Research On Marketing Strategy Of Freight Agency Under Global Economic Crisis

The rapid development of science and technology, economic globalization and new markets continue to emerge, allowing companies to take far-sighted global strategy to apply to the world's development and changes. The current global economic crisis makes export enterprises in all aspects of the supply chain be affected. International freight forwarding industry is one of the most injured parts in the crisis, which causes a more severe competition and gives impetus to the whole industry chain and marketing strategy adjustment.This article begins with a brief statement on theory and operational characteristic of the international freight forwarding industry, followed by a deep analysis in political environment, economic environment, social factors and technical factors surrounding the TS international freight forwarding. With the insight into direct and indirect affect to freight forwarding industry, the paper uses Porter's theory to analyze on the game between stakeholders. The highly competitive ecosystem, coupled with the global economic crisis, makes freight forwarding companies rethink their own marketing strategies. Through the analysis of the existing service, workflow, marketing strategy and performance under the economic crisis, management in TS realizes that a new breakthrough must be found to overcome this crisis by applying SWOT technology. As a result of SWOT analysis, the marketing strategy is properly determined followed by carrying out"International trading plus logistics"to build oversea value chain, on which a wide range of services will be provided.This paper chooses the ST strategy to develop a new marketing model targeting at market under economic crisis. With the expertise in this field, a new multiple service is worked out to keep valued customers and to develop a win-win business model of international trade plus logistics. With the research on the feasibility of the business model, a fresh new combined marketing strategy will be emerging helping get through the economic crisis.