Shanghai Taili Ocean Shipping Tally Company Marketing Strategy

This thesis aims at studying the marketing strategy of Shanghai Taili Ocean ShippingTally Company (hereafter referred to as SHTL). On the basis of summarizing marketingtheories and analyzing SHTL’s current marketing system, the thesis first makes a deepstudy on how to carry out marketing activities effectively against the background of tallyindustry’s specialties, then puts forward SHTL’s marketing strategy and gives somesuggestions in accordance with company’s reality as well as the future developingrequirements.In the first part of the thesis, a full discussion on the necessity of studying on SHTLMarketing Strategy is presented, which draws a conclusion that the overwhelmingsuperiority of SHTL’s marketing and economic position is based on Tally Industry’sspecialties (justice, compulsory, monopoly). In case the policy changed, the tally marketingwere fully open up or the compulsory tally requirement from Chinese municipalgovernment were canceled, it is unimaginable how serious the effects on SHTL would be.In addition, as for the SHTL, the non-monopoly tally businesses contribute a lot to thecompany’s income, it is absolutely necessary for SHTL, even for entire tally industry tofind appropriate marketing strategy in competition environment.Before SHTL’s marketing strategy is put forward, SHTL’s current marketing system,the so called version of2008is analyzed. The thesis points out the shortages of SHTL’s2008marketing system, in the mean time some positive aspects are also well confirmed. Infact, SHTL’s new marketing strategy is based on the company’s2008marketing system, byreferring to theories of service marketing, integrated marketing and models related tomarketing area, the thesis presents marketing suggestions from eight aspects, namely,Product, Place, Price, Communication, Quality, Customer, Employee, and Competition.These eight strategies are quite comprehensive, which are believed to fill the lacks of thecompany’s2008marketing system and have a number of implications for SHTL’smarketing activities.