The Application Of Refined Marketing By Sinotrans Jiangsu Co., Ltd. Nantong Branch

The whole logistics industry is experiencing fierce rivalry, which makes the resource of customers comparatively shorted. So it is very important for logistics companies to sharpen their marketing skills. The purpose of this thesis is to find out a way to apply the refined marketing. The subject investigated is Sinotrans Jiangsu Co., Ltd. Nantong Branch(hereafter abbreviated as Sinotrans Nantong).In the first chapter of the thesis, the author gives a brief introduction of Sinotrans Nantong and analyzes the environment of the logistics market. Based on these analysis, the author points out there were/are some advantages and disadvantages in marketing. In order to solve these problems, Sinotrans Nantong has been undertaking a series of reform and innovation in marketing management which are named as the Modal of Refined Marketing by the author. So in the following chapter, the author introduces the theory of the refined marketing, including the definition, the characters, operation process and how to apply it in companies. Because of the distinction of logistics companies, the way to carry out the refined marketing is of its own way.In the third chapter, the author, directed by the "4C" theory of logistics service marketing, the author gives the core of this paper, the basic Modal of Refined Marketing of Sinotrans Nantong. The index of this modal includes the concept of the leader, the supporting technology system, process, employee, and the customers. Then the author explains this modal in details.It is more important to put the modal in practice and to bring profit to the company than to set up the modal theoretically. So in the forth chapter, the central part of this paper, the author describes how the modal applied in Sinotrans Nantong, including the refined inner marketing towards its employee, refined customer relationship management system and refined operation process. And in the final fifth chapter, theauthor makes an assessment about this modal and points out that it is effective and profitable.