| Ship agency is an auxiliary service provided to maritime transport. It's vital to ship agents whether their service products are appropriate or not.The whole business of ship agency includes marketing promotion, service offering and feedback information processing. Among these, we should consider the market promotion as the top priority.An effective marketing promotion enables ship agents to gain their competitiveness. Oriented with a correct marketing strategy, enterprises can efficiently achieve their objectives, while misled by a wrong one they will enter a business deadlock.From the perspective of ship agency market in Guangzhou port, this paper attempts to analyze the characteristics of the demand-supply relationship and its development, with the application of modern marketing theory, techniques and the author's working experience. With 8 chapters in total, this paper concludes by presenting several constructive recommendations concerning China Shipping Agency (Guangzhou)'s marketing policy.Chapter 1 briefly introduces the historical changes of China Shipping Agency (Guangzhou), analyzes its current performance and problems, and identifies the key cause to its difficulties.Specifying the geographic location of Guangzhou port and the layouts of its harbors, Chapter 2 illustrates the closed relationship between ship agency and other port industries, which is emphasized by the history of port's development.Concerning the current market of ship agency and its future development, Chapter 3 ascertains the main difficulties or barriers faced by ship agencies in Guangzhou port. By analyzing the competition pattern in the market, it explores the potential for the agencies' future survival and expansion.Chapter 4 focuses on the relation between principals (i.e. ship owners, charterers and cargo owners) and agents, and analyzes all the characteristics of marketing strategies for different agency markets.With the research on the three external environmental factors (i.e. port services, port surveys & inspections, and governmental policies) affecting ship agency, Chapter 5 further explains the importance of monitoring external changes in policy making and implementing.With SWOT analysis, Chapter 6 clearly indicates some alternatives of marketing strategies for the agents after assessing the situation and structure of the current agencymarket.As the concluding part, Chapter 7 and 8 systematically discuss the theory of 7P'S and some successful marketing experiences, and well tailor seven relevant marketing strategies for China Shipping Agency (Guangzhou). |
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