Research On Marketing Strategy Of R International Logistics Company Guangzhou Branch

As an emerging service industry,the international logistics industry provides products which are services.All major Chinese and foreign logistics companies want to remain competitive in the fierce competition.They cannot meet the needs of customers simply by relying on price wars or providing a single international transportation service.In recent years,world-renowned logistics companies have been expanding the global logistics service network through mergers and acquisitions of other logistics companies..As a well-known German-owned logistics company with a history of more than 100 years,R company acquired H company,a well-known third-party logistics company in the United States,at the end of 2015.It expanded its sales network in the United States.With the commencement of the merger of the two companies,the integration of sales strategy and product mix strategy is imperative.This article analyzed the internal and external marketing environment of R International Logistics Company Guangzhou Branch by means of literature research and interview..The SWOT analysis method was used in this paper to analyze the current situation of the enterprise from the perspective of STP and 7Ps theory.And the problems in marketing of Guangzhou Branch of R International Logistics Company were found,including no unified marketing strategy,chaotic sales process,,loss of marketing related personnel,the confusion of supplier resources.This article found a breakthrough aiming at these problems.That is to say,it looked for ways and means to solve the problems.First of all,the reasons for these problems were analyzed by interviews and in-depth analysis,and the root was found out,including the inconsistent opinions on the marketing strategy of the merged companies,no perfect product strategy,lack of standardized sales process serious shortages in the management of suppliers.Finally,based on the analysis results of the root cause of the problems,a strategy system to solve problems were put forward:?formulate a unified marketing strategy,that is,develop transportation network as the main and information technology as a supplementary model;?improve the sales process so that the marketers can efficiently accomplish the goals and improve customer satisfaction;?integrate the training and promotion,mechanisms and remuneration of relevant marketing personnel,in order to retain talent as the basis;?integrate supplier resources,classify suppliers,and establish supplier selection criteria.This article focused on the marketing issues that multinational logistics companies generate in the M&A process.Taking R Company Guangzhou Branch as the research background,it closely integrates with the actual situation of R Company's Guangzhou Branch and develops a new management perspective for its sales consolidation,in order to improve the pace of its merger,and better adapt to the current competitive environment.It has a certain degree of reference for the merger of marketing components in the merger of other types of logistics companies of the same industry.