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论文编号：	2315
作者编号：	2120082111
上传时间：	2010/6/8 20:36:10
中文题目：	我国第三方物流企业一对一营销模式研究
英文题目：	STUDY ON THE MODEL ABOUT OUR COUNTRY''''S TPL WITH ONE TO ONE MARKETING
指导老师：	张永强
中文关键字：	第三方物流;物流资源链;一对一营销
英文关键字：	Third party logistics;Chain of logistics resources;One to one marketing
中文摘要：	物流业既是一个充分竞争的行业，又是一个完全开放的行业。随着改革开放的深入，我国物流业的竞争日趋激烈。这对起点较低、营销水平较弱的国内物流业来说是一个挑战。目前，物流业已被国家纳入全国十大振兴行业，国家为物流业制定了一系列优惠政策，我国物流业的发展前景十分广阔。如何依据营销理论的科学指导，构建一个具有竞争力的营销战略体系，制定有效的营销策略，以使自己在激烈的竞争中不断发展壮大，已成为我国第三方物流企业重点关注的问题，对这一问题的研究，具有重要的理论及现实意义。 本文从我国第三方物流企业的特点着手，考察一对一营销理论对于第三方物流业的适应性，构建起第三方物流企业一对一营销模式，并通过案例进行了实例验证。 论文共分为七章，第一章是导论，对论文的整体进行简单的概括，包括研究背景与目的、研究思路与方法以及研究内容与框架；第二章是理论综述，回顾了论文涉及到的相关理论，为全文的研究提供一个理论基础，包括第三方物流理论和一对一营销理论；第三章对我国第三方物流企业构建一对一营销模式的客观必然性进行分析，首先对我国第三方物流企业的现状和问题进行研究，然后结合一对一营销理论和第三方物流理论对我国第三方物流企业实施一对一营销的必要性和可行性进行分析；第四章是我国第三方物流企业一对一营销模式的构建，本章设计了适合我国第三方物流企业特点的一对一营销模式，提出我国第三方物流企业一对一营销模式的构成要素，包括建立一对一的营销团队，整合各种物流组织的物流资源，管理物流资源链，选择合适的营销组合等；第五章对我国第三方物流企业实施一对一营销的策略进行分析，包括分析目标客户、调配物流资源、加强与客户间的沟通与协作以及客户细分策略；第六章是案例分析，通过宝供物流的案例对论文的研究进行验证。最后一章是结论，对全文进行概括性的总结和归纳。 本文的创新点在于将一对一营销理论应用于第三方物流业，提出适合我国第三方物流企业的一对一营销模式，并提出实施一对一营销的策略，希望本文的研究能对我国物流企业的发展有所裨益。
英文摘要：	Logistics is a fully competitive and a open industry, With the reform and opening up, logistics industry become increasingly competitive. China’s logistics industry ，which has a low, weak levels of domestic marketing ，is facing stiff competition from home and abroad. Now, the logistics industry has officially been incorporated into the revitalization of industry, top ten, the state has developed a series of preferential policies for the logistics industry , it can be said that China's logistics industry has a bright future. How to develop effective marketing strategies based on marketing theory, build a competitive marketing strategy system, in order to make himself the fierce competition has become the focus of our third-party logistics enterprise concerns, study of the issue has important theoretical and realistic significance. In this paper, from the characteristics of our third-party logistics companies to proceed, studying the adaptability of one to one marketing theory, leading one to one marketing theory into a third-party logistics enterprise's marketing efforts, building a third-party logistics enterprises’ one to one marketing model, and making a empirical analysis through a case. Thesis is divided into seven chapters, the first chapter is an brief introduction to the whole paper, including background and purpose of research, ideas and methods, and the content and framework; the second chapter is a theoretical review, presented theoretical knowledge related to the papers, provided a theoretical basis for research, including third-party logistics theory and the theory of one to one marketing; the third chapter of the Third Party Logistics Enterprise One to One Marketing model analysis, this chapter first researched status and problems of third-party logistics in China, and then combined with one to one marketing theory and the theory of third party logistics ,studying the necessity and feasibility of one to one marketing for the third party logistics enterprises in China, concluded that China's third-party logistics enterprises need to implement one to one marketing strategy; the fourth chapter of the One to One Marketing Mode of Third Party Logistics Company, this chapter designed an one to one marketing model for third-party logistics enterprises in China, including the elements of one to one marketing model, to establish one to one marketing team, the integration of logistics resources, select the appropriate marketing mix; the fifth chapter of the Third Party logistics enterprises of one to one marketing strategy, the purpose of this chapter is to provide guidance to ensure the effective operation of one to one marketing model, including analysis of target customers, allocation of logistics resources, enhance communication and collaboration between customers and customer segmentation strategies; sixth chapter is case studies, case-by Baogong Logistics, making an empirical analysis for the paper , mainly for logistics of profile Baogong and the implementation of one to one marketing for Procter & Gamble . The final chapter is the conclusion to a summary of the full text and summarized. The paper’s innovation is to apply the theory of one to one marketing to logistics, and make an one to one marketing model for third-party logistics enterprises in China, and from the operational level, the proposed implementation of the one to one marketing strategy, I hope this study can be benefit to the development of China's logistics enterprises.
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