The Research On Marketing Strategies Of Dalian Shipbuilding Industry Co.,Ltd

Since2009, the shipping freight costs fell sharply, the international shipping market lost much, consequently shipping companies became no longer ordering ships, and the international shipbuilding market fell sharply by decreasing80%than the history of the world’s highest record. However, even though the world shipbuilding market is turning down, in2009China had surpassed South Korea and obtained more than1/3newbuilding orders in the world, and same position remains till now. Nowadays, the international shipbuilding market is still weak, and shipbuilding industry is still facing many challenges.Dalian Shipbuilding Industry Co., Ltd.("DSIC"), being the largest and most internationally competitive Chinese shipbuilding enterprises has obtained the right of self-run export since1980, is the pioneer of China shipbuilding companies to enter the international market, which has wealth of marketing experiences. However, with the rapid rise of China’s shipbuilding industry in recent years, and also increasing of market openness, DSIC is facing increasingly fierce competition home and abroad, some of the original advantages original become gradually weakening, on the contrary, new challenges are constantly increasing. In this situation, the companies should have a clear understanding of international market where it is, and accurate analysis and judge of the marketing situation, and it’s very important for them to develop appropriate marketing strategies combined with their own characteristics.In this paper, it described marketing theory, the introduction of development status of international and domestic shipbuilding industry, compared with DSIC’s own competitiveness, then concluded the status of marketing, and raised marketing strategies and methods of DSIC according to current situation. Based on the guiding ideology of "discovering, analyzing and solving problems", the relevant knowledge such as marketing, international trade, economics, operations research and others were applied in this paper, together with author’s real management experiences in working. By using induction method, comparison analysis, it systematically advantages and disadvantages of DSIC regarding marketing, and provides solutions such as market positioning, product strategy, pricing and other practical problems that DSIC is encountering.