Study On The Construction Of Marketing System Of Third Party Logistics Enterprises

The deepening of China’s market economy reform together with the continuous emergence of new economic forms provide a big platform for the constant development of the third-party logistics. Meanwhile, modern communication technologies boom, the market competition environment changes, and the logistics competition intensifies, all of which boost the development the third-party logistics enterprises.Nowadays, international logistics has developed into a relatively mature stage, however, in China, logistics is an emerging industry yet in its infancy with a short development history and low-degree of maturity. It draws keen attention not only from the business and academic circles, but also from our government and the media, thus suggesting a wave which starts from the southeastern coast and then sweeps the country. Enterprise marketing, as the most important issue concerning the management of third-party logistics enterprises, becomes the focus of the attention. The marketing of a third-party logistics enterprise, which plays a decisive role in its existence and development, can be regarded as the key point of enterprise development. To seize marketing means to seize the key of development of third-party logistics enterprises.To begin with, the third-party logistics develops in a complicated internal and external environment. Since the environment has a great impact on its development, this paper analyses the environment from three aspects:firstly, PEST model is applied to analyse the macro environment; secondly, customers’current status and requirements are analysed; thirdly, Porter’s5-force model is adopted to analyse the industry environment.Second, although the marketing of China’s third-party logistics enterprises witnesses a boom, various problems still exist. This paper conducts an analysis based upon both its historical development and present state.Third, the necessity for third-party enterprises to construct a marketing system is analysed from four main aspects:a) the necessary measures to change or direct the market needs and enhance competitiveness of enterprises; b) the effective ways to strengthen the logistics capability; c) the effective means to lower the investment risks; d) the essential requirements of upgrading enterprise images. Finally, this paper investigates into two key issues:a) the core issue concerning the marketing system construction of third-party logistics enterprises; b) the details of marketing system construction.