天地华宇“定日达”公路快运产品服务营销研究
发布时间：2018-10-29 18:16
【摘要】：改革开放三十年以来,中国的经济飞速发展,很多行业甚至达到了与发达国家相当的水平。然而谈到中国公路货运行业,却始终处于散、小、乱、差的状态。可喜的是过去几年我们可以看到一个趋势,公路货运的领先企业正在不断的进行业务创新,围绕着快运为核心业务进行转型。公路快运产品由于有着“准时”“安全”“快捷”等优势无疑将是公路货运企业提升和转型的方向。 本文是以公路货运服务的物流企业——天地华宇公司为研究对象,以其开展的公路快运产品“定日达”这一高附加值服务产品为例,讨论作为一种新的物流解决方案,“定日达”如何尽快让客户接受和认可并且在竞争中取得优势地位,扩大市场份额。 公路运输与服务相关,与营销相随,营销管理与公路运输的生存发展息息相关。本文运用案例分析、对比分析、调查分析等方法对天地华宇公司定日达产品服务营销环境进行分析,并对公司客户需求进行细分和定位,在服务营销7Ps理论指导下建立了以客户为中心的天地华宇服务营销组合策略：即产品策略、价格策略、促销策略、管道策略、过程策略、人员策略和有形展示策略。通过对市场营销理论的学习和研究,对国内外同行业成功经验的借鉴,为定日达产品设计了服务营销策略的实施保障和检测体系以及缩小服务质量差距的解决方案,来保证天地华宇服务营销策略的落实。 相信本文的研究结果将对天地华宇公司定日达快运业务的发展提供有益帮助,并对其他物流企业在服务营销方面也具有积极的借鉴意义。
[Abstract]:Since the reform and opening up 30 years ago, China's economy has developed rapidly, and many industries have even reached the same level as developed countries. However, when it comes to China's road freight industry, it is always in a state of scattered, small, chaotic and poor. The good news is that in the past few years we have seen a trend that the leading companies in road freight are constantly innovating and transforming around the core business of express transportation. Due to the advantages of "punctual", "safe" and "fast", highway express products will undoubtedly be the direction of road freight enterprises' promotion and transformation. This paper takes Tiandi Huayu Company, a logistics enterprise of road freight service, as the research object, and discusses as a new logistics solution the highway express transportation product "Dingda", a high value-added service product, as an example. "Dingda" how to let the customer accept and approve as soon as possible and gain the advantage position in the competition, enlarge the market share. Road transportation is related to service and marketing. Marketing management is closely related to the survival and development of road transportation. In this paper, case analysis, comparative analysis, investigation and analysis are used to analyze the marketing environment of Tiandi Huayu Company's Dingjida products and service, and to subdivide and position the customer demand of the company. Under the guidance of 7Ps theory of service marketing, a customer-centered strategy of Huayu service marketing is established: product strategy, price strategy, promotion strategy, pipeline strategy, process strategy, personnel strategy and tangible display strategy. Based on the study and research of marketing theory and the successful experience of the same industry at home and abroad, this paper designs the implementation guarantee and detection system of service marketing strategy and the solution to narrow the gap of service quality for Dingjida products. To ensure that heaven and earth Huayu service marketing strategy implementation. It is believed that the research results of this paper will provide beneficial help to the development of Dingjida express business of Tiandi Huayu Company, and also have positive reference significance to other logistics enterprises in service marketing.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F542
本文编号：2298430
[Abstract]:Since the reform and opening up 30 years ago, China's economy has developed rapidly, and many industries have even reached the same level as developed countries. However, when it comes to China's road freight industry, it is always in a state of scattered, small, chaotic and poor. The good news is that in the past few years we have seen a trend that the leading companies in road freight are constantly innovating and transforming around the core business of express transportation. Due to the advantages of "punctual", "safe" and "fast", highway express products will undoubtedly be the direction of road freight enterprises' promotion and transformation. This paper takes Tiandi Huayu Company, a logistics enterprise of road freight service, as the research object, and discusses as a new logistics solution the highway express transportation product "Dingda", a high value-added service product, as an example. "Dingda" how to let the customer accept and approve as soon as possible and gain the advantage position in the competition, enlarge the market share. Road transportation is related to service and marketing. Marketing management is closely related to the survival and development of road transportation. In this paper, case analysis, comparative analysis, investigation and analysis are used to analyze the marketing environment of Tiandi Huayu Company's Dingjida products and service, and to subdivide and position the customer demand of the company. Under the guidance of 7Ps theory of service marketing, a customer-centered strategy of Huayu service marketing is established: product strategy, price strategy, promotion strategy, pipeline strategy, process strategy, personnel strategy and tangible display strategy. Based on the study and research of marketing theory and the successful experience of the same industry at home and abroad, this paper designs the implementation guarantee and detection system of service marketing strategy and the solution to narrow the gap of service quality for Dingjida products. To ensure that heaven and earth Huayu service marketing strategy implementation. It is believed that the research results of this paper will provide beneficial help to the development of Dingjida express business of Tiandi Huayu Company, and also have positive reference significance to other logistics enterprises in service marketing.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F542
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