Research On Marketing Strategies Of Delivery Business Of Logistic Company A

Since21th century, China’s economy ahead of the world’s continues to developrapidly and healthily and people’s lives are changing, living conditions and qualityare improving, the number of private automobiles is rapidly increasing. In the case ofEuramerican and Japanese auto markets nearly saturated, the rapid development ofChina’s auto industry is particularly striking, which prompts China to become one ofthe main sales markets of world’s major automobile manufacturers. The competitionamong manufacturers is becoming more and more fierce with the rapid and flouringdevelopment of Chinese automobile market. In order to obtain competitive priceadvantage, automobile manufacturers make efforts to reduce costs. Automobilethird-party logistics is paid more attention to as “the third profit source”.Automotive logistics industry as part of the logistics industry has beenconsidered to be the most complex logistics activity due to its complex logisticsprocess, fast response, high accuracy requirements, professional services and othercharacteristics. How to reduce logistics costs and improve logistics efficiency, hasbecome what the automotive and automotive third-party logistics enterprises concern.FAW-Volkswagen Company has reduced costs and made “improving service quality”as its developing direction, requiring its third Logistics Company A to make measuresto reduce logistics costs.Logistics Company A is the wholly owned subsidiary one of FAW Import andExport Company with advanced logistics information management system andmodern logistics facilities. Since its inception in1997, through the joint efforts of all staff of sixteen years, it has grown into a specialized and full-scale third-partylogistics and automotive parts company in Changchun which has a pivotal position inChangchun automobile logistics industry.However, in recent years, with the rapid increase of customer production andgreat competition of logistics distribution market, there have been some problems inthe distribution business of Company A, such as vague position of target market,uncertain process and high cost of distribution business and severe decrease ofcustomers.This thesis is aimed at distribution business of Company A and studies itsmarketing strategies. In allusion to the problems of logistics distribution business, thethesis analyzes marketing environment and puts forward a improvement scheme tosolve the problems from the perspective of marketing. The target market of itsbusiness should be positionedas the FAW-Volkswagen and its suppliers basedautomotive parts distribution business to FAW Car CKD supplemented. The strategyof target market of Company A should be positioned as: establishing long-termstrategic cooperative partnership to achieve win-win results, maximizing the supplychain as a whole to achieve entire profits, forming development model of automotiveindustrial logistics featured of Changchun’s automotive industry and establishing alogistics network system covering the whole automotive industry of Changchun.According to channels, products, prices and promotion in marketing management, theauthor develops mixed marketing strategies of distribution business of Company A.First, the strategy of optimization of logistics distribution operation. It is aimed at rootteam construction and logistics quality control. Second, the mixed strategy ofoptimization of logistics distribution business. It can be spread from optimizingpackage scheme, optimizing logistics routes and improving vehicle load, expandinglogistics distribution business of local suppliers. Third, the strategy of moderate andelastic prices. Fourth, the strategy of customer-relation management. It should be carried out from strengthening customer communication and one-to-one marketing.