A Study Of Logistics Service Customization Marketing

As logistics has developed into a new industry, a study of logistics marketing from organization angle is very significant. First, as an organization a logistics enterprise should know what the customer wants and needs are and satisfy them. Marketing is an important function of an enterprise, and it is an important way to create customers. Second, as the logistics matures day by day, more and more logistics enterprises are founded, and many multinational logistics companies come in. Logistics enterprise should improve its competitive power by marketing. For these reasons, this paper applies the customization marketing theory into logistics marketing after recognizing the personality and customization characteristics of logistics service, and tries to satisfy the customer needs by mass customization logistics. First, it analyzes the necessity and feasibility of logistics service customization marketing, and gets the positive result. Then it constructs the logistics service customization marketing way, including logistics market segmentation, market targeting, logistics service modularity design, logistics service customization project design, customer customization convenience, customization cost management and customer relationship management. Logistics enterprises can serve customers with modular service with low cost and high efficiency. Logistics service customization project design changes the customers' personality needs into customization project. Customization convenience makes sure customer consume conveniently from customization expression, process, control and reaction. Customization cost management tries to reduce customization cost for customer to improve enterprises' competitive power and customer value. At last logistics enterprises tries to build good relationship with customers by customer relationship management, and improve customers' loyalty at last.