Research On Sales And Marketing Strategy Of Shipbuilding Enterprise

As well-known,the shipping rates goes declined due to the global economic growth slowly.Many European Banks involved in the shipping industry have largely ceased financial support for shipping because of the frequent bad debts.These factors have led to s sharp decline in the New Building orders worldwide.Combined with the management risk,cash flow,ordering ability and repayment ability of shipbuilding enterprises which commercial and policy banks considered and to improve the threshold of construction financing,it will make the shipbuilding enterprises in the more difficult situation which has already struggling for the lack of orders.As the special group in the Chinese shipyards,private yards in the constant change,challenges and opportunities coexist environment,how to self analysis to choose the corresponding management strategy to ensure that in the increasingly fierce market competition will not be out,even upstream to get good grades,.Researches in this paper include the following three aspects:a)Macro analysis of the marketing environment by analyzing the economic situation in China and the world and the competition status among domestic shipbuilding enterprises;At present,the adjustment and restoration of the global economy after the crisis have lacks endogenous motivation and the foundation for growth is weak.The effective demand in developed countries is insufficient and the pace of recovery is slowing down.The structural adjustment in developing countries is difficult with more downward pressure.The developing countries in the world are experiencing sluggish economic growth,the demand for bulk commodities in the world is small and their purchasing power is not sufficient,resulting in excess shipping capacity and freight costs.The shipping industry in the world is struggling.b)By analyzing the company’s technical capabilities and production capacity,taking into account the current marketing situation and identify problems in the marketing process,the existing business strategy needs to be adjusted and developed according to the new market environment,and strive for greater market share.c)Carry on the target market and product positioning of the company according to the usual classification methods of shipping and shipbuilding industry analysis market through market research and forecast;d)Marketing strategy can be realized by determining the marketing mode and solving the problems encountered in the marketing process while taking the marketing safeguard measures.