Research On Marketing Strategy Of H International Freight Forwarding Company

As the primary choice of international trade cargo transportation,more than 80% of cargo containers choose ocean transportation.The development degree of ocean transportation industry is an important reflection of a country’s foreign trade level and Marine economic competitiveness,and reflects its important position in maritime transportation.In recent years,with the rising of the China’s status in the international trade,business environment optimization,a handful of international forwarding agent in China in the shipping market has formed a strong comprehensive competitiveness and brand influence,but most domestic freight forwarding business for small and medium-sized enterprises with international freight enterprise also has the very big disparity on the scale,facilities and technology,Especially in the marketing level,there are many problems to be analyzed and solved.In this paper,QH International freight forwarding company as the research object,combined with management related theoretical knowledge,PEST analysis tool to analyze QH company’s external marketing environment and internal marketing environment,and the use of literature and SWOT analysis method to analyze the external opportunities and threats,internal strengths and weaknesses.The STP method is used to analyze the current situation of enterprise target marketing.On this basis,using the 7PS theory analysis about the present situation of enterprise marketing mix strategy,and combined with the author engaged in internatinal freight forwarder marketing experience of the actual work,the research interview method,on-the-spot investigation method is adopted for interviews with top companies in the same industry senior management,and summarizes the QH company exist in the shipping market marketing opportunities and are faced with the problem to be solved,The key points include: through STP analysis,the problem of enterprise market positioning,resulting in the reduction of enterprise shipping market competitiveness,affecting the survival and development of enterprises;Using the product strategy of 7Ps theory to analyze the problem of product mix,the contradictions between short-term interests and long-term planning are found.The analysis of price strategy and comparative analysis shows that the company’s existing shipping price does not occupy a dominant position in the market competition,and the analysis of distribution strategy shows that the company’s marketing channel is lack of diversification.The analysis of personnel strategy results in the shortage of customers due to the shortage of talents in marketing.Based on these problems and causes,this paper puts forward the following improvement measures: first,in the market positioning,the company’s original European and American routes are taken as the core and main routes,and then the Southeast Asian routes are taken as auxiliary routes and along with the relevant port goods to ensure that the company can still operate normally even when the macro external environment is sudden;The second is to flexibly replace the neighboring ports in terms of price,and to attract customers by rewarding old customers with preferential policies.The combination of online and offline channels;Third,the personnel to strengthen the training of practitioners and enhance the encouragement mechanism,so as to improve the decision-making ability of marketing personnel to enhance marketing strategy;Fourth,process management in-depth understanding of customers and combined with the enterprise’s own conditions to customer needs to customize legal,compliance,feasibility program,and focus on every detail of the service process,timely give corresponding operation suggestions.Finally,it promotes the feasible development of QH company’s marketing strategy from the aspects of fund guarantee,talent guarantee,organization guarantee,information guarantee,marketing customer service consciousness and so on.