Study Of Market Positioning Strategies Of Yizhan Network

Logistics industry, developing 60 years in China, after the 30-year-reform and-opening-up of China's seeding economy, has become a huge industry complex. In the road transport industry, enterprises are scattered and have no mutual connections. However, due to a variety of factors, a large number of problems exist in this industry. The whole industry is dispersed and fragmented, the information is asymmetric, the allocation of transport resources are unreasonable, the transaction chain is too long, and the logistics cost is too high. As internet economy develops fast in China in recent years, internet becomes a driver to promote innovation and reform in different kinds of industries. Similarly, many investors who have observed the problems long existing in in logistics industry, aim to reform and upgrade the logistics industry. Various logistics e-commerce platforms appear like mushrooms in recent years and are operating to provide tailor-made services in the field of logistics. They are all racking their brains to attract the customers and seize the market, making the competition in the industry become more intensified.The thesis studies the case of Yizhan Network, an e-platform of logistics for information exchange and transaction launched by Guangdong Yizhan Network Technology Co., Ltd. At the outset, the thesis discusses problems encountered by Yizhan Network in the process to open and widen the market, then the thesis analyzes the reasons behind those problems and following the analysis the thesis puts forward some suggestions in terms of re-positioning the market. By adopting the various marketing theories, along with the advantages and disadvantages of the company, the thesis re-positions the target market, re-position the network itself, and then makes plans to apply those new market positioning.