Research On Shanghai Lixin Ship Company’s Marketing Strategy

Shipbuilding industry has always been a pillar industry of China’s exports, butrecent years, because the international economic situation, the impact of competitionand other factors within the industry, China’s shipbuilding enterprises are facingunprecedented competitive pressures. As a long history ship enterprises, shiprepairing is Shanghai Lixin shipping companies’ main business and it maintainsustained and stable development for many years, however, in recent years, it hasdecreased orders, enterprise value declined, faced a series of corporate influence ofadverse consequences. In order to improve the operating status of the company, solveproblems facing optimize corporate resources and develop an effective marketingstrategy for achieving long-term stable development of enterprises has importantsignificance. Therefore, in this paper, Shanghai Lixin Company’s marketing strategyhas been studied, which aim to develop a suitable current status of the development ofthe company’s marketing strategy, enhance their market competitiveness, and promotethe rapid development of enterprises.In this paper, through the analysis of the situation, Shanghai Lixin Shipyard’sproblem and reason existing internal and external environment of the company,through the analysis advantages, disadvantages, opportunities and threats of theenterprise by SWOT technology, puts forward the service strategy, relationshipmarketing, integrated marketing, network marketing, marketing innovation andmarketing strategy. And put forward the Shanghai Lixin shipyard marketing strategyimplementation guarantee conditions from three aspects of thought, system andimplementation of safeguard measures. Believe in the formulation an implementationof the marketing strategy of the company can provide orders, the company out of thedoldrums market.