Research On Marketing Strategy Improvement Of Xiamen Container Terminal Group Co.,Ltd.

With the rapid development of global economic integration trend,the container shipping mode has played an increasingly important role in the development of the port economy due to the advantages of low freight,convenience and safety.However,in recent years,under the unfavorable factors such as the escalation of global international trade frictions and the slowdown of container shipping growth,how can major container terminal companies break through the bottleneck of the company's development process and improve the quality of container shipping business through the adjustment of marketing strategy mix is the focus of this article.To this end,we take Xiamen Container Terminal Group Co.,Ltd.as the research object to carry out the study of this article.Xiamen Container Terminal Group Co.,Ltd.is a leading container enterprise in Xiamen Port area,and has undertaken about 80% of the container throughput of Xiamen Port.However,it is limited by the lack of economic support in the hinterland of Xiamen Port;the imbalance of cargo types and flow;the contradiction between the development of the island's port and the city;the structural contradiction of the infrastructure of the container port area;the weak transportation system;the container shipping alliance et al.These problems have impact brought about,weakened the route layout and limited development.In this study,we believe that those problems can be solved from the perspective of marketing strategies.To this end,this article first analyzes the company's internal and external marketing environment.Specifically,this article uses PEST to analyze the external macro marketing environment,and uses the five-force model to analyze the industrial environment in which the company is located.Internal environmental analysis is carried out from two aspects: the resources and capabilities of the company.Among them,the resources possessed are mainly analyzed from two aspects: tangible resources and intangible resources.The capabilities are mainly from the company's service capabilities and shore power technology.The remote control system and the information interaction full electronic platform are analyzed.Based on the above internal and external environmental analysis,this article conducted a SWOT analysis of the company to understand the opportunities and threats that the company faces,and the advantages and disadvantages it has.Lastly,this article proposed that Xiamen Container Terminal Group should formulate an expansive development strategy and optimize the current marketing strategy portfolio of Xiamen Container Terminal Group Co.,Ltd.based on the above analysis,including specific brand and product strategies,prices strategies,channel and site selection strategies,and promotion strategies.Also,this study pointed that the proposed marketing strategies can be implemented from the government and corporate levels.It is hoped that the implementation of the marketing strategies studied in this article can improve the level of marketing management of Xiamen Container Terminal Group Co.,Ltd.,thereby enhancing the company's market competitiveness and brand value.It also hopes to have a certain impact on standardizing industry standards and formulating industry standards.