某大型物流公司市场营销策略分析报告

关德邦物流公司市场营销策略探析

德邦物流公司市场营销策略探析

摘要

在市场竞争日益激烈的当今社会，当前我国物流行业机遇与挑战并存。 随着经济全球化和信息技术的发展，现代物流在经济发展中的重要性日益突出。 我国经济持续快速发展和对外开放的不断大为物流行业带来了巨大的发展空间，据中国物流信息中心预计，中国社会物流总规模处于快速增长阶段，但同时我们也应当看见到，目前国内的物流企业正在“红海”中挣扎。 在竞争残酷的“红海”中脱颖而出，开创自己的“蓝海”，是我国物流企业面临的一大挑战。 因而，企业的市场营销策略对其生存和发展起着巨大的作用，对实现企业或组织目标，建立和保持与目标市场之间的互利的交换关系有着至关紧要的作用，而对项目设计的分析、规划、实施和控制，就需要企业的营销管理者针对不同的需求情况，采取不同的市场营销策略，进而有效的满足市场需求，确保企业目标的实现。

本文就德邦物流公司的市场营销策略作为研究对象，就其现状及目前的营销策略做深入剖析，特此论证市场营销策略在企业发展中起到的重要作用，并就目前现状进行探析，从中发现问题，并提出相应的解决措施。 关键词：德邦物流；市场营销；营销策略；4P理论

德邦物流公司市场营销策略探析

Abstract

In the increasingly fierce market competition, China's logistics industry opportunities and challenges coexist. With the development of economic globalization and information technology, the importance of modern logistics in the economic development is becoming more and more important. China's sustained and rapid economic development and opening up of the logistics industry has brought huge space for development, according to China's logistics information center is expected, the total size of China's logistics industry is in a rapid growth phase, but at the same time we should also see that the current domestic logistics enterprises are in the Red Sea in the struggle. In the fierce competition in the Red Sea, to come to the fore, to create their own blue ocean, is a major challenge for China's logistics enterprises. Therefore, the enterprise's marketing strategy plays an important role in the survival and development of enterprises and organizations. It is essential to establish and maintain a mutually beneficial exchange relationship with the target market, and the analysis, planning, implementation and control of the project design will require the marketing managers of enterprises to meet the needs of different marketing strategies.

The Debon logistics company marketing strategy as the object of study, the present situation and the marketing strategy to do in-depth analysis, hereby to prove the market marketing strategy in the enterprise development plays an important role and current situation of found the problem, and puts forward the corresponding solutions.

Key words：DeBog Logistics; Marketing; Marketing Strategy; 4P Theory

德邦物流公司市场营销策略探析

目录

摘要 ................................................................................................................................................... I Abstract ............................................................................................................................................. II 目录 ................................................................................................................................................. III 第1章 引言 ..................................................................................................................................... 1

1.1研究背景 ............................................................................................................................. 1 1.2 研究目的 ............................................................................................................................ 1 1.3 研究意义 ............................................................................................................................ 1 第2章 文献综述 ............................................................................................................................. 3

2.1市场营销的定义 ................................................................................................................. 3 2.2市场营销策略的定义 ......................................................................................................... 3 2.3市场营销策略的内容 ......................................................................................................... 3 2.4市场营销策略的相关理论 ................................................................................................. 4

2.4.1 4Ps理论 ................................................................................................................... 4 2.4.2 4C理论 .................................................................................................................... 5 2.4.34R理论 ..................................................................................................................... 6 2.5 国内外物流企业营销策略的研究现状 ............................................................................ 6 2.6 评述 .................................................................................................................................... 8 第3章 德邦物流公司营销策略现状及存在的问题 ..................................................................... 9

3.1 我国物流类企业的市场营销概况 .................................................................................... 9

3.1.1市场状况 ................................................................................................................ 10 3.1.2竞争状况 ................................................................................................................ 10 3.2 德邦物流公司简介 .......................................................................................................... 10 3.3 德邦物流公司的市场营销策略现状描述 ...................................................................... 11

3.3.1 产品现状 ............................................................................................................... 11 3.3.2 价格现状 ............................................................................................................... 12 3.3.3 渠道现状 ............................................................................................................... 12 3.3.4 促销现状 ............................................................................................................... 12 3.4 德邦物流公司的市场营销问题 ...................................................................................... 13 3.5 德邦物流公司市场营销问题的分析 .............................................................................. 13

3.5.1 产品策略方面的问题分析 ................................................................................... 13 3.5.2 价格策略方面的问题分析 ................................................................................... 14 3.5.3 渠道策略方面的问题分析 ................................................................................... 14 3.5.4 促销策略方面的问题分析 ................................................................................... 14

德邦物流公司市场营销策略探析

第4章 德邦物流公司营销策略的改善策略 ............................................................................... 16

4.1 优化产品选择策略 .......................................................................................................... 16 4.2 价格策略的建议 .............................................................................................................. 16 4.3 如何选择优质的营销渠道和广告投放精准度 .............................................................. 17 4.4 采取更有效的促销策略 .................................................................................................. 17 第5章 结论 ................................................................................................................................... 18 参考文献......................................................................................................................................... 19 致谢 ................................................................................................................................................ 21

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