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, is provided by the price,the place and promotion to discuss the strategy of market marketing.
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, is provide by 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 |
