中外运深圳分公司营销渠道优化策略

发布时间：2018-05-21 00:28

本文选题：渠道优化 + 营销渠道　；参考：《中南大学》2012年硕士论文

【摘要】：近年来,我国物流经过了代理合作、中外合资等几次变革后,中国的物流市场格局发生了非常大的变化,中国物流市场正逐渐形成综合实力相对失衡的竞争新局面。随着物流业的不断深入和发展,原来的营销模式已经不能适应物流企业发展的需求。为了在未来的激烈市场竞争中取得优势,各个物流企业纷纷展开了营销渠道策略来抵御竞争,在产品、价格和促销都日趋同质化的今天,营销渠道这种竞争优势就变得非常重要。中外运深圳分公司作为外运发展下属的一家分公司,目前主要经营的是国际快递、国际传统的货运代理业务以及其他综合物流项目业务。国际快递业务主要是代理日本OCS公司的产品(中文全称：日本海外新闻株式会社)——目前这块业务主要是与香港OCS公司合作。本文从营销渠道相关理论出发,在简述了中外运深圳分公司的发展历程的基础上,对深圳市物流资源以及支持政策进行了详细的分析,接着从总体竞争态势以及主要竞争对手两个方面对整个深圳市的物流行业竞争结构进行了分析,分析了中外运深圳分公司目前的营销渠道现状,指出了公司目前的营销渠道存在的问题分析,在此基础上,对中外运深圳分公司营销渠道的优势、劣势、机会、威胁进行了详细的分析。然后探明了中外运深圳分公司渠道优化的目标与定位,对中外运深圳分公司渠道组织结构与职能进行优化,从渠道的广度与长度两个维度对中外运深圳分公司的渠道进行优化,并且引入了网格化营销下的渠道体系建设,提出了中外运深圳分公司渠道冲突管理对策以及对中间商的控制与激励对策。
[Abstract]:In recent years, after several changes, such as agency cooperation, Sino-foreign joint venture and so on, China's logistics market has undergone great changes, and China's logistics market is gradually forming a new competitive situation of relative imbalance of comprehensive strength. With the development of logistics industry, the original marketing model can not meet the needs of logistics enterprises. In order to gain the advantage in the fierce market competition in the future, each logistics enterprise launches the marketing channel strategy one after another to resist the competition. Today, the products, the price and the promotion are becoming more and more homogeneous. This competitive advantage of marketing channels becomes very important. Sinotrans Shenzhen Branch as a subsidiary of the development of foreign transportation, currently mainly engaged in international express, international traditional freight forwarding business and other integrated logistics projects business. International express business is mainly acting Japan's OCS products (full name: Japan overseas News Co., Ltd.)-the current business is mainly with Hong Kong OCS cooperation. Based on the theory of marketing channel and the development course of Sinotrans Shenzhen Branch, this paper makes a detailed analysis of the logistics resources and supporting policies of Shenzhen. Then it analyzes the competition structure of the logistics industry in Shenzhen from two aspects of the overall competitive situation and the main competitors, and analyzes the current marketing channel situation of Sinotrans Shenzhen Branch. This paper points out the problems existing in the current marketing channels of the company and, on this basis, analyzes in detail the strengths, weaknesses, opportunities and threats of the marketing channels of Sinotrans Shenzhen Branch. Then it explores the target and orientation of channel optimization of Sinotrans Shenzhen Branch, optimizes the channel organization structure and functions of Sinotrans Shenzhen Branch, and optimizes the channel of Sinotrans Shenzhen Branch from the two dimensions of channel width and length. It also introduces the channel system construction under the grid marketing, and puts forward the channel conflict management countermeasures of Sinotrans Shenzhen Branch, as well as the control and incentive countermeasures to the middlemen.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F552;F259.23

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