| With the pace of entering WTO China ocean shipping market is graduallyopened, shipping agency industry developed during this period. Although theshipping market turned down as the result of economic crisis2008, with theworld economy recovery and China trading amount rising up, China shippingmarket has been reforming. In the period of post financial crisis shippingagency market of China face opportunity and challenge, Xiamen as aimportant port located in southern cost is no exception. With the worldeconomic recovery and the establishing of Hercynian Economic Zone, Xiamenshipping marker will show an increasing trend.After China entering into WTO shipping agent market is becoming opener,foreign shipping agent companies are ready for invading. Once policyapproving, they will enter into shipping agent market. By then no matter stateowned or private owned shipping agencies will face great challenges. On thissituation Chinese shipping agency must take precaution hoisting their capacityand establishing a series of marketing strategy systems.This paper base on Xiamen shipping market, take Xiamen C internationalshipping agency company for example, through analyzing the externalmarketing environment such as geography、 policy、 economy、port serviceand port joint inspection, and the environment of competition by the methodof porter’s competitiveness model, through analyzing the inner marketingresources making out C international shipping agency company’s superiorityand inferior. In last part of this paper, we use SWOT method to make outworkable strategic of C company and put forwarder7P+3R+1C portfolios ofmarketing tactics... |
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