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论文编号：	32
作者编号：	2120051976
上传时间：	2007/6/20 23:01:59
中文题目：	第三方物流企业“一对一”营销模
英文题目：	A Study on the One to One Mark
指导老师：	张永强
中文关键字：	物流；第三方物流；“一对一”营
英文关键字：	Logistics; Third Party Logisti
中文摘要：	目前，我国物流服务市场需方占据矛盾的主导地位，所谓物流热实际上主要体现在供方，需方并不热，甚至相当谨慎。可以说我国第三方物流服务市场还处于创造需求和引导需求的阶段。如何提升我国第三方物流企业的竞争力，成为企业界和学术界关注的热点问题。本文认为，第三方物流企业应以“一企一方案”的方式为企业提供特殊的、个性化的专属服务，开展“一对一”营销。“一对一”营销不仅可以改善物流供应商经营理念，帮助物流企业赢得客户，留住客户，形成客户资源优势，从而形成进入壁垒，而且可以提高客户服务质量，提升整个物流市场的供给质量，从而有助于解决目前物流市场的供需矛盾。 本文以“一对一”营销理论为研究基础，以我国第三方物流企业为研究对象，构建“一对一”营销模式并运用于我国第三方物流企业。 全文共分为五章。第一章为理论部分，主要通过回顾文献资料，总结物流、第三方物流、“一对一”营销和客户关系管理等相关的理论，界定本文中所涉及的物流、第三方物流和“一对一”营销的概念。第二章重点分析我国第三方物流企业的发展现状和“一对一”营销的现状，目的在于明确目前我国第三方物流企业营销存在的问题及“一对一”营销的发展前景，并总结我国第三方物流发展的特征以及第三方物流企业的营销理念，最后归纳“一对一”营销的现状与前景。第三章为核心内容，着重分析和设计“一对一”营销模式。首先确定“一对一”营销的前提假设和组成要素，其次分析和构建“一对一”营销模式，最后分析“一对一”营销理论的实施策略。第四章的内容是在前文分析和设计的营销模式基础上，分析“一对一”营销模式在我国第三方物流企业中的实施。第五章为案例分析。选取中外运为摩托罗拉公司提供物流服务作为本文的案例分析对象，目的在于研究“一对一”营销模式是如何在实践中得到实现的。 本文的创新点在于，从理论与实际相结合的角度，构建我国第三方物流企业“一对一”营销模式，并提出颇具使用价值的实施策略，希望能对我国第三方物流企业的健康发展有所裨益。
英文摘要：	Now the consumers in Chinese logistics service market are the dominant side. In fact just the suppliers of logistics service are too more, but there are not enough consumers. So we can say Chinese third party logistics market is at the stage of stimulating needs. In order to make Chinese TPL companies more competitive, this paper believed that TPL companies should supply special and individual service for other companies and implement one-to-one marketing by “one company, one project” model. One-to-one marketing not only can improve the logistics suppliers’ business idea, help the logistics companies win customers, detain customers and gain the customer resource advantage, but also can improve customer service and all the logistics market supply. And then one-to-one marketing can help solute the conflict between supply and demand in the logistics market. In this paper there are five chapters. Based on one-to-one marketing theory and taking Chinese TPL companies as the research object, this paper wanted to found one-to-one marketing model and exercise it in Chinese TPL companies. The content of the first chapter of the paper is about the theories. In this chapter, the paper reviewed the theories about logistics, third party logistics (TPL), one-to-one marketing and customer relationship management (CRM) in literatures. The purpose of reviewing literatures is to ensure the conception of logistics, TPL and one-to-one marketing. In the second chapter the paper reviewed the status quo of Chinese TPL development and one-to-one marketing. Based on the reviewing, we can confirm the marketing problems in Chinese TPL companies and the outlook of one-to-one marketing. Then the paper analyzed the characteristics of Chinese TPL’ development and the marketing ideas of TPL companies. At last of this chapter it analyzed the status quo and outlook of one-to-one marketing. The third chapter is the core of the paper. In this chapter the paper tried to design one-to-one model. At the first part of this chapter, the content is about the hypothesis and the ingredients of one-to-one marketing. Then the paper designed a one-to-one marketing model. At the end of the chapter it is about the implement strategies of the one-to-one marketing theory. Based on above the one-to-one marketing model, the content of the fourth chapter is about how to exercise the one-to-one marketing model in Chinese TPL companies. The last chapter of this paper there is a case study. This paper chose Chinese foreign shipping group as the case. By the case study, the paper wanted to show readers that how to use one-to-one marketing model in practice.
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