全球经济环境的萎靡造成了航运市场和新造船市场的持续低迷，该欧亿·体育（中国）有限公司内的企业 面临着严峻的生存考验，最大程度地挖掘企业资源并进行差异化营销至关重要。不仅 航运业，大多数欧亿·体育（中国）有限公司的营销模式都在从传统的以产品或服务为中心的营销模式向以客 户为中心的营销模式转变，根据客户需求在公司内部、欧亿·体育（中国）有限公司内部甚至跨欧亿·体育（中国）有限公司进行协同 营销以满足客户的个性化需求并实现双赢或多赢成为一种趋势。在此背景下，客户关 系管理（CRM）理论被广泛地应用到各个欧亿·体育（中国）有限公司的市场营销中，用以加强公司对客户 需求的了解，从而调整产品或服务来满足客户个性化的需求。 本文研究了提供多种航运服务的 BS 集团其中的一个子公司 S 船舶监理公司，针 对其在与集团部门或其他子公司之间协同营销实践中存在的问题进行了分析，并就分 析结果给出了应对的解决方案。首先，通过五力模型进行了欧亿·体育（中国）有限公司环境分析，并对 BS 集团的营销战略进行了分析，进而来识别 S 公司面对的挑战和机遇；然后，按照协同 营销实施的时间顺序识别和分析了 S 公司协同营销实施的现状及流程中存在问题；在 此基础上，结合欧亿·体育（中国）有限公司环境和 BS 集团的营销战略的特征提出了 S 公司协同营销方案的 优化措施；最后，对优化方案的实施和保障进行了分析。本文一方面将 4C 理论和 CRM 理论运用在船舶监理领域，拓展了理论的适用范围；另一方面对 BS 集团及其它子公 司以及其他企业提供了参考和借鉴。 关键词：船舶监理；集团协同营销；方案优化III Abstract The sluggish global economic environment has caused the continued sluggishness of the shipping market and the shipbuilding market. Enterprises in the industry are facing a severe challenge of survival, and it is essential to maximize corporate resources and differentiate marketing strategy. Not only in the shipping industry, but also in most industries, the marketing model shifts from a traditional product or service-centric marketing model to a customer-centric marketing model. Marketing synergy is carried out within a company, within an industry, and even across industries according to customer needs. It is a trend for customers to meet their individual needs and achieve win-win. In this context, Customer Relationship Management (CRM) theory is widely used in marketing in various industries to enhance the company's understanding of customer needs and to adjust products or services to meet personalized needs of customers. This paper analyzed the problems existing in the marketing synergy practice between S Ship Supervision Company and the group departments or other subsidiaries belonging to BS Group that provide various shipping services and analyzed the results and provided solutions. Firstly, the industry environment analysis was carried out through the Five-Force Model, and the marketing strategy of BS Group was analyzed to identify the challenges and opportunities faced by S Company. Then, the existing problems were identified and analyzed according to the time sequence of management of the marketing synergy process management. On this basis, combined with the industry environment and the characteristics of BS Group's marketing strategy, the optimization strategies and solutions of the company's marketing synergy management were proposed. Finally, the implementation and guarantee of the program were analyzed. On one hand, the 4C theory and CRM theory were applied in the field of shipbuilding supervision, which expanded the scope of application of the theory; on the other hand, it provided reference for BS Group, its other subsidiaries and other enterprises. Keywords: Shipbuilding Supervision; Group Marketing Synergy; Marketing Synergy Optimization目录 致谢.........................................................................................................................................I 摘要....................................................................................................................................... II Abstract ................................................................................................................................ III 第 1 章 绪论..........................................................................................................................1 1.1 研究背景和研究意义 ................................................................................................. 1 1.1.1 研究背景 ...............................................................................................................1 1.1.2 研究意义 ...............................................................................................................3 1.2 国内外研究现状评述 ................................................................................................. 4 1.2.1 国外协同营销研究现状 ......................................................................................4 1.2.2 国内协同营销研究现状 ......................................................................................5 1.2.3 文献评述 ..............................................................................................................6 1.3 研究内容与研究框架 ................................................................................................. 6 1.4 研究的方法和创新之处 ............................................................................................ 7 1.4.1 研究方法 ..............................................................................................................7 1.4.2 研究的创新之处 ..................................................................................................8 第 2 章 相关概念和理论基础..............................................................................................9 2.1 船舶监理服务 ............................................................................................................. 9 2.2 协同营销 ................................................................................................................... 10 2.3 传统营销理论对协同营销的启示 .......................................................................... 11 2.3.1 4C 营销理论 .......................................................................................................11 2.3.2 客户关系管理理论 ............................................................................................12 第 3 章 S 公司的营销环境分析........................................................................................15 3.1 S 公司背景介绍........................................................................................................ 15 3.1.1 BS 海事集团简介 ...............................................................................................15 3.1.2 S 公司简介..........................................................................................................17 3.2 S 公司营销环境分析................................................................................................ 19 3.2.1 欧亿·体育（中国）有限公司环境分析 .....................................................................................................203.2.2 BS 集团营销战略分析 .......................................................................................25 3.2.3 营销环境分析小结 .............................................................................................26 第 4 章 S 公司协同营销方案现状及问题........................................................................28 4.1 S 公司现行营销方案的实施和协同营销的应用.................................................... 28 4.1.1 新造船信息的识别和搜集 .................................................................................29 4.1.2 营销协同部门的识别 .........................................................................................33 4.1.3 营销活动的开展 ................................................................................................34 4.2 协同营销存在的问题 ............................................................................................... 37 4.2.1 共享信息不完善 .................................................................................................38 4.2.2 营销协同部门识别障碍 .....................................................................................39 4.2.3 营销活动的开展缺乏主动性和效率 ................................