Comparative Analysis Of Marketing Strategy Between State Owned Shipping Enterprise Z And Private Shipping Enterprises A

With the acceleration of global economic integration,competition in the international shipping market will become increasingly fierce.Shipping companies are facing unprecedented opportunities and challenges.In the process of survival and development,shipping enterprises are facing more and more three-dimensional networks.How to establish long-term cooperation relationship with the parties in the relationship network in the current market environment is a matter for shipping companies to focus on.Therefore,the relationship marketing strategy is very important to the development of shipping enterprises.Based on the relationship marketing theory,the customer development theory,the life cycle theory and the relationship management theory,this paper,based on the Z of the state-owned shipping enterprises and the private shipping enterprise A,expounds the relationship marketing between the shipping enterprises and the customers from four dimensions,based on the necessity of the use and promotion of the relationship marketing theory in the shipping enterprises.Relationship marketing with logistics partners,relationship marketing with competitors,and relationship marketing with internal staff.Through the A analysis of state-owned shipping enterprises Z and private shipping enterprises,suggestions and suggestions are put forward which are more conducive to the development of shipping enterprises.This article is divided into seven parts:the first part is the introduction;the second part is the literature review;the third part expounds the related concept and theory of relationship marketing;the fourth part makes an analysis of the relationship marketing strategy of Chinese shipping enterprises;the fifth part makes an analysis of the Z of the state-owned shipping enterprise;the sixth part makes a division of the private shipping enterprise A.Analysis;the seventh part is the conclusion and suggestion.