Idea-Output And Its Marketing Plan In The Course Of Transition Of Traditional Transportation Enterprise Into Logistics One

The transportation industry is a basic one in the system of the national economy, the development of the industry has always been the miniature of social, economic and cultural development.With the popularity and development of modern communications and electronic technology, industrial production, commercial mode of operation and consumer model has undergone tremendous changes. These changes objectively request transportation enterprises operating beyond the traditional principles and practices, develop into modern logistics services.According to the definition of marketing given by the Marketing Association in America "Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchange that satisfy individual and organizational goals", idea, product and service have been included in the area of marketing management. This thesis aims at studying idea of output and its transitional value to customers, analyzes idea marketing based on the theory of embeddability in graphs and cybernetics, debates on its application into the marketing management in the course of traditional transportation enterprises transition to logistics ones.China's transportation enterprises facing the transition from traditional transportation model to modern logistics one, idea marketing which can increase their awareness of the idea of outputs, enhance their idea of value creation, consolidate their market share, thereby increase market influence is very necessary and also very feasible to help their operation.This thesis supposes consumers and enterprises as rational ones that they have their own comparatively rational value judgement, pursueing the most benefits and living in comparative stability. Under such supposition this thesis studied related theories deedply such as cybernetics and got main results as below:(1) Make analysis of ideas needs to be fostered in the course of transition, put forward that logistics teclmology not just logistics taken as usual can create value, namely, logistics technology is one of the source of corporate profits. (2)Put forward a few concepts to depict the embeddability between enterprises' ideas and custormes' ideas, such as idea of graphs and idea of sets. (3) By analyzing consumers' consumption based on cybernetics, put forward the function of consumers' consumption state and its transition model.(4) Analyze the course of customers' getting their transitional value and the way transportation enterprise delimit the value of different customers.(5) Analyze the main features of idea of product, explore the reletion between transportation product and idea product.(6) Put forward a series of exponent index to evaluate marketing power for transportation enterprises.(7)Analyze the source and the of idea output in transportation enterprises and give suggestions to their operation on the basis of positive way.This is the first time putting idea marketing into use of transportation enterprises and also the first time analyzes customers' states based on graghs embeddibility as the way of selecting target markets and marketing strategy decision.