Research On The Optimization Of Marketing Strategy Of China Europe Train Logistics Business Of YXO Logistics Co.,LTD

Since its first operation in 2011,the China-Europe Railway has gradually entered the stage of normalization.At present,as the direction of China-Europe freight train operation gradually changes from relying on government subsidies to market-oriented direction,the logistics of China-Europe freight train of YXO company hopes to gain the initiative position in the market without government subsidies,so as to realize the purpose of continuing to develop the freight train steadily without government subsidies.However,YXO Logistics company is seeking for better operation,operation mode and market orientation,but also constantly exploring,YXO Logistics Co.,Ltd.exposed its downstream customers too dependent on secondary national freight forwarders,lack of ability to control service quality,not better maintain the pricing relationship with customers,lack of marketing power,not to make full use of network publicity channels and other problems,which led to certain unfavorable factors in the marketing process of YXO company.How to effectively deal with the existing logistics services of China-Europe freight trains,and centering on the goods of China-Europe freight trains to adapt to different target markets and different needs of consumers,so as to form a good brand effect is an urgent problem to be solved in the development of China-Europe freight trains.Based on the marketing theory,this thesis analyzes the current marketing status and problems of YXO Logistics Co.,LTD.,and determines the research framework and thinking of this thesis.Since its establishment in 2011,YXO Logistics Co.,Ltd.has gone through four stages: initial stage,mature stage,high-speed development stage and high-quality development stage.From the current situation of business development,there are three characteristics: "more high-quality goods,significantly driven by the industry","the types of goods are developing in a more abundant direction",and "the economic and trade role of the channel is played to the greatest extent".There are always many problems in the logistics marketing process of YXO Logistics Co.,LTD.’s China-Europe freight train.It can be summarized as: over-dependence of downstream customers on secondary international freight forwarders,gradual homogenization of logistics services provided by enterprises,lack of ability to control service quality,lack of better maintenance of pricing relationship with customers,lack of marketing power,and insufficient use of network publicity channels.On the basis of using PSET method and SWOT method to analyze the internal and external environment of YXO Logistics Co.,LTD.’s China-Europe freight train logistics business,we should change the marketing mode of China-Europe freight train logistics,make efforts in reducing the impact of homogenization of China-Europe freight train,make efforts in the pricing system of China-Europe freight train logistics,actively organize the return freight source of China-Europe freight train,and control the service quality The thesis puts forward six marketing strategies on the marketing channel of China-Europe Express train.In order to ensure the smooth implementation of the marketing strategy,this thesis also puts forward several countermeasures,which can be summarized as improving the organizational structure to ensure the organizational support,building a quality team to strengthen staff training,improving the level of business ability to ensure the quality of logistics service and carrying out the construction of corporate culture to achieve sustainable development.