Research On Relationship Marketing Strategy Of Penavico Zhoushan

At present,the shipping agency market in Zhoushan has formed a blooming situation.With the full opening of Zhoushan shipping agency market,shipowners and charterers have more and more shipping agency companies to choose from,and the competition of shipping agency market in Zhoushan will be more and more fierce.As the earliest shipping agency in Zhoushan city,China Ocean Shipping Agency Zhoushan Co.,Ltd(hereinafter referred to as Penavico Zhoushan)is faced with the problems of external enterprises self-agency,strong competitors,the pressure of continuous market price reduction and the inflexibility of internal long-term institutional mechanism,backward business model and lack of service consciousness,and therefore,it is imperative to establish and develop a set of practical relationship marketing strategies.The research object of this thesis is Penavico Zhoushan.Firstly,the thesis analyzes the research status of relationship marketing theory at home and abroad as well as the research status of shipping agency enterprises,and puts forward the relationship marketing strategy on the basis of the traditional marketing strategy.This thesis expounds the basic theory of relationship marketing,introduces the general situation of the development of shipping agency industry and Penavico Zhoushan,analyzes the current situation and main problems of the relationship marketing of Penavico Zhoushan and formulates a series of relationship marketing strategies for the company,that is,to improve the service,service pricing,brand marketing,platform marketing,team quality,improve management and multi-management to enhance external customers and internal employee satisfaction,to maintain win-win cooperation with competitors and to establish a good corporate image and stable relationship among the influencers.It is hoped that it can play a certain theoretical guiding role in the development of Zhoushan shipping agency industry and lay a solid foundation for the high-quality development of Penavico Zhoushan.