A Marketing Strategy Of Cold Chain Logistics Products Of S Company

"Hunger breeds discontentment",food is the foundation of the people's survival.The chain of food from the production to the consumption contains many links.Low temperature corrosion protection is the most important implementation method in the standard.In particular,the domestic fresh frozen industry has entered into the rapid development stage due to the increasing import trade of the fresh frozen goods recently.The development of economy makes the people's living standards improving continuously,which also makes the people paying more attention to the safety factors of low-temperature food's logistics links.Chinese cold chain logistics industry has entered a stage of rapid development based on the market demand and the strong government support,which provides an opportunity for S company entering the cold chain logistics industry.This paper chooses S company's cold chain logistics service as the research subject,the author first outlines the basic situation of the cold chain logistics industry,then analyzes the marketing environment of the cold chain logistics industry and S company's advantages,disadvantages and opportunities in this industry,and then uses target market positioning method to determine the market of S company's cold chain logistics service.Finally,combined with 4Cs marketing theory and Integrated Marketing Communication theory,this paper discusses the marketing strategy of "cold transport big bus" launched by S company.This paper analyzes the rationality and.insufficiency of the marketing strategy by using the methods of "literature research" and puts forward corresponding improvement suggestions from the deficiencies of customer,cost,convenience and communication.Through this essay,the author makes a more systematic understanding of the logistics industry,and also hope to a certain extent for other cold chain logistics enterprises in the product design to provide some reference.