The Research Of Marketing Strategy Of 1700 TEU Container Vessel Of GWS

Since the 2008 financial crisis, shipping and shipbuilding industry has entered a recession for a long period of time, market demand decreases, and the shipyard serious excess capacity, under this background, the order of 1700 TEU container vessel appeared obvious decline, and the product is the most main products of the Guangzhou Wenchong shipyard Co., Ltd, directly decides the company value and profitability, according to the current market environment adjustment and formulate the corresponding marketing strategy, to keep the product market competitiveness, has the very realistic significance.The research object of this paper is the 1700 TEU container vessel. Using the case method and literature research method to study the current situation of product marketing. In market positioning, customer choice and the detailed study of marketing mix strategy, discovered the problems in the marketing strategy, according to the marketing theory and the previous literature, the problems are analyzed in detail. Find a marketing strategy questions right now. On the pricing strategy, price strategy directly led to the decline in market share now, on the product strategy, not timely development of new products, and no corresponding products according to market segmentation factors, especially in the marketing channel construction, not according to the theory of relationship marketing and marketing 4 p to channel construction, on the promotion strategy, to keep pace with times development, did not make the best use of promotions now.Through the market marketing theory and related research achievements in the industry, coupled with the conditions of the product, the price of the product strategy for their future, should from the high price strategy adjustment for the subject, for the product strategy, based on the original design as quickly as possible, extending the development of new products, and based on the requirement of market segmentation, broaden the product width; For channel strategy, to establish a new market sales agent as soon as possible, and to strengthen the construction of relationship marketing, For sales promotion strategy, puts forward concrete detailed requirements for customer visit, etc. Through the improvement of marketing strategy, so as to help the company develop competitive advantages, consolidate the market position of the product, maintain normal, healthy company.