The Research On Marketing Strategy Of CHINA OCEAN SHIPPING AGENCY (DALIAN)

Shipping agency plays an indispensable role in international ocean transportation and foreign trade as an important field of international shipping industry.Shipping agency was a high entry barrier industry,which had been protected by the long-term state-policy owning to the particularity of its profession in the past.When acceptance after entering WTO came into reality and Regulations of the People's Republic of China on International Maritime Transportation was published,the change of shipping agency market has taken place from monopoly market to free competition market.It not only opens to foreign investment,but also declines the entry barrier for domestic enterprises. In the very near future,competition among shipping agency companies is very fierce because the body of competitors increases more quickly than capacity of markets rises. CHINA OCEAN SHIPPING AGENCY(DALIAN) must set up the marketing idea as soon as possible,and enhances the degree of customer satisfaction,so the company will compete in the future is in an impregnable position.This article first elaborated expounds the basic theory of shipping agency marketing,which is the academic basis of the article's major idea.The basic concept of shipping agency and shipping agency marketing are well talked about in the second chapter of the article,which explains the theoretic knowledge of the shipping agency marketing.The third chapter of the article analyses the marketing environment of CHINA OCEAN SHIPPING AGENCY(DALIAN),mainly studying the macro-environment,shipping industry environment and micro-environment.In the quantitative research,the article combines gray prediction model and the three exponential smoothing model for forecasting the throughput of Dalian Port,and analyses the future shipping agency market demand and supply in Dalian.Finally through the analysis of marketing environment,as well as the forecasting of Dalian shipping agency market supply and demand,combined with the actual status of CHINA OCEAN SHIPPING AGENCY(DALIAN),the article first proposes the changing of the concept of marketing,that is the emphasis on relationship marketing and customer satisfaction marketing,and then focus on four major marketing strategy,that is,product strategy,pricing strategy,distribution channel strategy,promotional strategy,puts forward a special combination of marketing strategy for CHINA OCEAN SHIPPING AGENCY(DALIAN).