| Yingkou P Shipping Agency Co., Ltd was founded as an international shipping agency company at Yingkou port in January 2005, which mainly engaged in international shipping agency business and port services. The company was jointly invested by Jinzhou Petrochina International Co., Ltd. and Beijing tonglijiaye Shipping Co., Ltd., which was joint venture shares of the company. Yingkou P Shipping Co., Ltd developed the shipping agency business depending on the group of CNPC as the background, the company operated the shipping agency business of CNPC's cargo import and export at Yingkou port, which mainly included shipping agency of crude oil ship, product oil ship, bulk cargo ship and petrochemical product ship and petrochemical products in bulk storage business.In the year of 2009, Yingkou P Shipping Agency CO., LTD has been rapid development as the group of CNPC increased import and export cargo at Yingkou port. But in recent years, there were little development of Yingkou P Shipping Agency CO., LTD due to the group of CNPC increased little cargo import and export at Yingkou port. The main reason was that all the business volume of Yingkou P Shipping Agency CO., LTD was rely on to the group of CNPC, there was no other new customers. It belonged to the opportunity marketing development mode. The marketing awareness was not strong, the service consciousness was weak, the shipping agency operating mode was primary, the marketing strategy was fuzzy, and so on. Yingkou P Shipping Agency CO., LTD did not fundamentally build up a system and scientific marketing strategy system, thereby the company could not make sustained and healthy development.As the above problem, this paper used the PEST environment analysis model and Michael Porter five forces model, and made systematic analysis of Yingkou P Shipping Agency CO., LTD internal environment and external environment, finally the paper formulated the marketing strategy target of Yingkou P Shipping Agency CO., LTD through Yingkou P Shipping Agency CO., LTD strengths, weaknesses, opportunities and threats analysis.The paper established Yingkou P Shipping Agency CO., LTD's marketing strategy based on Yingkou P Shipping Agency CO., LTD's marketing strategy target. The marketing strategy was instructed by 7PS service marketing theory, and operated as the centralized differential service marketing strategy. The company should carry out basing on oil agent business, adhering to the service marketing, extending service of customers, expanding the area of services, and achieving win-win opening development mode. Yingkou P Shipping Agency CO., LTD should strengthen the marketing management and promote the implementation of the marketing strategy, and realize the scientific and healthy development. Yingkou P Shipping Agency CO., LTD would turn into a professional, dynamic and competitive enterprises group eventually. |
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