Research On Marketing Strategy Of FYD Logistics Company

Logistics is regarded as the third profit source^[1].With the development of China's socialist market economy,the logistics industry,especially the third party logistics,plays a more and more important role in many fields.Therefore,there is a phenomenon of"logistics fever"in China.The development of the logistics industry has become the focus of social concern.More and more individuals and units pay attention to the development of the logistics industry.The state will release the changes in the logistics index every other time,and see the important position of logistics in the national economy.Against this background,all kinds of logistics enterprises suddenly come up.However,due to low market maturity and imperfect system,industry competition is basically in a state of disorder,which objectively challenges the survival and development of logistics enterprises.In China,most of the small and medium logistics enterprises are converted from the traditional family transport enterprises.In addition,in recent years,the number of small and medium logistics enterprises in China has increased rapidly and developed rapidly,showing a vigorous development trend.However,because of the weak marketing concept and lack of competitiveness,most of the small and medium-sized logistics enterprises have encountered bottlenecks in the development.Many small and medium-sized logistics enterprises lack the vigilance,still use the traditional marketing concept,mechanical marketing combination,there is no prominent modern marketing importance.Therefore,the competitive advantage is gradually lost,resulting in the decline of the market share of the external market,and finally forced to withdraw from the market.In this paper,in the Pearl River Delta region,a small and medium logistics enterprise-FYD logistics company's profit decline in recent years,through the investigation and research found that the company's business volume growth is slow,the market growth rate has been declining year after year.This shows that the company is facing the problem of declining market growth rate.This problem has brought adverse effects to the company,such as the scale efficiency is hard to achieve,facilities and equipment are idle,and sustainable development is threatened.For the small and medium logistics enterprises such as FYD logistics company,the volume of business is the lifeline of the enterprise.The growth rate of the market is the fundamental guarantee for the survival and development of the company.If it can not solve the problem of the decline in the market growth rate well,the company is forced to withdraw from the market competition.In order to solve this problem,this article starts with the marketing strategy of the company.The survey found that the decline in the company's market growth rate is due to the fact that customers do not have limited service products or services from identification with company.Therefore,this paper points out the specific problems in the marketing strategy of the company,from the customer's perspective,from the lack of customer demand,the lack of respect for the customer's willingness to transparent consumption,the convenience of the purchase,and the smooth communication.Finally,aiming at the analysis of the specific marketing strategy,this paper puts forward some suggestions to improve the product variety,play the role of the price factor,explore the new marketing model and train the professional team.It is hoped that the company can improve the market growth rate and eliminate the adverse effects caused by the market growth,so as to obtain long-term stable operation and development.This article not only has a certain guiding significance for the development of FYD logistics company,but also provides reference for other similar enterprises.