On The Innovation Of Marketing And Shipping

ABSTRACT Although the principle of marketing has some kind of universality, its appliance in the shipping enterprise should combine with the given industry. This paper attempts to introduce marketing theory into shipping of our country. In the new environment of globalization of economy and china抯 entering world trade organization, this paper made researches on the appliance of marketing theory in shipping enterprise. With the new research achievement and developments in marketing field, this paper brings forth some new ideas. The paper based on the follow thought process: First, shipping marketing is based on the research of freight market and analytic of consignor抯 consumer behavior. In the research achievement, the articles about the shipping market are excessive, but the articles about consumer behavior in the shipping market are not enough. This paper study this problem and try to make a progress. Second, as the product of shipping enterprise is some kind of service, shipping marketing should belong to service marketing. From the view of service marketing, this paper discussed shipping marketing mix, some new point of view is brought forward. Third, R&D of new product and efficient marketing are eternal topic of shipping enterprise in the market economy. This paper focuses on the inaugurating of new line and made some study on this issue. Finally, under the background of globalization of economy, market competition is more and more violent, how our shipping enterprise enter international market is a very important question that must be answered. This paper made some research on this problem. This paper is composed of six parts: The first part contains the concept of shipping and the development of shipping in china and why we should introduce marketing theory into shipping of out country. The second part analyzed the status of china shipping in recent years, the supply and demand of shipping market, and price elasticity of demand of tramp shipping market and container liner shipping market. The third part analyzed consignor抯 consumer behavior in the shipping market, Marsow抯 theory is been used in this part. With the help of purchase behavior model, the behavior of consignor is analyzed. The forth part made a research of mix of shipping marketing at the coach of service marketing, and enterprise culture, service quality management, consumer satisfaction are the main topic. The fifth part of this paper is about R&D of shipping new product, taking line as the main research object. The analyses and demonstration are systemic. The sixth part made a research on challenge and opportunity that demonstrate of economy take to our country抯 shipping and the new change of shipping marketing in this environment. Fan hongsheng (industrial economics) Directed by Prof. Li lianshou...