Marketing Strategy Research Of TGLF Cold Chain Logistics Co.,Ltd.

In recent years,with the rapid development of the China's economy,the social public's demand for the material needs has continuously increased;it is obvious that their demand for fresh food is on the increase.But the development of the cold chain logistics is comparatively backward in our country.Currently the comprehensive cold chain circulation rate in our country is only 19%,among which the circulation rate for fresh fruit and vegetable,meat and aquatic product is 5%,15%,23%.But the comprehensive circulation rate for these categories in the developed countries such as America & Japan is 85%,in which the cold chain circulation rate for meat poultry is 100%,this rate is above 95% for vegetables and fruits.Exactly based on the above data,the huge transnational TG group invest in the cold chain logistics network in mainland China.But domestic cold chain logistics and warehousing enterprises have already smelt the enormous business opportunities and make full use of local advantages the preemptive occupation of the market,how to win the advantage position in the fierce competition with local rivals,is a serious problem faced by TG group,in addition,the profit of the cold chain logistics enterprise is very low due to the lower market competition.In the face of these challenges and in order to attract more high-quality customers,expand market share and improve the company's profits,TGLF cold chain logistics company need to establish more accurate marketing strategies besides implementing the more sophisticated management in warehousing,transportation,and other operational aspects to reduce the operational cost.This thesis is specialized in the research of the third party cold chain warehousing and transportation business of TGLF Cold Chain Logistics Company to explore its marketing strategy and the implementation guarantee.First of all,analyzing the macro environment of economy,policy,law,technology,social and cultural environment factors,expounding the development trend of macro environment as well as the advantages to TGLF cold chain Logistics Company.Then analyzing the cold chain business line via using the Porter's five competitive forces analysis model,through which the main competitors of TGLF have been systematically discussed,Lastly,analyzing the TGLF Cold Chain Logistics Company in detail and further find out company's core competence and the existing problems in the enterprise marketing.After the internal and external environment analysis of TGLF Cold Chain Logistics Company,the target market of TGLF has been secured through the STP analysis based on the principle of market segmentation and the market positioning has been made through the marketing positioning strategy for TGLF Cold Chain Logistics Company.At last,based on the above analyses,this thesis put forwards the integrated marketing strategy on the products,price,place and promotion.Also,with the guarantying measurement.