第三方物流企业的市场营销策略研究.doc

唐 山 学 院毕 业 论 文论文题目：第三方物流企业的市场营销策略研究 经济管理系07物流管理（2）班系 别：_班 级：_姓 名：_指 导 教 师：_2010年6月第三方物流企业的市场营销策略研究 摘要我国的物流业起步较晚，发展很不规范，受基础设施、税收政策等因素的制约，许多企业的发展举步维艰。本文从需求与供给两个方面分析第三方物流企业运行的市场环境，提出第三方物流企业的市场营销战略：一是市场定位应以WTO为契机，以中国大陆地区为基地，抢占国内全程供应链物流的高地，以精良的设备，高效的管理制度和高素质的员工队伍，为客户提供订制的个性化的物流服务个性化战略；二是两条基本思路定位个性化和服务个性化。据此战略指出第三方物流企业相应的营销策略是物流市场细分策略、价格竞争策略、一对一营销策略、客户资源整合策略、品牌建设策略和营销创新策略关键词：第三方物流企业 市场营销 策略Third-party logistics enterprises of marketing strategy study AbstractMarketing logistics in the service areas of marketing, as opposed to product marketing theory and practice, with regard to logistics service marketing theory is still at the exploration stage of development, so the logistics to carry out an Appropriate Marketing Strategies for Logistics marketing activities of enterprises with some guidance. 许多研究第三方物流企业营销策略的文章是基于营销组合理论来展开的，即将市场营销学中的营销组合理论应用于物流企业营销实践。 Many third-party logistics enterprise marketing strategy of the article is based on the theory to expand the marketing mix, about marketing in the marketing mix theory is applied to the logistics business marketing practice. 与此不同，在探讨第三方物流企业营销策略时，本文更重视“营销理念”，认为营销理念是影响营销活动的根本性因素，而营销组合是营销活动的工具或手段。 And this is different, of third-party logistics enterprise marketing strategy, this focus more on marketing idea that the marketing concept is a fundamental factor affecting the marketing activity, while the marketing mix is a marketing tool or means. 对于第三方物流企业而言，其物流方案策划设计的能力、物流资源整合的能力、物流运作管理的能力、适应市场环境变化的能力、持续改进物流服务的能力、帮助客户企业创造价值（也是为自己创造价值）的能力等，应该是其营销的主要内容。 For third-party logistics companies, its ability to plan and design logistics solutions, logistics resources integration, logistics management capabilities, ability to adapt to changing market conditions, continuous improvement of logistics services help customers create more value (also for create their own value) of capacity, should be the main elements of their marketing. 针对上述特点，提出了项目营销是第三方物流企业主要营销方式的观点，以及第三方物流企业应采取的项目营销策略。 For these problems, proposed project is the third-party logistics enterprise marketing major marketing point of view, as well as third-party logistics enterprises should take the project marketing strategy. 关