马士基航运长沙分公司湖南区域市场竞争战略研究

【作者】 张倩；

【导师】 王国顺；

【作者基本信息】 中南大学 ， 工商管理， 2012， 硕士

【摘要】 2008年的金融危机给全球经济带来了极大的冲击。这种冲击,不可避免地波及了国际贸易的前进步伐,对于贸易依赖性极高的航运业是首当其冲受影响的行业之一。国际贸易在经历2008年的经济危机后,目前也已进入后危机时代,虽已开始复苏,但仍然面临很多挑战。论文针对马士基航运长沙分公司在湖南区域市场的经营实际情况,研究其如何面对经济等多方面环境的变化,重新整合其内部资源,对其市场经营战略进行科学的调整,发挥自身优势的同时制定和实施新的竞争战略,以推动其在湖南区域市场的进一步发展。论文研究认为马士基航运长沙分公司机遇与挑战并存,为有效地进一步抢占市场份额,必然需要强大的销售和服务网络的支持。实施精细化管理,增加内支线代理,引入竞争,增强自身的议价能力,削弱船代所属货代或物流公司的议价能力,同时也能为客户提高更多内支线驳船的班期选择,提高客户满意度。加强进口,优化出口成本,提高运价竞争力；加强销售团队建设,推进冷冻柜、挂衣柜以及特种柜产品市场。更多还原

【Abstract】 Since2008, the subprime crisis of the USA has broght great attack to the global economy. This attack has unavoidly stopped the paces of the development of the international trade. Shipping trade which relys on the trade was one of the industries that were worst affected by the attack. The international trade was now in the post-crisis area after the subprime crisis of2008. Although it is in slow recovery, there are still a lot of challenges.In this article, the operating status of Maersk Line China Shipping Limited Changsha Branch was introduced. The study was made for Maersk Line Changsha Branch on how to face the complicated situation including economy etc. and how to reallocate the resources of the company itself. The adjustment of the market operating strategy was also studied, in order to make the most of the advantage and make a further development in Hunan province.According to the research done by this article, below conclusions were found. In order to take the market share in Hunan, a big sales and service net must be founded. Fine-grained management need to be carried out. Competition mechanism must be introduced to increase feeder agents. In this case, the vessel voyage schedule would be more plentiful and the satisfaction of the customers would be increased. Increase the import volumn and which would help to bring down the cost of the export. At last, strengthen the sales team and develop more special cargo service like reefer and open top containers.更多还原