港口市场营销策略

港口市场营销大致经历了三个阶段:一是计划经济体制下的以产定销。二是推销阶段。各个港口经营人员四面出击,承揽货源。三是市场营销阶段。开展市场营销工作是港口自身发展的需要。要有效实施市场营销,关键在于选择正确的符合实际的营销策略。成功的市场营销有赖于产品、价格、地点(渠道)、促销等营销组合因素的综合运用。     

港口企业市场营销策略在发展航运中心中的先进意义

分析了市场营销策略在港口企业中的特点,以及港口企业市场营销管理的现状,就如何做好市场营销管理工作,提出一些意见.     

港口企业市场营销策略在发展航运中心中的先进意义

分析了市场营销策略在港口企业中的特点，以及港口企业市场营销管理的现状．就如何做好市场营销管理工作，提出一些意见。     

港口企业要重视建立中小客户市场营销渠道

<正>一、我国港口企业的市场营销发展历程港口企业为客户提供的是劳务性服务,而不是物质化的有形产品,因此,其市场营销的方式与产品企业有着根本的不同。我国港口企业的市场营销方式大致经历了3个阶段:一是计划经济体     

港口企业中小客户营销渠道拓展建议

为推进我国港口企业进一步发展,分析我国港口企业市场营销发展现状,认为在当前国际金融危机背景下,港口企业有必要建立为中小客户服务的市场营销渠道,提出建立物流企业、货物交易市场、内陆无水港等建议。     

广州港营销术初探

八十年代，为解决交通基础行业在国民经济中的“瓶颈”难题，我国沿江沿海地区大力兴建码头，造成了港口总体通过能力大于货物流通量的局面，导致港口行业竞争激烈，形成了买方市场。这时，组货——港口营销手段之一。就成了港口的头等大事，市场营销观念和市场营销哲学悄然融入了港口的各项决策中。     

港口市场营销组合策略探讨

按照市场营销理论认真研究和分析港口企业如何制定产品、价格、促销、服务质量等策略 ,从而提高港口的社会效益和经济效益 ,使港口在市场竞争中立于不败之地     

港口建设项目管理需要引入投资风险预警机制

针对当前我国港口建设中出现的“过热”及全国范围港口吞吐能力不足的表象,从港口建设理论需要进一步完善的角度提出构建区域港口建设项目投资管理机制的设想,对开展区域港口建设项目投资风险预警管理研究的目的、对象、步骤以及开展研究的意义进行了归纳和总结。     

日本地方港对中国的港口营销

日本有外贸集装箱班轮航线的港口达到62个，其中8个为主要港口（八大港），此外的称作地方港。日本海事新闻社从2001年起对全国的港口管理者等就国内外的港口营销情况进行市场调查。据调查结果。在地方港中对中国港口（含香港）进行市场营销活动的，这5年间经常在20个以上。日本地方集装箱港的数量。期间已从45个以上增加到54个。地方港中的约一半对中国进行港口营销。     

集装箱码头VIP客户进口重箱提箱业务优化

<正>集装箱码头进出口业务具有周期性和不均衡性,码头的市场营销战略一般具有相对稳定性。客户的相对稳定性和利益共同体是码头制定市场营销管理战略时考虑的重要方面。在后危机时代经济不景气和港口利润空间收窄的背景下,集装箱码头的市场营销战略应进行相应调整。区域性大港VIP客户业务和费收管理策略不仅对本港口当前业务     

金融危机下国内船舶配套企业营销对策研究

全球性金融危机对国内船舶配套行业产生巨大冲击,国内船舶配套如何走出困境成为普遍关注的问题.在分析金融危机对船舶配套企业影响的基础上,指出了船舶配套企业面临交货难、产能过剩和低价竞争等营销困境,并从市场监控、客户管理、产品组合优化、价格竞争和服务与渠道开拓等五个方面给出了相应的营销对策.     

清单计价模式下建筑工程招投标价格形成机制变革

当前建筑市场实行工程量清单计价模式,但工程量清单计价只是通过市场竞争形成交易价格的技术手段,并非推行工程量清单计价就一定会形成合理的市场价格,从而有效地配置资源。结合建筑工程价格形成机理,从当前建筑市场典型现象人手,深入分析了建筑交易市场中工程价格形成过程中深层次原因,进而提出了相应的变革措施。这些措施对于形成统一、开放有序、高效的建筑市场具有积极的实践意义。     

海事电子产品销售和售后服务网络的建立及策略

从理论上分析海事电子产品销售网络和售后服务网络的重要性、多样性和销售网络建立的原则、目标。深入分析成功案例（AIS ClassA船载应答机的销售和售后服务网络建立及策略）,其中内容主要包括产品市场容量、产品销售的特点、建立产品销售网络的战略意义、销售网络构架、销售网络机构职责、开发销售网络的策略、建立售后服务网络的分析,将理论用于实践,从实践中总结理论。     

关于网络性产品的兼容性和价格动态选择问题的研究

网络性产品的兼容性和价格是网络性产品的生产企业经营决策的重要方面。本文从需求出发,考虑产品的网络效应、兼容性以及价格,推导出需求函数。考虑网络性产品市场的实际情况,建立了企业动态选择产品兼容性和价格模型的3种形式,并用逆向归纳法进行计算,而且对第3种形式进行实例分析。     

关于网络性产品的兼容性和价格动态选择问题的研究

网络性产品的兼容性和价格是网络性产品的生产企业经营决策的重要方面。本文从需求出发，考虑产品的网络效应、兼容性以及价格，推导出需求函数。考虑网络性产品市场的实际情况，建立了企业动态选择产品兼容性和价格模型的3种形式，并用逆向归纳法进行计算，而且对第3种形式进行实例分析。     

Some current aspects of marketing in the near-sea ferry and liner trades with particular reference to the lrish Sea

The marketing of ferry services has almost unique characteristics but little literature exists in this field. This paper is the result of a preliminary investigation, based on a series of interviews, into some current aspects of marketing on the Irish Sea. The study considers three services types: container; freight only; ro-ro and multi-purpose ro-ro.

The complementarity, or otherwise, of carrying passengers and freight together is debated, as is the organizational conflict or confusion that may arise from this type of operation. The need to adopt different marketing strategies in the freight and passenger markets is derived from consumers' different buying behaviours. The sometimes contentious relationship between product differentiation and market segmentation strategies is explored and definitions provided. Both market coverage and specialization strategies are found in the ro-ro industries and the more competitive segments are identified. Using 'purpose of travel' as the basis for segmentation, potential growth segments of the passenger market are identified. The marketing strategies employed by the freight industry are less apparent, although segmentation does seem to play a major role in the identification of target markets.

The study indicates the extent to which shipping companies on the Irish Sea have adopted the marketing concept and that scope still exists for them to make greater use of this fundamental business philosophy.     

The vertical disintegration of ship management: choice criteria for third party selection and evaluation

An assessment of the rationale for the vertical disintegration of ship management suggests that there might be compelling economic benefits for the separation of ownership from management. In this context, as a means for developing effective marketing strategies, it is important for ship managers to know the criteria used by current and prospective clients for ship manager selection and evaluation. The aim of this paper is to empirically identify the dimensions for ship manager selection and performance evaluation and their relative importance and to discuss the implications for marketing emanating from such an assessment. The methodology adopted includes the collection of secondary and primary data, both from ship managers and their clients, using interviews and a mail survey. The results indicate the prevailing importance of certain dimensions in selection (e.g. technical ability, reputation, competency) and evaluation (responsiveness, trustworthiness, technical ability), whereas it also found that price alone is not perceived to be as important in ship manager selection. It is concluded that placing emphasis on such dimensions in the formulation of a marketing strategy will contribute towards the attraction and retention of clients, whereas cost-cutting measures to allow price reduction, as well as advertising, will be ineffective over the long term.     

The vertical disintegration of ship management: choice criteria for third party selection and evaluation

An assessment of the rationale for the vertical disintegration of ship management suggests that there might be compelling economic benefits for the separation of ownership from management. In this context, as a means for developing effective marketing strategies, it is important for ship managers to know the criteria used by current and prospective clients for ship manager selection and evaluation. The aim of this paper is to empirically identify the dimensions for ship manager selection and performance evaluation and their relative importance and to discuss the implications for marketing emanating from such an assessment. The methodology adopted includes the collection of secondary and primary data, both from ship managers and their clients, using interviews and a mail survey. The results indicate the prevailing importance of certain dimensions in selection (e.g. technical ability, reputation, competency) and evaluation (responsiveness, trustworthiness, technical ability), whereas it also found that price alone is not perceived to be as important in ship manager selection. It is concluded that placing emphasis on such dimensions in the formulation of a marketing strategy will contribute towards the attraction and retention of clients, whereas cost-cutting measures to allow price reduction, as well as advertising, will be ineffective over the long term.     

Short-term liner shipping bunker procurement with swap contracts

The bunker price fluctuations in recent years have severely threatened the stability of liner shipping companies’ operations. As an efficient countermeasure, the swap contract is widely adopted throughout the liner shipping industry to hedge the procurement risk resulting from the bunker price fluctuation. This paper looks at the short-term liner shipping bunker procurement problem with swap contracts (BPPSC), aiming to optimally plan the amount of bunker purchased from the spot market and the amount hedged by the swap contract for several months ahead. This BPPSC is first formulated as a bunker procurement cost mean-variance minimization (MVM) model, and is subsequently solved using a tangible two-step approach developed in this study. In the first step, the movements of the swap contract price and the spot market price of the bunker are described using a calibrated multivariate generalized autoregressive conditional heteroskedasticity (mGARCH) time series model. In the second step, the MVM model is approximated and solved by a price scenario tree constructed from the mGARCH time series model. A numerical example shows that the risk hedging strategy obtained can simultaneously control the bunker procurement cost as well as the procurement risk from price fluctuations. This article is a revised and expanded version of the abridged eight-page paper entitled ‘Optimal hedging for liner bunker procurement’ presented at ‘2015 International Conference on Logistics and Maritime Systems (LOGMS 2015)’, Hong Kong, 27–29 August 2015.     

Understanding the ocean container market—a seven country study [1]

Carrier selection criteria have been an issue in carrier marketing since the 1970s. Investigator location and interest has usually limited customer surveys to one geographic market. Market characteristics—differing purchase and service characteristics—have led to model seperation in the studies undertaken and sample size has constrained most researchers to reporting results as though customers were homogeneous in their needs. This has resulted in price versus service debates with conflicting conclusions. This paper explores the differences in the importance of various ocean container carrier selection criteria on the North Atlantic route for discrete geographic and customer segments. The paper reviewss the carrier selection literature and notes that carrier selection research to date has generally suffered from one or more of three problems: (1) because the research has focused on criteria 'importance', it has not identified determinants of purchase behaviour, that is, the 'salience' of different criteria; (2) the research has had sample size problems leading to the need to assume that the market is homogeneous or, less acceptable, that importance ratings will identify usable segments via factor analysis; and (3) carrier perfomance evaluation in conjucation with determinant criteria has largely been ignored. The paper focused on the problems surrounding the second of these by evaluating the relative importance of various service attributes for different geographic and customer dimensions. The paper concludes that the market is definitely not homogeneous in its requirements of carriers and that different elements surface as important both in identifiable geographical markets and customer groups. It also draws a number of conclusions about carrier choice in future and the implications for academic research.