【作者】 王延秀；

【导师】 徐天芳；

【作者基本信息】 大连海事大学 ， 交通运输规划与管理， 2002， 硕士

【摘要】 本文首先对国际航运市场的概念、特征、我国航运市场现状以及国际航运市场环境进行简单介绍，并通过几种预测方法分析预测出今后几年的运力、运量情况，得出今后国际航运市场的运力将大于运量这一结论。由此提出航运企业采取有效的营销策略非常重要，进而提出了航运市场的营销策略，即产品策略、价格策略、渠道策略和促销策略，并将促销策略分为揽货策略、广告策略、公共关系策略和企业形象策略来介绍。最后根据航运市场本身的特点和航运市场营销的特点，提出了航运市场营销的现代化和网络化两个营销特点，总结出电子商务营销、品牌营销、绿色营销和一站服务营销的现代航运市场的营销方法，以给航运企业在市场营销方面提供一点参考。更多还原

【Abstract】 The paper introduces simply the concept and feature of international shipping market, present situation of Chinese shipping market and the environment of international shipping market, and analyzes and predicts the transport power and capacity in a few years, through it comes to the conclusion that the transport power will be larger than the transport capacity in the international shipping market, points out that it is very important for shipping enterprises to apply market business strategy, points out market business strategy, product strategy, price strategy, canal strategy and advance market strategy, divides advance market strategy into canvass business strategy, advertisement strategy ,public relations strategy, and enterprise image strategy. At last, analyzes the feature of shipping market business by the feature of shipping market itself, then points out the modern market business strategy including electron commercial business, brand business, green business and one station business , gives some consults to shipping enterprises in market business.更多还原