A物流公司配送业务市场营销策略研究

发布时间：2018-03-16 21:44

本文选题：第三方物流　切入点：物流配送　出处：《吉林大学》2013年硕士论文　论文类型：学位论文

【摘要】：进入21世纪以来，中国经济领先于世界经济继续保持快速健康的发展，中国百姓的生活日新月异，生活水平不断提升，生活质量逐步提高，居民私家车拥有数量急剧上升。在美日欧等汽车生产大国的汽车市场几乎达到饱和的情况下，快速发展的中国汽车产业引起全球的瞩目，全球各大汽车生产商已将中国视为自己的主要销售市场。伴随着中国汽车市场快速蓬勃发展的同时，汽车厂商之间的竞争也越来越激烈。为了在竞争过程中取得汽车销售价格方面的优势，各汽车生产商都在努力压缩各自的生产成本。汽车第三方物流作为“第三利润来源”受到汽车生产商的高度重视和青睐。汽车物流业作为物流行业中的一部分，由于其具有精确的物流要求、复杂的物流过程、快速的物流响应、专业的物流服务等特点，被业内人士公认为是物流行业中最复杂的物流活动。如何降低物流成本、怎样提高物流效能，已经成为第三方物流企业和汽车生产企业共同关注的问题。目前，一汽大众公司已经将降低物流成本、提升物流服务水平视为其今后物流发展的重要方向，要求其第三物流A物流公司主动采取降低物流运行成本的措施。 A物流公司是一汽进出口公司旗下的全资子公司，，由一汽进出口公司100%控股。公司拥有先进物流信息管理系统和现代化的物流设施，自1997年成立至今，经过全体员工十六年的共同努力，已经发展成为长春地区具有一定规模的专业化第三方汽车物流公司，在长春汽车物流行业中有着举足轻重的地位。但是近几年随着客户产量快速增加，长春地区物流配送市场竞争激烈，A物流公司配送业务出现了目标市场定位模糊、物流配送业务过程不稳定、物流配送业务运营成本高、客户流失严重的问题。本文以A物流公司配送业务为对象，研究A物流公司配送业务市场营销策略。针对其物流配送业务现有的问题，进行市场营销环境分析，从市场营销学的角度提出解决问题的改善方案。将A物流公司配送业务的目标市场定位于以一汽大众公司及其国产化供应商汽车零部件配送业务为主，以一汽轿车CKD零件配送业务为辅。将A物流公司配送业务的目标市场策略定位成：与客户建立长期战略合作伙伴关系，以期达到共赢的结果，进而实现供应链最大化的整体利益，形成具有长春汽车产业特色的汽车产业物流配送发展模式，建立覆盖整个长春汽车产业的物流网络体系。围绕营销管理中的渠道、产品、价格、促销四个方面，制定出A物流公司配送业务市场营销组合策略。第一，物流配送作业过程改善策略。主要从基层班组建设和物流配送质量控制两方面抓起。第二，物流配送业务组合优化策略。主要可以从优化包装方案、优化物流路线提升车辆满载率、扩大本地供应商的物流配送业务三方面展开。第三，采取适度弹性的价格策略。第四，客户关系管理强化策略。应从强化客户沟通和一对一营销两个方面落实。
[Abstract]:Since twenty-first Century, Chinese economy ahead of the world economy continues to maintain rapid and healthy development of Chinese people's lives change rapidly, and improve the level of life, quality of life gradually improved, residents of private car ownership increased sharply. In Japan's largest producer of automotive car market is almost saturated, the rapid development of automobile industry Chinese from the eyes of the world, the world's major automobile manufacturers have Chinese as the main sales market of their own. Along with the rapid development of the China automobile market at the same time, competition between automobile manufacturers has become increasingly fierce. In order to get the car sales price advantage in the competition process, various car manufacturers are trying to compress their the production cost of the car. The third party logistics as "the attention and favor the third source of profits" by car manufacturers.
The automobile logistics industry as part of the logistics industry, because of its precise logistics logistics requirements, the complex process of logistics quick response, professional logistics service and other characteristics, the industry was considered to be the most complicated logistics industry in logistics activities. How to reduce logistics cost, how to improve the logistics efficiency, has become the common concern of the third party logistics enterprise and automobile enterprises. At present, FAW Volkswagen has to reduce logistics cost, enhance the level of logistics services as an important direction of the future development of the logistics, the third logistics A logistics company take the initiative to reduce logistics operation cost measures.
A logistics company is the FAW import and export company, a wholly owned subsidiary, the FAW Group Import & Export Company 100% holdings. The company has advanced logistics management information system and modern logistics facilities, since its inception in 1997, the staff after sixteen years of efforts, has become the Changchun region has a certain scale professional third party automobile the logistics company, has a pivotal position in the Changchun automobile logistics industry. But in recent years, with the rapid increase of customer production, Changchun area logistics market competition, A logistics company business appeared fuzzy target market positioning, logistics business logistics distribution business process is not stable, high operating costs, customer loss serious problem.
This paper takes A logistics company business as the object of study of A logistics company business marketing strategy. Aiming at the problems of the existing logistics distribution business, marketing environment analysis, put forward the improvement scheme to solve the problem from the angle of marketing. The A logistics company with the target market positioning to send business to FAW Volkswagen and domestic suppliers of auto parts distribution business, to the FAW car CKD parts distribution business as a supplement. The target market positioning strategy of A logistics company business: to establish long-term strategic partnership with customers, in order to achieve win-win results, so as to realize the maximization of the overall interests of the supply chain, the formation of automobile industry logistics the development mode of automobile industry has Changchun characteristics, establish the logistics network system covering the whole Changchun automobile industry.
On the marketing management of the product, price, channel, promotion four aspects, developed A logistics company business marketing strategy. First, the logistics distribution operation process improvement strategy. Mainly from the grassroots team building and logistics quality control two aspects. Second, logistics distribution business portfolio optimization strategy. Mainly from optimization packaging solutions, optimization of logistics routes to enhance vehicle loading rate and expand the logistics business of local suppliers in three aspects. Third, take appropriate and flexible price strategy. Fourth, strengthen customer relationship management strategy. We should strengthen the communication with customers and the two aspects of marketing implementation.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F259.23

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