The Study On Marketing Strategy For Shipping Agency Services Of TS Company

Since 2013,China’s shipping agency service industry has entered a stage of all-round prosperity and become one of the countries with the most development potential in the world.With the increasing demands of the people and the support of the national trade policy,the shipping market has developed up and down,and the development of China’s shipping agency service industry has become an indispensable core component of the trade service.Where opportunity exists,threat often accompanies it.Many shipping agency enterprises constantly emerging and growth,,but because of opportunity amplification,more and more competitors enter,makes the increase in the number of shipping agency enterprises and industry competition is escalating which made the shipping agency industry has entered the white-hot degree,shipping agency industry also gradually pushed into hot tuyere,to be a "red sea" industry.If the marketing management is not appropriate,it will affect the normal continuous operation of the enterprise,therefore,review of the marketing management problems of the enterprise timely,and find the appropriate marketing management methods for the future survival and development of the enterprise is very important.This paper will take the marketing of TS company’s shipping agency service as the research background,and put forward the problems existing in the marketing of TS company’s shipping agency service,such as lack of service creativity,inflexible pricing,service inconvenience and lack of marketing communication skills.How to combine the external environment and the internal environment of the company to use the feasible marketing strategy to solve the marketing dilemma and help TS Company to better improve its marketing strategy?This paper first introduces TS company background,including its basic situation,business composition,development status,research purpose and significance,research ideas and methods;secondly,through consulting the relevant journals and books on marketing theory and literature on ship agent marketing strategy,this paper analyzes the PEST,market positioning,4Cs marketing theory,and shipping agent marketing strategy research The literature review is conducted in the aspects of research,which lays the foundation for the research methods of the following paper;thirdly,through the analysis of the macro environment of TS Company,the paper analyzes the political,economic,social and cultural and technical environment,and analyzes the competition situation and the market demand of TS Company;from the internal resources and capabilities of the enterprise,through SWOT,the external opportunities and threats of TS Company are analyzed The internal advantages and disadvantages are analyzed,so as to construct the SWOT Matrix,find out the strategy that conforms to its marketing development;then analyze the market position of TS Company from market segmentation,target market selection and target market positioning;finally,through the above analysis,aiming at the problems existing in TS Company ship service marketing,4Cs marketing theory is used to analyze the service product strategy and customer strategy respectively The marketing strategy of TS shipping agent service is proposed in terms of perceived cost,customer convenience and marketing communication promotion,and the implementation process is proposed,such as examination of marketing plan,coordination of financial budget plan and clear internal marketing accusation to guarantee the implementation of the scheme,and the guarantee measures from system,personnel,internal part control,capital and follow the policies of government.This paper hopes that the research on the promotion strategy of shipping agent marketing in TS Company can help solve the marketing problems of shipping agents and help them develop healthily.At the same time,I hope that the research of this paper can be a positive reference for other similar enterprises’ shipping agent marketing management.