Study On The Marketing Strategy Of Third Party Logistics Enterprist

Third party logistics is a fire-new logistics form which has been attached importance to more and more enterprises due to its particular charm. Although it has appeared in the developed European and American nations in 1980's,third party logistics came to China since the middle 1990's.With the development of market economy system and the deepening of enterprise framework reform in China, enterprises have paid more attention to third party logistics and viewed it as a golden industry that could bring the third profit, which brings out the increasing requirements for the professional and multi-functional of third party logistics. However, the fact is that third party logistics in China is still in junior phase. The constraint bottleneck includes: the scale of logistics enterprise is small, most of logistics enterprises have no exact target of service and have no enough service consciousness. Many foreign capital enterprises, industrial and commercial enterprises are unsatisfied to the services of domestic logistics organizations. Up to 78% of foreign capital enterprise thought that Chinese logistics organizations should first build up the correct opinion of logistics service. Many logistics organizations just afford single and segmental service. They recognize the logistics function simply as preserving, transferring and city delivering. The corresponding value-added services, such as packing, deeply processing and arranging cargo are not involved, which results in a half-baked chain of logistics supply and an indistinctive service. The problem that marketing idea lags behind the development of logistics could be solved by promoting the core competition of an enterprise through innovation of marketing management. This research is becoming a hotspot to the academicians and industrialists.This thesis studied the marketing strategies of logistics enterprise systemically. The research was based on the theory of modern logistics and marketing, especially on the theory of service marketing and relationship marketing. The research aim of this thesis is to discover an efficient method of developing Chinese logistics, which includes enhancing the service ability and earning power of the domestic logistics enterprises to gain more long-term and stable customers.First, the macroscopical factors that influence the operation and development of logistics enterprise are analyzed from the layer of politics, economy, law and technology. The microcosmic factors are then given and dissertated ulteriorly. These microcosmic factors are various, for example, the actual operation status of logistics in an industry and business enterprise, the demand of an industry and business enterprise to the third party logistics, thesatisfaction degree to the current services, the new logistics services that an enterprise expected, the intention and standard for choosing a logistics agent.Based on market subdivision, market navigation and some other important marketing theory, this thesis classified and directed different kinds of logistics market. We considered such following comments: the service character, the price of a production, the main districts and trades of a kind of logistics service, the customer groups. The future development direction of Chinese logistics enterprise is then presented, that is, gaining the maximum supply chain by setting up a strategic cooperation relationship with the customers. This is profitable whether to the logistics service providers or to there customers.To a logistics enterprise, its offered services directly determine whether this enterprise could gain profits. Unfortunately, the services are not perceptive. It is also difficult to keep the quality of services all the time. After demonstrating these characters, our research pointed out that it is essential for a logistics enterprise to show the tangible features of its services. We gave the detailed thoughts and strategies to show the tangible features of logistics services, from the view of service ability(such as the ability of acquirement, task accomplishment and trustiness), enterprise character, logistics center and information system construction. Especially, some instructive schemes were given to the construction of logistics information system.Logistics cost spreads all over steps of society re-producing. Contrast to the production cost, logistics cost is impure, undefined, inestimable and unruly. On the other hand, logistics actions are not paid much attention to by most people. This results in the opaqueness and the serious waste of logistics cost. In this thesis, we analyzed the factors that influence logistics cost and gave the corresponding method to manage logistics cost. We also designated the strategy of how to decide price according to different basic service and extended service.To the choice of sale channel for a third party enterprise, the principle of looking backward, which commonly exists in the subjective consciousness of human beings, was adopted in our research. Making use of this principle, the recommended agents are compared with the worst one. Based on such comparison, an optimal model for choosing agent and a practical example are proposed. The detailed methods for managing sale channel are also presented. These methods refer to conciliating the conflicts among different agents, monitoring the sale achievements of agents and expanding sale network.Personnel sale and advertisement are two main means in the sales promotion of logistics services. The one to one marketing, which is defined as the most excellent tactic in customer relationship management, was introduced into personnel sale in our research. The one to one marketing is centered around customer share. It pays attention to exploring a customer's inherent potential. The one to one marketing could set up a long period relationship with thecustomers through conversing with each of them and provide a personnel production or service to a single customer. It also offers a theoretic foundation for logistics management innovation of the third party logistics enterprise. I.D.I.C. model in the one to one marketing was given in this thesis, this offers a practical proposal to the logistics enterprise that is ready to develop the one to one marketing.