Research On Marketing Innovation Of The Third-Party Logistics Enterprises

At present the globalization, market-natured and digitalization has been irreversible trend in international economy. The reform and opening-up and the economic system reform in China are constantly deepening. At the end of 2001 China successfully entered WTO. The changes of internal and external economic environment make Chinese 3PL enterprises face fierce international competition unavoidably. However, some bottleneck problems exist in the 3PL enterprises such as the marketing management lags behind the development of logistics industry. In order to enable 3PL enterprises in China to enjoy better competition edge and prospect of development, the author makes the research on marketing innovation of the 3PL enterprises, which is of high theoretical and practical significance in improving the key competitiveness of the 3PL enterprises. The paper mainly consists of 5 parts.The first part summarizes and comments the research status of relevant theories such as logistics, the 3PL and marketing. The necessity of the research on marketing management of 3PL is proposed.The second part discusses the cooperative marketing philosophies of the 3PL enterprises from the angles of the fundamental theories, common modes and working points of cooperative marketing of the 3PL enterprises. Customer satisfaction, customer loyalty and 4Cs strategy in 3PL enterprises' service marketing are exploded on the basis of the features and values of service marketing. The inevitability of social marketing in 3PL enterprises is explained and the inherent requirements for social marketing in 3PL enterprises are analyzed.The third part presents the theory mode and the core principle of one-to-one marketing. The 4Cs is introduced to the one-to-one marketing theory mode and some studies are carried on. The marketing mode of MLEC in 3PL enterprises is attempted to be proposed. The connotation of MLEC marketing mode and the main innovation views are probed.In the fourth part, with 4Ps theory for reference, the thesis probes into the product strategy innovation taking brand innovation as opportunities, the pricing strategy innovation on the basis of competition orientation, customer value understanding and alliance operation, the channel strategy innovation taking channel structure, E-distribution and license league as the main contents, and the promotion strategyinnovation tied in with environmental adaptability and goal guidance in 3PL enterprises.The fifth part takes COSCO LOGISTICS as an example, discusses its marketing situations and makes a deep analysis of innovation in marketing principle, marketing modes and marketing strategy. The three-dimensional marketing innovation system of COSCO LOGISTICS is summarized.