Research On The Marketing Strategy Of COSCO SHIPPING’s Container Transportation

Container transportation refers to a relatively common mode of transportation that uses large containers such as containers as carriers to assemble goods into cargo units.After about 60 years of development,container transportation has become an important component of modern logistics development,and its characteristics are green,Environmental protection,pollution-free,low loss of goods,high degree of standardization,high loading and unloading efficiency,etc.,play an important role in promoting economic development.This paper combs through domestic and foreign research literature,studies the problems existing in COSCO Shipping’s container transportation service marketing in the South China market,finds out the crux of the problems,and puts forward opinions on optimizing the company’s South China market container transportation business strategy on this basis.And suggestions.Based on the marketing mix theory,this article analyzes the current marketing status of the container shipping business of COSCO Shipping Container Lines South China Division and finds that the company currently has the following problems in marketing: problems in product management and development,lack of prices Problems such as flexibility,lagging development of online marketing channels,backward promotion methods,insufficient service awareness,and failure to realize service visualization.In order to further improve the service marketing of the company’s container shipping business,the PEST analysis method,Porter’s five forces model analysis tools,combined with the macro external environment and internal environment faced by the company are analyzed,and the company’s route,space,and human resource management are analyzed.,Financial management and core competitiveness analysis.It is found that opportunities and risks coexist in the development process of the company.Therefore,in the future development of the company,it should combine STP marketing theory,segment the market,and then select the target market;combined with the service marketing mix strategy,from product,price,channel,Promotion,service and other aspects to make optimization suggestions.Finally,formulate scientific and effective related transportation service marketing strategies to implement safeguard measures to improve the company’s quality in terms of promoting employee growth,strengthening risk management,focusing on service improvement,and tapping potential high-value supply.The research topic of this article is COSCO SHIPPING’s container transportation service marketing strategy.Through the analysis of COSCO SHIPPING’s container transportation South China branch,we hope to find out the shortcomings of the company’s current marketing strategy,and then come up with useful optimization suggestions to promote The development of the company’s transportation service business has helped enhance the company’s market competitiveness.At the same time,it also provides a reference for the management of the container transportation business marketing strategy of other shipping companies in my country.