K物流公司公路运输业务市场定位研究
发布时间：2018-08-16 19:15
【摘要】：K物流公司是一家主要从事国际海、空运货物运输代理、第三方物流为主的物流公司。随着近三十年中国经济持续的发展,进出口贸易不断增长,K物流公司在中国的业务取得了飞速的发展。但2008年经济危机的到来,世界贸易量的急剧下降,K物流公司国际空海运业务量大幅降低。而中国国内公路运输的巨大需求及利润空间,给K物流公司带了新的发展动力。因此K物流公司希望在中国市场发展公路运输业务,找到新的业务增长点,成为综合性的物流公司。 这篇论文首先论述了目前世界上关于市场定位的相关营销理论,其次结合K物流公司在中国开展公路运输业务的背景论证公路运输业务市场定位的过程和结论,最后论述了为达成市场定位所采用的策略及随着市场环境的变化重新定位。市场定位是现代成功企业制胜的法宝,市场营销活动主要是以市场定位为基础上开展。本文以市场调研为基础,根据营销和物流相关理论,同时对K物流公司目前面临的竞争环境加以分析,阐述市场定位的必要性。对目标市场客户群和竞争对手进行分析,同时结合SWOT方法对K公司自身优势和劣势分析,提出了K物流公司在中国市场业务定位的策略及如何执行此策略的方案。本文所使用的数据都是目前K物流公司的市场真实数据。
[Abstract]:K logistics company is mainly engaged in international sea, air cargo transport agent, third-party logistics company. With the continuous development of China's economy in the past 30 years, import and export trade has been continuously growing. However, with the arrival of the economic crisis in 2008, the volume of world trade has dropped sharply. The huge demand and profit space of China's domestic road transportation bring new impetus to K logistics company. Therefore, K Logistics Company hopes to develop road transportation business in Chinese market, find new business growth point, and become a comprehensive logistics company. This paper firstly discusses the relevant marketing theories about market positioning in the world at present, and then demonstrates the process and conclusion of road transportation business market positioning by combining with the background of K logistics company to carry out road transportation business in China. Finally, it discusses the strategy to achieve market positioning and repositioning with the change of market environment. Market positioning is the magic weapon of success in modern enterprises, and marketing activities are mainly carried out on the basis of market positioning. On the basis of market research, according to the theory of marketing and logistics, this paper analyzes the competitive environment facing K logistics company and expounds the necessity of market positioning. Based on the analysis of the customers and competitors in the target market and the analysis of the advantages and disadvantages of K Company based on the SWOT method, this paper puts forward the strategy of the business positioning of K Logistics Company in China and how to carry out the strategy. The data used in this paper are the real market data of K Logistics Company.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F259.23;F542
本文编号：2186917
[Abstract]:K logistics company is mainly engaged in international sea, air cargo transport agent, third-party logistics company. With the continuous development of China's economy in the past 30 years, import and export trade has been continuously growing. However, with the arrival of the economic crisis in 2008, the volume of world trade has dropped sharply. The huge demand and profit space of China's domestic road transportation bring new impetus to K logistics company. Therefore, K Logistics Company hopes to develop road transportation business in Chinese market, find new business growth point, and become a comprehensive logistics company. This paper firstly discusses the relevant marketing theories about market positioning in the world at present, and then demonstrates the process and conclusion of road transportation business market positioning by combining with the background of K logistics company to carry out road transportation business in China. Finally, it discusses the strategy to achieve market positioning and repositioning with the change of market environment. Market positioning is the magic weapon of success in modern enterprises, and marketing activities are mainly carried out on the basis of market positioning. On the basis of market research, according to the theory of marketing and logistics, this paper analyzes the competitive environment facing K logistics company and expounds the necessity of market positioning. Based on the analysis of the customers and competitors in the target market and the analysis of the advantages and disadvantages of K Company based on the SWOT method, this paper puts forward the strategy of the business positioning of K Logistics Company in China and how to carry out the strategy. The data used in this paper are the real market data of K Logistics Company.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F259.23;F542
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