and growth factors of automobile Ro Terminal industry,and analyzes the challenges and difficulties faced by NS company for the external environment,According to the existing preferential policies and internal advantages of NS company,combined with STP theoretical model and 4R marketing theory,this thesis puts forward the optimization scheme of business marketing strategy of NS company,puts forward suggestions for the future operation and development of NS company,and also provides reference value for the operation and management,business strategy formulation and business strategy optimization of Automobile Ro Terminal.