Research On Third Party Logistics Enterprises Marketing Based On Customer Relationship Management

With the sustained rapid development of China’s national economy and thegrowing demand of the production enterprises for logistics services, third partylogistics marketing in China has ushered in a good time of the rapid development. Atthe same time, with the large-scale invasions of the foreign-funded logisticsenterprises and the rise of the private logistics enterprises, the competitions among thethird party logistics enterprises in China are increasingly competitive，and thecompetition for customers is access to the white-hot level. How to retain customers、win new customers and seek the future development in the huge logistics market hasbecome fundamental to the marketing activities of third party logistics enterprises.Therefore, we analyze the marketing status quo of third party logistics enterprises inChina to find out the problems in the marketing process，and explore how to carry outthe marketing activities based on customer relationship management, which hascritical significance for enhancing the marketing level of third party logisticsenterprises and promoting the healthy and stable development of China’s third partylogistics industry.First of all, the research status of domestic and international customerrelationship management and third party logistics enterprise marketing aredemonstrated. And this paper considers customer relationship management and theconcept and the significance of the third party logistics and theirs enterprises. Thenintroduce the key to the impact of third party logistics marketing and propose theapplication of fuzzy comprehensive evaluation method to set up the model and assessits marketing effect.Second, the current marketing situation of third party logistics enterprise and theproblems in the marketing process are investigated. Then we probe the necessity andfeasibility of third-party logistics enterprise marketing based on customer relationshipmanagement. And then, according to the third party logistics enterprise, we presentthe marketing concept, content, strategy, effect evaluation index system in theperspective of the customer relationship management.Finally, the case study of the marketing in Xiamen A Logistics Co. Ltd. isexamined. Through the use of SWOT analysis method and Porter Five Forces Model，it’s summarized the problems on their business and the advantages and disadvantagesin the competition in order to discuss on how to perform the marketing activities onthe basis of customer relationship management. We evaluate the effect of itsmarketing in the application of fuzzy comprehensive evaluation. And it can beconcluded that the marketing based on customer relationship management isconducive to third-party logistics enterprises.