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论文编号：	4740
作者编号：	2120102676
上传时间：	2012/12/11 11:37:47
中文题目：	第三方物流企业营销策略研究——以ORG物流公司为例
英文题目：	Marketing strategies of the third-party logistics enterprises – ORG Logistics Company as example
指导老师：	吴晓云
中文关键字：	第三方物流;市场营销策略;关系营销;合作营销;一对一营销
英文关键字：	The third-party logistics;Marketing strategy;Relationship marketing;Cooperative marketing;One-To-One Marketing
中文摘要：	从上世纪80年代第三方物流的概念在西方兴起开始，第三方物流业就始终在全球经济发展中扮演着重要的角色，影响着世界经济发展的态势，改变了世界范围内企业的经营模式。随着我国改革开放的深入，市场经济体系的日趋成熟，基础设施建设逐步完善，信息技术飞速发展，我国第三方物流市场需求也在迅速扩张.第三方物流进入中国短短二十多年的时间，就迎来前所未有的良好发展机遇。第三方物流业与高新技术产业、现代金融业并称我国现代经济的三大支柱产业，并被确立为我国国民经济的重要产业和经济发展新的增长点，国家计委、国家经贸委等部门先后出台扶植政策也为第三方物流企业提供了良好的契机。 但大好的宏观形势不能掩盖我国第三方物流企业在发展过程中所遇到的问题。本文从中小型第三方物流企业的市场营销策略入手，对行业内比较有代表性的ORG物流公司内外环境进行了系统地分析，发现了ORG物流公司在经营中所遇到的几点问题：第一，产品缺乏竞争力，无特色无差异，产品成本高，盈利能力低。运输、仓储这类传统的低附加值的物流服务仍然是营业收入的主要来源，产品成本趋同，服务差异减少，竞争手段也只能停留在不断降价上。第二，增值服务层次低，服务集中在传统储运，在传统业务利润下降的趋势下，其它增值服务能力不足，企业抵抗风险能力差。第三，管理手段落后，信息能力弱。没有完善的信息处理系统，对内部和外部信息反应缓慢，对市场变化把握能力不足。第四，客户流动性大，基本以短期契约形势完成业务，长期合同比重太少，企业经营不确定性较大。总结起来，ORG物流公司市场营销能力太低，物流总成本和满足客户个性化服务之间形成了冲突，企业营销管理难以实施，缺乏现代化的管理理念，经营管理粗放，短期利益主义严重，导致了企业效益水平低，阻碍了ORG物流公司向现代化第三方物流企业的转变。这也反映了大多数中小型的第三方物流企业所面临的资金不足，产品缺乏竞争力，服务手段单一，增值服务层次低，缺乏营销手段等等发展瓶颈，长此以往中小型第三方物流企业很多都将在残酷的市场竞争中败下阵来。 因此，论文从市场营销策略的角度探讨了包括ORG物流公司在内的我国中小型第三方物流企业如何突破发展瓶颈，利用有效的营销手段解决经营中的各项问题。在营销策略方面本文以4Ps为框架提出了顾客需求导向下的产品策略、顾客成本导向下的价格策略、以便利性为导向的渠道策略和以品牌建设为目的的促销策略，并对营销策略的应用、优化和创新做出了详尽的论述。产品策略需要满足顾客需求，准确定位第三方物流企业的细分市场，针对市场中客户的个性化需求，提供定制化的服务产品，并能够将创新性的融入到产品策略中，实现对顾客需求的最大化满足。第三方物流企业的定价策略不仅要考虑物流过程中产生的实际成本，还要考虑到顾客感知价值对顾客支付意愿的决定性作用，提高顾客感知价值是完成产品交易的重要因素。扁平化的渠道策略有利有弊，优化第三方物流企业的自身渠道需将各种渠道策略融会贯通，选择符合企业经营目标的复合化渠道结构。促销策略要尽可能避免陷入到与竞争者的价格战中，导致两败俱伤的局面出现，应以建立第三方物流企业的品牌建设为目的，建立客户品牌忠诚度。同时，以关系营销策略作为传统营销策略的拓展与补充，着重论述了合作营销和一对一营销对第三方物流企业的经营起到的关键性作用。在4Ps营销理论的框架下辅以适当的关系营销策略才能真正发挥第三方物流企业营销策略的最大功效。关系营销是保证企业内外环境顺畅运转的有效手段，是维持长期可持续发展利润源的重要手段，是第三方物流企业合理配置资源的最重要渠道。 中国的第三方物流市场需求是巨大的，总体来说第三方物流市场是呈现供不应求的态势的，但低层次的竞争使得第三方物流企业深陷泥潭，不仅不能满足第三方物流的需求缺口，久而久之顾客对第三方物流的使用也愈发谨慎，使得第三方物流资源严重浪费，形成恶性循环。面对前所未有的良好发展环境，每一个第三方物流企业都想做大做强，实现企业的可持续发展。对于中小型物流企业来说，从自身出发，利用各种营销策略扬长避短，发挥自身灵活性的优势，为客户提供灵活的个性化的物流服务，利用合作营销完成资源的合理配置，回避中小型物流企业资源资金不充足等的先天劣势是其发展壮大的唯一途径。无论采取哪种营销策略的组合都要遵循以下几点规律：第一，第三方物流企业一切市场营销策略的选择和运用都要以满足客户对第三方物流的需求为根本出发点；第二，客户对第三方物流的需求具有个性化的特点，因此第三方物流产品也必须具有差异性，只有定制化的产品才能提高第三方物流企业的核心竞争力；第三，第三方物流企业要提高增值服务能力，增加产品附加值，以提供完整物流链为中小物流企业的发展目标；第四，重视关系营销，实现企业可长期的利润链。 由于本文以ORG物流公司为主要研究对象，作为多年的第三方物流从业者，其自身所表现出来的问题很大程度反映了当今中小型第三方物流企业所面临的困境，通过对其经营状况改善途径的探究，以期为ORG物流公司和与其相似的中小型第三方物流企业在营销策略上给予一些建议，为中小型第三方物流企业探寻可持续发展的道路上提供一定的借鉴。但是需要指出的是，ORG物流公司不能完整地体现第三方物流业的所有问题，同时本文研究的视角也更多地偏向于市场营销策略方面，第三方物流企业在实际经营中肯定会遇到许多其它方面的各种新问题，需要在不断的研究和探索中摸索总结，最终为第三方物流企业找到一条康庄大道。
英文摘要：	From the 1980s, the concept of the third-party logistics emerged in the west countries. The third-party logistics industry performs a significant role in the development of the global economy. To some extent, it affects the trend of the world economic development and changes the mode of business. With reform and open-up of China, our market grows mature, infrastructure develops, information technology gradually improves and our logistics demand expands rapidly. The third-party logistics faces a good opportunity to develop in these twenty years. The third-party logistics industry, high-tech industry and modern financial industry constitute the three pillar industries of modern economy of China. The third-party logistics is also deemed as an important industry and a new growth point of national economy. The State Planning Commission, the State Economic and Trade Commission and other departments have introduced foster policies to make good development environment for the third-party logistics enterprises. However, the excellent macroeconomic situation cannot hide the problems encountered by the third-party logistics enterprises in the development process. The paper researches the internal and external environment of ORG Logistics Co. Ltd. as an example of small and medium third-party logistics enterprises and find out below several problems. First, the products lack of competition ability. They have no characteristic and no difference with other competitors. They have high cost and low profit. Transportation, storage and other traditional low value-added logistics business are still the main source of income. The cost of product has no advantage. The variation has reduced. The way of competition only stay in constantly cut down the prices. Second, value-added service maintain in a low level. The traditional business profit, which is ORG Logistics Company’s main business, trends to decline. Value-added service capacity is insufficient. The enterprise has to face more risk. Third, the management and the information capability is weak. ORG has not enough capability to deal with the change of market. In fourth, the business is basic to short-term contract. That cannot provide continuing benefits. To sum up, the ORG logistics company’s marketing ability is too low. The conflict between the cost and customers’ personalized demand is getting deep. The enterprise paying more attention about the short-term benefit blocks up ORG’s development. If things go on, that will make ORG Logistics Co. fail in the competition of the market. Therefore, the paper discusses from the aspect of marketing strategies, try to find out some theories to relieve the bottleneck of ORG’s development. Based on 4Ps principle, the paper presents customer demand-oriented product strategy; customer cost as the guidance of the price strategy; channel strategy with convenience for oriented and the brand construction for the purpose of sales promotion strategy. And also makes detailed discussion of the using, optimization and innovation of marketing strategies. Product strategy needs to satisfy the demand of customers and accurate positioning of the market segments. Price strategy should not only consider the actual cost of logistics process, but also should consider the customer perceived value, which effects on the customer's willingness to pay. To improve the customer perceived value is the important factor of finish product transaction. Flat channel strategy has both advantages and disadvantages. So we need more various channels to enrich the channel structure. Promotion strategy should avoid the price war. The third party logistics enterprises should establish brand construction as the purpose, to improve customer brand loyalty. Moreover, the paper also discusses the relationship marketing strategies as the development and supplement of traditional marketing strategies and focuses on the cooperative marketing and the one-to-one marketing theories, which play a significant role in the marketing strategies of the third-party enterprises. The appropriate relationship marketing theories can much improve the affection of the 4Ps strategies. Relationship marketing guarantees the enterprises run smooth, maintain the long-term sustainable profit and control the resources reorganization. The third party logistics demand is huge in China. The market presents situation of demand exceeding supply. But the over-competition in low level makes the logistics enterprises get bogged down. The third-party logistics suppliers cannot meet the demand gap and customers lose their faith to the third-party logistics. They become more cautious about investing on the third-party logistics and the logistics resources are badly wasted. For small and medium-sized logistics enterprises, they should use the most appropriate marketing strategies to enhance advantage and avoid weaknesses. So mo matter what kinds of marketing strategies, they should achieve below purpose. First, reasonable allocate resources in order to satisfy the customer demand. Second, the products have to be different with competitors. Third, the third-party logistics enterprise should improve value-added service, increase products added value in order to provide a complete logistics chain. Fourth, pay attention to relationship marketing to realize the long-term profit. ORG Logistics Company's problems largely reflect the small and medium-sized the third party logistics enterprise's dilemma. Researching the improvement of ORG Logistics Company will provide some good advice for other small and medium-sized third-party logistics companies to find a sustainable development way. But it should be point out that, as only an example, ORG Logistics Company cannot fully reflect all the problems. And the paper mainly focuses on marketing solutions. The enterprises will meet lots of various problems, which need to be research.
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