On The Characteristics And Marketing Strategy Of Ship Agency Service

China's foreign trade and international shipping industry was greatly affected by the Financial Crisis, which began in October.,2008, in spite of their quick development after China's entry into WTO. It was, of course, as marine auxiliary service industry, unavoidable for our ship agency service industry to be seriously influenced, too. And the ship agencies require being adapted themselves to the new changes of the market to seek for greater progress. The Financial Crisis also made it more and more vital for the big and moderate production and trade enterprises to develop their logistic strategy to low their transport risks and costs. Yet, well-understanding and objective appraisal on the function and importance of the ship agency service played a very crucial role in their logistic strategy. Thus, it was greatly necessary to discuss the characteristics and function of the ship agency service, segment its customer market and set forth all kinds of marketing strategy assembly in conformity to its essential characteristics.Some of peculiarity, which was totally different from the general characteristics of service, was induced to the ship agency service by her special growing process and our special economic reform environment in China. Moreover, the ship agency service's status was unique and its function important and non-substitutable. The above both determined her essential characteristics and main purposes.The customer markets of our ship agency service were divided into three main parts with respective characteristics according to its purpose and importance to the customers, based on which, further segment was conducted in order for the all sorts of shipping agency enterprises to target their customer folks and make reasonable market positioning. Subsequently, different marketing strategy assembly was lodged on in response to the characteristics of the ship agency service. Finally, all the above theory shall be applied to the practice of the specific ship agency company.The modern theory of enterprise consumption behavior, competition and strategic management were introduced into and the research methods of the analysis of contrast, systematic analysis being applied to, this thesis mainly discussed the three cored points:Segment and targeting, positioning of Ship Agency Service Market and marketing strategy assembly on the basis of the above mentioned overall concept. It also applied the methods of SWOT and STP analysis in putting forth various marketing strategy assembly conform to six basic characteristics of the agency service of China Ports International Shipping Agency (Group) Co., ltd, based on the development of marketing strategy 7Ps+3Rs. Therefore, it generalized its conclusion to provide roads of progress for shipping agencies to be suitable to the new changes of markets, develop and be stronger, and also give reference and mirror to our big and moderate enterprises on how to exert the function of the ship agency service in their logistic tactics.