中海集运一体化营销战略的落地实践

Experience in Implementing Integrated Marketing in China Shipping Container Lines

以中海集运提出的一体化营销战略为基础,着力于开拓长江经济带内市场,并力争扩大集团在市场上及客户中的影响力。牢牢抓住长江的区位发展优势和产业转移优势,重点围绕长江市场的特点,结合网点分布、市场发展以及客户结构,从管理一体化、营销一体化、服务一体化等着手,切实践行"网络化营销,一体化服务"的经营理念。结果表明:在增长的数据上收到显著效果。

The strategy of implementing integrated marketing is carried out in CSCL for strengthening the competition power and the market influences, and developing business in Yangtze river economic belt. This paper analyzes the market situation, customer characteristics, the business network, and particulars of Yangtze river region, and works out an scheme of integrating management, marketing and services. The increase of the number of containers proves the effectiveness of the integrated scheme.