Cosco Shanghai International Freight Co., Ltd. Marketing Strategy Research

Because of the global financial crisis, the container shipping industry slid into the lowest point of the history. Although the global finance is gradually out of recession and recovering under the stimulation policy, the steps towards the next prosperity is still full of difficulties and challenges. As container shipping industry is in the end of the trade pipe-line, it takes longer time from recovery to prosperity.Owing to the Cosco Group's strength and advantages in container shiping business, COSCO Shanghai International Freight Co.,Ltd engages in the Cosco container business marketing and operations in the "Three Provinces and One City" of East China. After ten-year's development, by the innovation of company system, the set-up of the branches companies and hard work of all the staffs, Cosco Shanghai International Freight Co., ltd. has become one of the strongest and biggest container freight forwarder in the local area. Affected by the Global financial crisis, the company had been in the worst situation of its history, but through the solidarity and hard-working of company,we successfully overcome the difficult situation,and as a result the marketing share is further expanded.By analyzing the international trade and container shipping marketing, this essay present the internal affairs and situations of the COSCO Shanghai International Freight Co., Ltd. With the cooperation of the professional institution, by analyzing the external and internal environment, we set up the company's customer-oriented marketing strategic target & plan, and established the specific implementation measures.Combing with the EMBA theory & knowledge learned in the class and the actual situation of COSCO Shanghai International Freight Co., Ltd, The author of this essay wishes to have good research on the establishing of the company's marketing strategy. So that we could set up a better plan for the company further improvement and easily face the change and challenge of container shipping market during the post-financial-crisis era.