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论文编号：	7368
作者编号：	2220101087
上传时间：	2015/6/8 9:59:39
中文题目：	LS隆生物流公司营销战略研究
英文题目：	Marketing StrategicResearch of LS Long Sheng Logistics company
指导老师：	张永强
中文关键字：	第三方物流企业；LS物流；营销战略；营销实施方案
英文关键字：	Third part logistics; LS logistics; Marketing strategy; Marketing implementation plan.
中文摘要：	随着全球经济一体化进一步深入，以及电子商务等新兴产业模式的快速拉动，我国的物流行业近年来取得了跨越式的发展，并为我国的国民经济做出了积极的贡献。由于生产型和商贸型的企业更加专注于产品的制造及商品的流转，专业型的供应链和物流管理企业应运而生，为了能够确保商品流通能够顺畅运行，保障信息流，资金流和商流能够伴随着物流活动形成完成的闭环效应，并最终链接产品的生产者和消费者，这些都对物流企业提出了新的要求和挑战。 中国作为全球的制造业基地，成为众多跨国企业的全球资源配置中的重要一环，同时，中国市场的深度、广度和梯次性，也给了物流业更大的想象空间，加之电子商务，特别是跨境电商的趋势性效应逐步显现，近年来的各方资本均开始加大对物流行业的关注。尤其是在中国顺利加入世贸组织协约国之后，大量的Global物流企业纷纷抢滩登陆中国，面对越来越激烈的市场竞争环境，以及金融危机之后的全球经济下行带来的影响，如何在市场上重新定位，如何实现营销和发展战略的变革，成为每个物流企业关注的焦点。本文旨在通过对中国第三方物流企业现有的经营状况和竞争环境，寻求营销战略方面关键的问题节点和解决方案。本文首先结合中国物流行业的大环境，提出了研究课题的来源及其意义；然后对营销管理中所涉及到的重要理论进行简述和梳理；其次重点分析了研究对象LS物流的外部环境因素，并结合LS物流的自身特点和实际情况，完成了公司内部环境的分析工作；之后进一步根据LS物流的分析结果，运用营销管理中的相关理论和行业竞争理论，重新调整了LS物流的营销战略目标和实施计划，进而完成了目标市场的进一步细分，以及目标客户群体的归类和重审，确定了具体的、实操性强的营销实施方案，具体包括产品和服务的方案、价格体系方案、营销渠道和推广方案、产品促销方案等；本文的最后，为了保障LS物流营销战略能够有效顺利的实施，设立了若干保障措施。本文寄希望通过对LS物流的产品和服务、营销方式和方法，以及销售渠道拓展方面的综合研究，深入解决企业在市场推广和销售管理等方面存在的问题和短板，并给予有效的实施方法予以解决，为物流企业的营销战略和发展提供可以借鉴的策略和意见
英文摘要：	With the further deepening of global economic integration, the rapid pull and e-commerce and other emerging industrial pattern, China's logistics industry has achieved in recent years development by leaps and bounds, and made positive contribution to the national economy of our country. Because the production and trade oriented enterprises to focus more on manufacturing and commodity products circulation, the type of professional logistics and supply chain management enterprises emerge as the times require, in order to ensure the smooth operation of the circulation of commodities can guarantee, information flow, capital flow and flow can be accompanied by logistics activities to form a closed loop response, producers and consumers and ultimately link products, all of the logistics enterprises put forward new demands and challenges. China as global manufacturing base, become numerous multinational companies in the global allocation of resources is important one annulus, at the same time, Chinese market depth, breadth and echelon, but also to the logistics has more room for imagination, and e-commerce, especially the trend of cross-border business effect appears gradually, each capital in recent years have started to increase on the logistics industry's attention. Especially in the wake of Chinese successfully joined the WTO allies, Global many logistics enterprises have vied landing China, facing more and more fierce market competition environment, the after effects as well as the financial crisis the global economic downturn brought about, how to re positioning in the market, how to realize the marketing and development of strategic change, become the focus of attention of every logistics enterprise. The aim of this thesis is on the third party logistics enterprises of China's existing management status and the competitive environment; seek the marketing strategy of key nodes and solutions. This paper combined with the Chinese logistics industry environment, put forward the research sources and its significance; then briefly and sorting out the important theory involved in marketing management; secondly focuses on the analysis of the research object of LS logistics external environmental factors, and the combination of LS logistics and its own characteristics and the actual situation, the company completed the analysis work the internal environment; after further according to the analysis results of LS logistics, using the related theory in marketing management and industry competition theory, re adjust the LS logistics marketing strategy target and implementation plan, and completed further target market segmentation, classification and review as well as the target customer groups, to determine the specific, practical strong marketing implementation plan, including product and service solutions, the price system scheme, marketing channels and promotion plan, product promotion programs; at the end of this paper, in order to guarantee the LS logistics marketing strategy to implement effective smooth, set up a number of safeguard measures. This thesis hopes through the LS logistics products and services, marketing mode and method, comprehensive research and sales channel development, further solve the enterprise to urge the problems and weakness in the market promotion and sales management, and gives the implementation method is effective to solve, provides strategies and suggestions can be used for reference for the marketing strategy and the development of logistics enterprises.
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