| Since China joined the WTO in 2001,China’s international trade import and export industry has developed by leaps and bounds,and the international freight industry has also developed by leaps and bounds.However,in recent years,the external environment is changing and the international policy is changing rapidly;The international freight industry has serious product homogenization,fierce competition and uneven service level;The impact of the COVID-19 in 2020 resulted in a shortage of shipping resources and rising freight rates;Shipping companies and large international freight forwarders continue to update their platform advantages,the phenomenon of undermentioned is serious,and the living space of international freight companies is further shrinking.Facing a series of opportunities and challenges,how to do well in marketing is particularly important in the international freight industry.This thesis takes the marketing strategy of A international freight Co.,Ltd.as the research object.Based on the theories of marketing strategy,service marketing and relationship marketing by various researchers,using data analysis method and literature research method,through the research and analysis of the basic situation,internal and external marketing environment and current marketing strategy status of a international freight Co.,Ltd.,it is found that the main problem of a company is single product,For a series of specific problems such as unclear market position,insufficient core competitiveness and chaotic customer management,we fully analyze the reasons behind them and formulate clear market strategies and guarantee and improvement measures according to the current market situation and enterprise situation.In terms of strategy,it mainly expounds and formulates the market positioning strategy,7Ps,promotion strategy,customer management and other aspects,and guarantees the measures formulated from the aspects of communication,perfoprmance gurantee,risk management,and financial guarantee.Through these,this thesis studies and practices the marketing strategy of A international freight Co.,Ltd.,and finally helps a international freight Co.,Ltd.improve the existing problems,break through the existing performance bottleneck,and update the marketing strategy to adapt to the development of the times and the market. |
