S Cold Chain Logistics Company Marketing Strategy

With the rapid development of Chinese economy and the increase of people's living standard, people are getting increasingly concerned on food quality. Unfortunately the current cold-chain logistics cannot completely meet the need of the food industry. Thanks to the increasing market demand and government support, Chinese cold-chain logistics industry has achieved great improvement in the past several years, and a great number of third party logistics and cold-chain logistics have emerged which shows great performance in regional markets, such as Sinotrans, COFCO, Shuanghui, Topin, Speed Fresh, and so on.The huge potential of domestic cold-chain market attracted foreign cold-chain giant to aboard in succession, posing tremendous pressure on third party cold-chain logistics enterprise in China. It is a serious problem how to gain a dominant position in the Game with domestic and foreign competitors for third-party cold-chain logistics companies at home and abroad. In addition, the confusion of market competition compress the profit space of cold-chain logistics service extremely limited. In the face of these challenges, our third party cold-chain logistics company not only need to implement lean management and lower operation cost in warehousing and transportation operation link, but also to formulate appropriate marketing strategies to attract more high quality customer to expand the market share and improve the company profits.This paper makes Shanghai S cold-chain logistics company as the research object, which is engaged in the third party cold-chain logistics, to explore her marketing strategies and implementation of the measures. First, this paper uses the method of PEST to analyze the factors in the macro environment of enterprises, such as economy, policies, laws, technology, social cultural environment. Second, this paper analyzes the cold-chain logistics industry with potter 5 power competition analysis model, including making the competitors as the key analysis, expounding the present major competitors of Shanghai cold-chain logistics industry systematically. Then, using the method of SWOT to analyze the company, to find the company's core competitiveness and the existing problems. After analyzing the environment of the company, this paper also makes a STP market analysis of the company, segments the market according to the market principle of market segmentation and founds the target market, make the Market positioning by using the market orientation strategy. Finally, on the basis of the above analysis, this paper proposes the company's marketing mix strategy from products, price, channels and promotion forward four aspects, and makes five implementing guarantee measures.