The Research Of STW Warehousing (F.E.) Pte LTD For Reconstruction Of Marketing Strategy In China

The bonded warehousing logistics is an important third-party service link in modern bulk commodity trade.It not only provide the specific work of bulk commodity storage and transportation,etc.,meanwhile also plays a role in the high-speed development of trade,finance and other related industries,more added value added features.STW Warehousing(F.E.)Pte.,Ltd.,as a business organization of STW Warehousing Group with 171 years of industry development history,has been continuously integrated into and extended to the local commodity bonded warehousing logistics industry in the past 34 years.In the variety field and level,as a registered delivery warehouse at the London Metal Exchange(LME),which was the first to enter Asia,has achieved remarkable development achievements in the industry.At the same time,as the first internationally renowned commodity warehousing enterprise to enter the Chinese mainland market,in 26 years of continuous exploration and development,it gradually understood the characteristics and potential of the Chinese mainland market,with its professional services,neutral and credible market identity and advanced business philosophy has won the recognition and respect of the customers in the mainland China market.The main service industry of STW warehousing in mainland China is the non-ferrous metal industry.As the main commodity trade products of the global economy,the non-ferrous metals have been greatly affected and affected by the global economic crisis in 2008.With the frequent fluctuations in the market price of non-ferrous metals and China’s own production capacity increased,the overall import and export trade volume of China’s non-ferrous metals industry began to slow down.This year Sino-US trade war and the instability of the exchange rate have brought many uncertainties to this industry.Speculating on the changing macroeconomic environment and market conditions has brought new opportunities and challenges to the ever-changing STW warehousing.This thesis analyzes the external and internal environment of STW Warehouse(F.E.)Pte.Ltd.,and finally puts forward the conclusions and implementation safeguards of marketing reengineering.At the beginning of the thesis,the related theory of bonded warehousing logistics is first explained.After that,it analyzes the external and internal environment of STW warehousing in the Chinese mainland market,analyzes and confirms the company’s advantages in resources and capabilities,but also points out obvious deficiencies.Then,using the PEST model to analyze the company’s external macro environment,using the Porter 5 force model to analyze the company’s industry environment,using SWOT analysis to study the company’s marketing strategy characteristics,using 4P theory analysis to sort out the company’s marketing strategy characteristics.Finally,the problems that should be solved in implementing the strategy reconstruction and related implementation safeguards are proposed.The research in this thesis re-examines the objective external environment changes,evaluates the pros and cons of the enterprise,and seeks the reconstruction of marketing strategies through scientific theory analysis,so that international warehousing enterprises can solve the current problem in Chinese mainland market.Meanwhile,for the similar international warehousing and logistics enterprises entering the Chinese market,they have certain reference to the changes in similar situations.Besides it,this study is a useful exploration and attempt of the industry that has positive significance for the promotion of optimization and progress of industry marketing practices,and the improvement of the matching between industry marketing strategies and market development.