HD物流公司第三方零担物流市场营销策略优化研究

发布时间：2018-05-13 02:23

本文选题：市场策略 + 第三方物流　；参考：《上海外国语大学》2017年硕士论文

【摘要】：HD物流公司作为国内一家中小型企业,在日趋发达的物流行业中,所面临的压力和挑战也与日俱增。面对日新月异的物流市场,HD物流公司瞄准了物流零担市场作为新的发展方向,但在市场策略方面出现了一些问题有待优化。本文以实际应用为出发点,运用理论知识结合实际数据的方式,对HD物流公司在市场策略优化方面的问题进行研究,在研究过程中按照问题的提出、分析以及解决的思路来进行。首先详细的阐述了物流市场策略研究中相关理论文献以及目前物流市场中已经应用的研究,然后对公司所要面对的内外部环境以及主要竞争对手进行剖析,随后对HD物流公司在市场策略实施的过程的现状进行了描述,同时分析出其存在哪里需要优化的问题,最后,结合HD物流公司目前现状,从而在市场策略方面给HD物流公司提出了相应的优化方案以及实施过程中的保障措施,以期待能够对于HD物流公司目前市场策略所存在问题的解决能够起到很好的帮助,同时也能够帮助市场策略提高实施的可行性和有效性,从而最终帮助HD物流公司提高在市场上的竞争力。HD物流公司作为众多国内中小型企业的一员,其以企业物流的原型向零担物流进行拓展,HD物流公司在零担物流市场中策略实施中的问题,能够代表了众多步入零担物流市场的企业所存在的问题。通过本文对于HD物流公司策略实施中所存在问题的研究,以及提出的相应的优化方案,对于同样在此方面存在问题的企业有着一定的指导作用,进而也提升了本文研究的现实意义。本文创新点在于通过系统的研究HD物流公司向零担物流市场进入过程中所采取的策略,分析其存在的问题,进而结合国内外已有的成功案例,提出优化方案以及实施的措施。
[Abstract]:As a small and medium enterprise in China, HD Logistics Company is facing increasing pressure and challenge in the increasingly developed logistics industry. Facing the rapidly changing logistics market, HD logistics company aims at the logistics spare load market as a new direction of development, but there are some problems in the market strategy to be optimized. Based on the practical application, this paper studies the optimization of market strategy of HD logistics company by using theoretical knowledge combined with practical data, and puts forward the problem in the course of the research. Analysis and solution of ideas to proceed. First of all, it elaborates the relevant theoretical documents in the logistics market strategy research and the research that has been applied in the current logistics market, and then analyzes the internal and external environment and the main competitors that the company has to face. Then it describes the current situation of the implementation of HD logistics company's marketing strategy, and analyzes the problems where it needs to be optimized. Finally, combined with the current situation of HD logistics company, In order to solve the problems existing in the current market strategy of HD logistics company, the paper puts forward the corresponding optimization scheme and the safeguard measures in the process of implementation in order to help the HD logistics company to solve the problems existing in the current market strategy. At the same time, it can also help the market strategy to improve the feasibility and effectiveness of implementation, thus ultimately helping HD logistics companies to improve their competitiveness in the market. HD logistics companies as a member of many domestic small and medium-sized enterprises. Based on the prototype of enterprise logistics, the development of HD logistics company in the implementation of strategy in the logistics market can represent the problems of many enterprises entering the logistics market. Through the study of the problems existing in the implementation of the strategy of HD logistics company and the corresponding optimization scheme proposed in this paper, it has a certain guiding role for the enterprises that also have problems in this area. Furthermore, it also enhances the practical significance of this study. The innovation of this paper lies in the systematic study of the strategies adopted by HD logistics companies in the process of entering the part load logistics market, and the analysis of the existing problems, and then, combining with the existing successful cases at home and abroad, the optimization scheme and the implementation measures are put forward.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F259.23;F274

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