| With the booming development of container shipping industry and the global international trading,the global economic integrations had been accelerated.Under the impact of the 2008 global financial crisis and the 2010 European debt crisis,global trade activity shrank rapidly and demand for container shipping industry also entered a slump.In order to avoid heavy exit costs,the world’s major shipping companies hope achieved economies of scale by reduce the cost of per TEU transportation through ordering large to ultra-large ships.However,this lead to serious over supply comparing to demands.Shipping companies are forced to adopt marketing strategies that reduce ocean freight in order to save cost and maintain market share.Hapag-Lloyd Shipping Co.,Ltd.,as the world’s fifth-ranked container shipping company,faces the same problem.The company,through a series of measures,hopes to improve this situation by acquiring the South American shipping company(CSAV)in 2015,merging with the Joint United Arab shipping company(UASC)in 2017,and launching Strategy 2023 and the Project Phoenix in early 2018.However,the current stage of marketing strategy is still very vulnerable and overly dependent on price reduction to maintain market share,which puts great pressure on the operation of company.Therefore,for Hapag-Lloyd Shipping Co.,Ltd.,how to adjust and optimize the marketing strategy based on market orientation,how to continue to maintain competitiveness in the container shipping market,how to expand market share become very crucial.This paper uses the thinking Logic of "theoretical research-analysis and investigation-strategy research" to unfold in turn.Firstly,description on the research background and problems,and the related theories and research status of the research on the thesis combed based on the data analysis.Then,through the company’s market-oriented questionnaire data analysis,and corporate marketing data comparison research,to find out the company marketing status of the existing problems and causes.Finally,under the guidance of 7PS theory,the paper puts forward the marketing optimization strategy of the company system.Through the analysis,the paper points out that Hapag-Lloyd Shipping(China)Co.,Ltd.in the face of route product settings focus only on long distance ocean routes and neglect the shortsea route,lack of flexible price strategy,mis-management of marketing process and other issues.Propose specific optimization strategy recommendations from product,price,personnel,process management via the 7Ps marketing portfolio strategy.The marketing strategy optimization and safeguard measures proposed in this paper are beneficial to Hapag-Lloyd to expand market share,improve the competitiveness of company,increase profits and meet customer needs.Studying the marketing strategy of Hapag-Lloyd Shipping(China)Co.,Ltd.has a good guiding significance for other regions and other shipping companies. |
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