Studies On Strategic Marketing Of Harbin Company Of China Railway Express Co., Ltd.

The coming of the era of world economic integration and rapid development of Chinese economy provides the broad space and market opportunities for Chinese logistics industry. The rapid increase of domestic logistics enterprises and entry of foreign logistics companies after China join the WTO, makes the competition of logistics industry increasingly heated.Harbin Company of China Railway Express Co., Ltd. is one of the enterprises which entered the logistics industry earliest in Heilongjiang Province. The rapid development of domestic economy and continuously expanding of foreign trade scale brings good opportunities of development for it and it faces the threats of factors such as fiercer competition, etc. As a member of Logistics companies, So it has important significance for the company to expanding the market and seeking rapid development to establish feasible marketing strategy.According to the correlative theory of logistics marketing, this thesis firstly analyzes the status in quo of Harbin Company by using the method combining normative research and empirical study, and finds out the problems in its logistics marketing from aspects of information, marketing popularizing, brand, incentive mechanism, specialized talents and service firstly. Secondly, the thesis analyzes deeply the internal and external environment of Harbin Company, and makes clear the opportunities and threatens faced by the company, the advantage and disadvantage, providing the foundation for establishing marketing strategy. Thirdly, based on the analysis of internal and external environment of the company, the thesis puts definitely forward the marketing strategic goal of the company and strategic pattern, and brings forward the marketing policy matching the strategic goal and pattern from product, price, marketing channel, marketing policy and customer relation. Finally, the thesis puts forward the safeguard measures from the aspects of establishment of enterprise culture, management of salesman, management of customers relation and control of finance in order to ensure the successfully implement the company's marketing strategy.