A Study On Y Logistics Company's Marketing Strategy

Emerged in the 1980 s in Western developed countries,third party logistics as a new logistics form has been attracting attentions from enterprises and gaining rapid development with its unique features.The concept of third party logistics was introduced to China till the 1990 s.In recent years,with the improvement of market economic mechanism and the deepening of enterprise restructuring,domestic enterprises gradually come to the realization of the importance of third party logistics and the demand for services provided by third part logistics enterprises has been on the increase.Third party logistics is experiencing rapid development along with the development of domestic economy,it has been play significant role in the development of the national economy in China.Modern logistics is to become one of the most important industries and new economic growth points for the Chinese economy.The marketing strategies of third party logistical services are important aspects of the strategic management of third party logistics companies.Based on the case Y logistics company,this thesis employs modern logistics and marketing theories,combines the essences of service and relationship market and utilizes integrated methods to carry out systematic study of the marketing strategies of the company.By analyzing the overall industrial environment and development trend of domestic logistics and the investigation,analyses and comparison of the internal and external environments of Y Company,the author uses enterprise marketing theories and SWOT analytical tools to analyze and identify the market,customer and product positioning of Y Company.And the thesis further comes out with marketing strategies based on product strategies,pricing strategies,sales channel strategies,promotional strategies etc.It is hoped that a proper way could be found to enhance the service quality,boost the core competitiveness,consolidate the relationships with long term customers for Y Company and the domestic third-party logistics enterprises.This thesis finally put forward some constructive suggestions on the formulation of marketing strategies for Y Company,hoping that these suggestions will be of help for the Company and for companies similar to Y company in their formulation of marketing strategies.