《Exploring New Lines Promotion Scheme to Increase Sales Volume.doc》由会员分享，可在线阅读，更多相关《Exploring New Lines Promotion Scheme to Increase Sales Volume.doc（28页珍藏版）》请在三一办公上搜索。
1、Exploring New Lines Promotion Scheme to Increase Sales Volume Submitted by Cao ZhenhuaStudent ID number 072092540006Supervised by Jiang YunA paper submitted in partial fulfillment of the requirements of the degree of Bachelor of ArtsThe Institute of Online EducationBeijing Foreign Studies University
2、北京外国语大学网络教育学院学士学位论文诚信声明本人郑重声明： 所呈交的学士学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。论文所涉及的项目为本人亲自负责或者参与实施的项目。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过的作品成果。本人完全了解本声明的法律结果由本人承担。学士学位论文作者签名： 曹振华日期： 2011年 05 月 31日摘要厦门诚达运通国际货运代理有限公司青岛分公司于2007年7月1日在山东青岛正式成立。近年来，随着公司业务量的迅猛增加，为了公司战略发展的需要。青岛分公司逐步与越来越多的船公司签订协议，成为多家船公司的代理。除了之前的南美轮
3、船, 伊朗国航，以及德祥航运三家代理，公司于2010年新增加了两个船公司代理，由于是新代理，现在知道我们公司代理这两家船司代理的客户还比较少，现有的配这家船公司的货量中，通过我们公司配的货量在这两家船公司的主要代理中，所占的比例还很少。作为新航线的负责人，我需要尽快想办法发展新航线，获得更多的出货量，增加公司利润和公司的综合竞争力。通过对公司新航线的不断宣传与推广，在一年半左右的时间内找到发展这两条新航线的方向，使这两个航线上的业绩量有明显提高。由最开始的一个月0-10个TEU到最后每个月四十TEU以上。每个新航线，月平均业绩提高到一万五以上。由于营业额与促销和客户服务密切相关，因而本论文认为
4、要提高新航线的订单量就必须加大航线的广告宣传和提供更好的营销服务。具体的营销方式设想为通过在各大行业刊物上发布广告，用AO-FAX系统发送传真做宣传，通过航线人员到各个代理公司实际拜访，提供增值服务的促销手段。以期探索出一套能有效的将我们公司的新航线推广到直接贸易客户和其他二级，三级代理的方法，提高公司整体业绩。本论文前期问卷调查，特别是航线优势调查、SWOT分析法等研究方法找出提升客户服务的途径，并制定相应的新航线宣传的计划和方向。中期在网上，青岛航运交易所，青岛航务，航务公报上做广告宣传，去其他代理及贸易公司做登门拜访等形式来扩大市场对新航线的认知。目标是通过项目的实施，为业务员的报价和与
5、客户的沟通构建一个新的强有力的平台，节约他们与客户之间沟通的时间，最终提高新航线的竞争力，获得公司整体货量和利润的增长。同时，可以增加SAF和EMC这两个船公司在市场上的宣传力度。增加他们在整个货代行业中所占的份额。从而影响青岛货代行业里，各个船公司之间的客户重新分配。关键词：航线宣传推广；客户服务；货量及利润；AbstractThis dissertation presents a detailed report of a project implemented to solve the problem of continual complaints from our customers a
6、bout our inexperienced staff and their failure of providing the promised services. Based on the hypothesis that good customer service and products promotion will help to prompt our products. A two-week training course was launched to improve our customer service. Scientific research methods of custo
7、mer survey and products promotion were used in the identification and analysis of the problems. Methods of SWOT analysis were also adopted in the design, implementation and evaluation of the project. With the efforts of all our project members, we achieved our final goal successfully. New employees
8、are satisfied with the training arrangements and the course design. They are not only well equipped with professional knowledge but also improved their natural abilities. The old sales are pleased to save their time to develop new clients and maintain relationship with existing customers. Our custom
9、ers are also satisfied with our staffs improved performance. The results of the project prove that good customer service will help to prompt our products and got more bookings to improve our trade volume and profit. Key words: line promotion; customer service; trade volume and profit; Table of Conte
10、ntsPages1. Project Introduction 12. Project Problem Identification and Analysis2 2.1 Project problem2 2.2 Problem analysis 2 2.2.1 Companys current situation 2 2.2.2 Needs and wants analysis 3 2.2.3 SWOT analysis 4 2.3 Results of problem analysis53. Project Objective and Hypothesis5 3.1 Project obje
11、ctive5 3.2 Project hypothesis54. Project Rationale65. Project Design 7 5.1 Project Schedule75.1.1 Activities planed to take place75.1.2 Critical path of the planned activities75.1.3 time-scale of activities 5.2 Cost Analysis7 5.3 Risks Analysis8 5.4 Risk defense86. Project Implementation8 6.1 Genera
12、l introduction of time, place of project implementation.8 6.2 The working steps of implementation9 6.3 Monitoring and evaluating107. Results and Discussion11 7.1 Results11 7.2 Discussion128. Conclusion14Bibliography15Appendix I. Customer service Questionnaire 16Appendix II. Products promotion reques
13、ts Questionnaire 17Exploring New Lines Promotion Scheme to Increase Sales Volume1. Introduction Cargo-Logistics Co., Ltd. Qingdao Branch was set up in July 2007. Qingdao is noted for its convenient sea port with the third biggest handling capacity in China, making it significant in the ocean shippin
14、g field. With rapid business increase in recent years, Cargo-Logistics becomes a sole agent for many carriers such as CSAV, HDSLINE, TSL line and others. Recently Qingdao branch signed new contracts with two new carriers in early of the year 2010, SAF marine and Evergreen line. However, the forwardi
15、ng volume of the two new lines remain low. As the line representative for the two new lines of our company, in order to better promote the new flat for our sales and customers, it is my responsibility to conduct effective marketing campaigns for new lines development. It is generally believed that p
16、roducts promotion will help the new lines development. For sales promotion, the most important thing is to provide good customer service and a large number of dissemination. We implemented a project to solve the problem of continual complaints from our customers about our inexperienced staff and the
17、ir failure of providing the promised services. Based on the hypothesis that good customer service and products promotion will help to prompt our products. A two-week training course was launched to improve our customer service. Scientific research methods of customer survey and products promotion we
18、re used in the identification and analysis of the problems. Methods of SWOT analysis were also adopted in the design, implementation and evaluation of the project. With the efforts of all our project members, we achieved our final goal successfully. New employees are satisfied with the training arra
19、ngements and the course design. They are not only well equipped with professional knowledge but also improved their natural abilities. The old sales are pleased to save their time to develop new clients and maintain relationship with existing customers. After our available sales promotion, our custo
20、mers are also know our new lines, at the same time, satisfied with our staffs improved performance. Customer service Questionnaires will be distributed among the sales and some customers who used to complain our clerk to collect information on Ocean Exp Documentation Clerks customer service level. T
21、hrough it we can find which point our Clerk should do to improve their service. Customer feedback Questionnaires will be distributed to the customers who used to complain our clerk to see if the customer service is better than before.The project is designed that, after several months, the bookings o
22、n the two lines will increase. There are too many uncertain facts which influence the import and export quantities of international trade, also the container type and different profit between agents and direct customers. The data shows a limited result. We will observe the data in the future to find
23、 a more exactly results.2. Problem Identification and Analysis2.1 Project ProblemCargo-Logistics Co., Ltd. Qingdao Branch has signed contracts with two carriers: SAF and EMC late 2010. Since these two carriers are new to the company, it is the responsibility of the line sales reps to expand the busi
24、ness volume of the lines for these two consignees. However, expanding business and to design new logistics lines for new carriers are no easy job. It is not only related to the marketing of the new lines but also to the attraction of new agents. The problem of the project is thus to be focused on al
25、l sides related to the new logistic lines. The most pressing task is the low booking of the new lines. The starting carrying volume of the new lines for the first two month is just below 5 TEU. 2.2 Problem AnalysisTo better understand the problem of the new line, the author conducted a SWOT analysis
26、, comprised of a situation analysis of the companys new line in general, a needs analysis of the key factors concerning the line development, and a SWOT profile summarizing the new lines advantages and disadvantages. 2.2.1. Situation Analysis of the new linea) Physical resourcesWith the development
27、of China economy, the ports have been developing rapidly. As one of the main ports in China, Qingdao ports development is very important for the development of China economy. HongKong Middle Road is the main Business gathering area. Our company located in Top YiHe International 10 HongKong Middle Ro
28、ad, Qingdao China. So the location of our company is very good. Our management team has good relationship with the leader of SAF and EMC. Meantime, there is only a few agents as Safmarine Container Lines NOVCC in Qingdao. EMC has a very good service. We decide to sign a contract as the two new carri
29、ers. But, we start too late as the agent of the new lines. And, we are just as an agent of part line the carrier EMC. Besides, the price of Safmarine Container Lines is always too high compared to the other carrier. We are the agent for other three carriers. So, sometimes, sales may put the order on
30、 the other carriers to get much more revenue.b) Human resourcesThe Qingdao branch has 18 qualified staff working in 4 departments: finance department, line department, sales department, customer service department. Except finance department, the other 3 departments can provide the new line to both r
31、egular customer and potential customer. In addition, our company is an integrative corporation. We set up our branches in each of the Chinese main port with specifying in warehouse, transportation, depot, the customs clearance, international freight, air business, import distribution and other relat
32、ed integrative logistics service. There are nearly 300 people staffs to provide rather professional service in the main port city. In Qingdao branch, I think the customer service attitude is good, just lack of skill and method somtimes. No enough customer service people in the company. c) Financial
33、resourcesThe Qingdao Branch has other flat of the other three carriers which usually contribute about RMB1, 300, 000 per month. Now all the facilities are good, so there is no need for us to update the fixed facility this year. Now we have advertized our advantage line on some network station. Also,
34、 we have an AO-FAX system. There are large number of loyal customers who use the existing lines of our company. At the same time, our company has a lot of international trade company customer information. We can save time and money on new customer developing for the two new lines.d) PEST analysisChi
35、na has a stable political, economic, and social environment. The government encourages developing international trade. As the service industry to international trade, there is a broad prospect in forwarding field. The world needs communication, we need communication. The trade between the different
36、countries will not still, forwarding will last long. The people in the world needs to mutual exchange of needed products. Using the professional agent handling the order to save cost will be must. As a result, about 5000 forwarding company stand tall and upright in Qingdao. Our Qingdao branch is fac
37、ing both opportunities and challenges during the economic crisis. To cope with the rapid development of the forwarding market, Our Qingdao branch must take action to solve the problem to make the new flat become a competitive line in this city. Otherwise, it would be left out of this fiercely compet
38、itive market. Policy reduces some products tax refund. We faced with the risk of lower trade volume2.2.2. Needs and wants analysisA market research project looking for factors affecting the order quantities to the new lines should be showed through a needs analysis of the promotion ways and means. T
39、he goal is to find out more useful product promotion can help us to get more orders on the new line.First, a questionnaire was designed covering aspects that were thought to be included in a market survey of product promotion. Then the forms were distributed to the line department and sales departme
40、nt of the Qingdao branch. In about two weeks, all 10 forms were returned to the front desk. They were sorted according to the subjects department and then analyzed. (See Appendix II)2.2.3 SWOT ProfileBased on the results of situation analysis and needs analysis of our companys new line, the author c
41、ame up with the following SWOT profile: StrengthsWeaknesses Good location Large number of loyal customers who use the other line of our company. AO-FAX system A lot of customers contact information. Good service attitude Good facility. Only a few agents as Safmarine Container Lines NOVCC in Qingdao.
42、 The carrier EMCs good service. Our management team has good relationship with carriers leader. Start too late as the agent of the new lines. We are just an agent as part line of EMC. No enough customer service people in the company. The price of Safmarine Container Lines is always too high compared
43、 to the other carrier. OpportunitiesThreats Lack of orders in the market due to international economic crisis. Policy reduce some products tax refund Bad economic environmentAdd the two new lines as our companys new flat, the goal is to improve the business of the company. To achieve this goal, we n
44、eed to deal appropriately with all of its weaknesses as well as some threats. If we can make good use of its strengths (good location, the loyal customers, AO-FAX system, lots of customers contact information, good customer service team, good facility), grasp some golden opportunities (only a few ag
45、ents as Safmarine Container Line NV in Qingdao, the carrier EMCs good service, good relationship, lack of orders in the market due to international economic crisis ), and overcome its weaknesses (late to be the agent of SAF, just be agent for part of EMC line, competition in company), its business w
46、ill definitely improve.The immediate objective of this project is to define the key factors causing the new lines present problematic situation. Market research on sales and line representatives order quantities on the new line plans seems to be a good start. The budget for market research will ensu
47、re that we reach the large number of orders improvement with our survey. Based on the results of the needs analysis conducted among the sales and line representative, the project will focus on doing a large number of product promoting, how many new customers we will contact, how many fax we will sen
48、d to the customer colony, how many new agent we will to visit, how many network station we will sign our companys information and contact information on and how many complaints the customers given. At last, we will find the result by a Customer feedback survey. Through analysis of the result, we will find that the cust
