Research On The Marketing Strategy Of Container Shipping Companies Under The Sluggish Market Environmen

Container shipping is the product of the development of world’s transportation.Now container transportation is becoming more and more popular in the market because of its efficiency,convenience,safety and environmental protection.The shipping enterprises ordered plenty of vessels during the peak season,which made the capacity increased rapidly.Since 2008,the global economic environment has become deteriorating.The U.S.Sub-prime crisis,the high unemployment rate,frequent European debt crises and lots of natural disasters,all make the trend of world’s economy development slowing down.In addition,global inflation,increasing uncertainty of international trade and other factors have exerted a deep impact on the development of international container shipping market in recent years.With the continuous opening of the shipping market and the increasing degree of marketization,the competition of shipping enterprises is becoming more and more serious.This is both an opportunity and a challenge for shipping companies.Facing with the downturn and severe competition of the market,this paper will study how shipping enterprises can maximum the profit under low market situation by establishing an effective system of marketing and sales strategy based on appropriate theories.This paper started with the analysis on the global economic environment in 21st century.And focus on the market change since 2008.Then,analyzed CMA-CGM marketing environment based on politics/economic/society/technology aspects,together with CMA-CGM Nanjing Branch’s internal information and data to find out and solve the problems.The study based on first-hand information from the company ’s daily business to make comparison of data both transversely and longitudinally.By collecting historical data,especially information on the development of container transportation,company structure,as well as the market share of CMA-CGM Nanjing branch,guided by different theories,such as PEST analysis model,the Pareto principle,Weismann’s marketing strategy,4 p+4 c theory,to find a result on CMA-CGM Nanjing branch’s marketing and sales strategy.The study may help CMA-CGM as well as other shipping enterprises to find out solutions of the marketing and sales strategy under the depressed market environment.It will also extend to container transport enterprises by using strategies to find out how to make profit and enlarge the market share.This paper solving the existing problems and putting forward feasible suggestions in container shipping market.