A Study On The Innovation Of Market Strategy Of Shipbuilding Enterprise

The shipbuilding industry is a comprehensive, capital and manpower intensive heavy industry.Since the financial crisis, in the face of international trade growth slowdown, the shipping marketdownturn environment, and the market downturn, many shipping enterprises in China are confrontedwith hitherto unknown pressure to survive. In order to get rid of plight, China shipbuildingenterprises to vigorously promote the marketing strategy innovation is imperative.In order to cope with the challenges of current shipbuilding industry market environment, thisresearch intends to analyze the related cases of representative foreign shipping enterprises marketingstrategy innovation, summarize its development experience, and provide reference for Chineseshipbuilding enterprises to implement market innovation. And taking Chinese leading privateshipbuilding enterprises, RSHI for example, it puts forward the countermeasures and suggestions ofthe implementation of market strategy innovation for RSHI.This document introduces the background and significance, purpose, content, researchmethods and research framework. Secondly,Global shipbuilding market status and developmentstrategy has been studied, and the external environment and development trend of China’s shippingenterprises were analyzed. Emphasis from political, economic, social, legal, regulatory andtechnical environment, China’s shipbuilding enterprises currently analyzed the external environment,the last of Rongsheng case studies on the development of the current predicament faced byRongsheng and development goals analyzed.Through the analysis of the external environment RSHI, with the SWOT method establishes thefollowing specific strategic objectives: the development of energy-saving green products ship, shipbuilding into a high value-added areas, bigger and stronger marine engineering, ship repair industrycarried layout. And through the development of new products on the market, customer care strategy,the full realization of digital shipbuilding, strengthen corporate culture, to carry out multi-operation,human resource development, enterprise management innovation and organizational restructuringstrategy to achieve development goals Rongsheng Heavy Industries.