The Stratgy Of The Third Party Logistics Market Segmentation Based On Customers' Needs

The rise of the network economy and e-commerce has pushed the rapid development of TPL market. More and more enterprises recognize the importance of logistics which is regarded as "the third source of profit". The professional and multifunctional logistics demands are increasing. But the TPL market is still at the primary stage in China. The scale of logistics enterprises are small. Besides their vague market orientation and the similar service products, most of them are at the same service level and at the same operating level. It not only result in less and less market space and profit for logistics enterprises, but that most businesses expressed dissatisfaction with their services. Therefore, logistics segmentation and differentiated services are urgent for TPL market.This paper based on the classical theory of marketing and market segmentation, and also the theory of modern logistics. It studied segmentation and orientation of the TPL market systemically. This paper analyzed the customers demand first. Based on the differences in demand, the third-party logistics market was segmented. It will provide reference to logistics enterprises of decision-making, product positioning and marketing.First, the theory of segmentation and position were brought into logistics market. This paper discussed how to select segmentation variables and data analysis methods, and summarized the general segmentation procedure.Secondly, it discussed that the TPL needs are diversity and complexity. That means different enterprises have different needs in terms of time, cost, extent and so on. It established the segmentation index system.Finally, using the neural network model, it segments the TPL market and describes each one. This paper researched the target market selection and position strategy.Through above analysis, the TPL market was segmented into five sub-markets ultimately flexible concern market, security concern market, price-sensitive market, customer-oriented market and high expectation market. And aim to these five sub-market, it developed the appropriate market positioning and marketing strategy: positioning service characteristics, price positioning, regional positioning, industry positioning and customer oriented service. Practice shows that the neural network based SOM segmentation model is effective and has extent guiding significance.