The Research On Marketing Strategies Of Trans-Pacific Line Of Coscon

The Trans-Pacific line connects Far East and America which are the two largest economy regions in the world. It is the most important line among global east and west main lines. It is also the most important container line of COSCO container lines Co., Ltd., and may be the lifeline of that.The cargo volume of Trans-Pacific line has increased greatly since the year 2000. The cargo volume for eastbound of Trans-pacific line in the year 2002 increased by 17.1% compared with the year 2001 and that for westbound increased by 8% compared with the year 2001. Many shipping companies pay attention to this line. Competition of this line becomes severe when they begin Far East-America services one after another or deploy larger ship to enlarge transport capacity.So the container transport market of Trans-Pacific line is still the key competitive place. COSCON as a world top container liner must attaches importance to the management of this line for further development of the company.COSCON must establish marketing strategy fit for environment variety, analyze and grasp the market environment around the company depending on market intelligence and investigation system and then regulate the market mix strategies suitable to new challenge and opportunities of marketing environment. That will make the company remain invincible in the severe competition of the Trans-Pacific line and develop unceasingly.This paper researches and discusses the marketing strategies of Trans-Pacific line of COSCON. The first chapter introduces the marketing management theory of shipping company. The second chapter analyzes situation, industry structure, competition situation and developing trend of international container shipping industry. The thirdchapter analyzes the marketing environment Trans-Pacific line of COSCON. It analyzes the demand and supply of Trans-Pacific line, the internal strength and weakness of the company, SWOT of COSCON, consumers' value and puts forward the consumer strategy based on contributing value according to Boston Matrix theory. Then it does market segmentation and targeting for Far East area and America area in the Trans-Pacific line of COSCON based on the market analysis of two chapters before. At last the thesis brings forward the marketing mix strategies in Trans-Pacific line including product, price, place and promotion strategies.