DIRC Marketing Model Research For The Cold Chain Logistics Enterprises Of Agricultural Products

At present, there are few researches on marketing mode of the agricultural cold chain logistics enterprise in our country, and this is extremely incompatible with the vigorously trends in the development of cold chain logistics. Theory lags in practice, which seriously restrict the further development of China’s cold chain logistics enterprises. Based on this, this thesis selected the agricultural cold chain logistics enterprise as research object. For all logistics enterprises, marketing is the key to the survival and development of enterprises, so this thesis mainly studies the marketing mode of the agricultural old chain logistics enterprises.The thesis break conventional marketing combination research methods through an innovative marketing research perspective, and put the marketing model of DIRC, namely Differentiation, Interaction, Response and Customization, into the field of agricultural cold chain logistics enterprise marketing as a continuous marketing process. The suggestion is provided that more attention should be paid to the identification and communication options for customers of high quality. Faced with the increasingly competitive market, the cold chain logistics enterprises of agricultural products should learn to discover and identified the customers groups of high quality,and realize the the differentiated management with mining the customer needs,and meanwhile emphasize that promotional process is a process of keeping interaction with customers so as to establish a rapid response mechanism in quick response to market changes and provide the custom customized marketing services to maximize the enterprises income.The thesis is divided into seven chapters; the first chapter is the introduction, which generally introduces the background, purpose and significance of this topic, and the research status on domestic and overseas, and the problems, the research methods and ideas. The second chapter focuses on the traditional marketing combination mode and the characteristics of agricultural cold chain logistics enterprise marketing, and proposes the marketing model of DIRC that is a new model for the agricultural cold chain logistics enterprises. The third chapter through introducing the identification method of the agricultural cold chain logistics customer value, and analyzing the agricultural cold chain logistics customers how to Differentiation segmentation, and providing the customers a service of specific aim according to differentiation, finally to carry on the empirical analysis for the customer Differentiation of the agricultural cold chain logistics enterprise based on factor analysis and multivariate logistic regression model algorithm. The fourth chapter constructs a model of enterprise two-way communication with customers based on the game theory, and this chapter mainly adopts the simplified static game model for analyzing the strategy and revenue of the enterprise and clients. The fifth chapter proposes some rapid response promotion measures for the agricultural cold chain logistics enterprise based on the analytic hierarchy process through evaluating the market rapid response capability, to provide a reference for enterprises to market rapid response.The sixth chapter mainly introduces the enterprise custom marketing service model of Customization based on modular, this chapter construct modularized product through specifically analyzing each function of enterprise, and enterprise may provide targeted personalized product or service according to the needs of customers, so as to attract and retain customers, improve customer value and enhance the competitiveness of enterprise. The last chapter summarizes the full text, introduces the main work of this thesis, and analyzes the deficiency and further research prospects of this thesis.The innovation of this thesis is mainly reflected in the following aspects:First, this thesis proposes a new marketing model of DIRC for the agricultural cold chain logistics enterprises, and demonstrates its feasibility.Second, this thesis puts forward to use the method of customer differentiation based on the factor analysis and multiple regression model of logistics in the customer value identification.Thirdly, as it comes to the problem of the interaction among the cold chain logistics enterprises of agricultural products and the customers, in the basis of the qualitative analysis, the specific impact of the strategy of the enterprise and the customer’s choice caused by parameter variations is analyzed in the a quantitative aspect with sensitivity analysis method for the parameter in the model so as to propose measures to attract customers more accurately and considerately, which has a certain reference value of business management and marketing decisions.