Research On One To One Marketing Model And Method In The Third Party Logistics Corporation

This thesis focuses on the TPL Corporation, argues the integration model and constructing method of one-to-one marketing based on the TPL Corporation. Particular contents are: On the basis of research to the theory of the TPL management and one-on-one marketing, in light of the development status of domestic and international TPL, analyzes the comparative advantage, competitive advantage, and the feasibility of the one-to-one marketing implementation in TPL Corporation in aspects of value, technology and environmentThe feasibility analysis and advantage analysis are the basis and prerequisite of constructing the one-to-one marketing model in the TPL Corporation, on the other hand, the constructing, execution, control and appraisal of model, which is all linked with one another and undivided, comprise the core segments of the thesis. The substance of constructing one-to-one marketing model in the TPL Corporation is Business Process Reengineering(BPR) which concerns some vitals questions, such as the corporation structure, culture, management mechanism, logistics information management, and so on. In the process of the construction of model some theories,e.g. CRM, project oriented team, one-to-one marketing team, and 4Ps marketing strategy innovation, supply a great deal of inspiration.With the guidance of such theories and rules mentioned above, the one-to-one marketing model and the constructing method that is designed in this thesis can be summarized as follows:The customer information is its basis, the customer share is its center, the project oriented one-to-one work team is its organization structure, and CRM is its management mechanism. On the basis of satisfying the customers'decision variables (4Cs), the corporation makes its marketing decision (4Ps) by the two-way communication with the customers, pays attention to maintain and exploit the customers, and supplies clienteles the systematized and personalized logistics service. Meets personalized demand, at the same time achieves the mass customization marketing.The TPL Corporation should be in the support of the leaders, establishes the customer relationship management mechanism, establishes project-oriented and one-to-one marketing team, achieves a flat organizational structure, and at last construct the marketing method elements. The constructing and the implementation of one-to-one marketing model need to go through a gradual process, and the enterprise's organizational structure and management mechanism should also be changed with the constant innovation of marketing strategy. With the developing of domestic TPL, and the gradual maturity, some native TPL corporations, e.g. Sinotrans, Guangzhou Baogong Logistics Group,have prepared requisition for applying the one-to-one marketing theory to their operation in the respects of business management, corporation construct, logistics information technology, and corporation culture and so forth. At last, the author analyzes the partial one-to-one marketing ideal of Sinotrans and Guangzhou Baogong, and gives some executing suggestions in the light of the one-to-one marketing model designed in this thesis.