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Port marketing in a logistics-restrutured market environment
Abstract
This paper bases on port characteristic,to use the market
marketing theory,has analyzed 4p factor in the market marketing
process.To discussed the main question of a port marketing.From
the product, the price,the place and promotion to discuss
the strategy of market marketing.
The tentative table of content
1. Introduction
2. General theory of a logistics-restrutured market environment
3. port marketing
3.1 the role of ports in the logistics market
3.2 the opportunities of ports in the market
3.3 the potential of ports in the market
3.4 Changes of market environment
3.5 Ports service
3.6 Conclusion
With the changing of world market environment, seaports inevitably
develop and the main function, especially economic function,
of any seaports inevitably changes to meet the demand of world
market. Therefore, the economic functions of seaports are
not only transportation and storage and other basic function
of seaports, but also value-added logistics, stimulate corporate
profit and so on. Hence, partly, ports competitiveness is
induced by these kinds of economic function.
4. How to achieve this marketing
According to JohnB.Mckitterick(1975) offered "marketing
concept"
The marketing has 4 factors: Product, Price,Place,Promotion
4.1 Port product( port service is product)
4.2 Price (Price strategy not only consider provides the greatest
value service for the customer which its expected also must
for the port own create maximization benefit. Not only must
consider the government policy but also consider the market
competition and own strength)
4.3 Place (port logistics enterprise's distribution channel
is different with other production enterprice,its distribution
channel realizes through the port service, and it is related
department.To establishes the multi-channel marketing network,thus
provides diverse, personalized logistics service for customer)
4.4 Promotion(Alone with competition between port enterprises,the
brand,a intangible asset more and more has been taken by the
enterprise.
4.4.1 brand promotion
4.1.2 integrated promotion
4.5 Necessity of port marketing
4.6 The main question in a port developes the market marketing
4.7 Marketing strategy
From the 4 factors Product, Price,Place,Promotion introduce
5. Conclusion
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