本科毕业论文
中集物流公司服务营销策略组合的探析
院（系、部）名 称 ： 工商管理学院
专 业 名 称： 学 生 姓 名：
学 生 学 号： 1 指 导 教 师：
年 月 日
摘 要
摘 要
随着国内经济的迅速发展，第三方物流业也得到了迅速的发展迎来了最好时机，在国民经济建设中扮演了越来越重要的角色，起了很重要的作用。因此，现代物流业将成为我国经济发展新的支柱产业，同时担负着为其他行业提供现代物流服务的使命。而物流企业在战略管理中必须重视的一项内容就是服务营销策略。本文通过对中集物流公司的经营环境进行SWOT分析，并结合7Ps服务营销理论，探讨了中集物流公司发展的营销策略。为了提高中集物流公司的核心竞争力，使之快速成长。本文围绕企业的总体战略，针对中集物流公司存在的问题，全面的提出了产品策略、渠道策略、人员策略、有形展示策略以及策略之间的组合，并提出了中集物流公司实施各项策略时的保障措施。为企业的持续发展提供市场开拓的保障，对企业的营销实践有一定的指导意义。 关键词：第三方物流；服务营销；营销策略；策略组合；策略实施
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摘 要
Abstract
With the rapid development of the domestic economy, the third-party logistics industry has been rapid development has also ushered in the best time, played an increasingly important role in the national economy, plays an important role. Therefore, the modern logistics industry will become a new pillar industry of economic development, at the same time responsible for providing logistics services to other trade mission. And an element of logistics enterprises in strategic management must pay attention to is the service marketing strategy. In this paper, CNCC company's business environment through SWOT analysis, combined with 7Ps service marketing theory, discusses the marketing strategy CNCC company. To improve the CNCC company's core competitiveness, so that rapid growth. This paper focuses on the overall business strategy for the company CNCC problems put forward a comprehensive product strategy, a combination of channel strategy, personnel strategy, physical evidence between strategy and tactics, and made in the implementation of the strategy set logistics companies when safeguards. Provide marketing protection for sustainable development of enterprises, the enterprise marketing practice has a certain significance.
Keywords:Third-party logistics;marketing services;marketing strategy;Policy implementation; policy enforcement
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目 录
目 录
摘 要 ........................................................................................................................................... I Abstract .................................................................................................................................... II 引言 ............................................................................................................................................ 1 一、第三方物流服务营销相关理论概述 ................................................................................ 1
（一）第三方物流概述 ..................................................................................................... 1 （二）物流服务营销概述 ................................................................................................. 1
1.物流服务营销 .......................................................................................................... 1 2.7Ps营销理论的内涵 ............................................................................................... 1
二、中集物流公司概况及问题分析 ........................................................................................ 2
（一）中集物流公司概况 ................................................................................................. 2
1.组织结构 .................................................................................................................. 2 2.人员情况 .................................................................................................................. 3 3.车辆以及车辆运力情况 .......................................................................................... 3 4.业务情况 .................................................................................................................. 3 （二）中集物流公司服务营销存在的问题 ..................................................................... 3
1.外部市场营销问题 .................................................................................................. 4 2.内部营销问题 .......................................................................................................... 4 3.客户服务营销问题 .................................................................................................. 5
三、中集物流公司服务营销策略的制定 ................................................................................ 5
（一）SWOT分析 ................................................................................................................ 5
1.优势分析 .................................................................................................................. 6 2.劣势分析 .................................................................................................................. 6 3.潜在机会分析 .......................................................................................................... 6 4.潜在威胁分析 .......................................................................................................... 6 （二）中集物流公司服务营销策略 ................................................................................. 7
1.产品策略 .................................................................................................................. 7 2.渠道策略 .................................................................................................................. 8 3.人员策略 .................................................................................................................. 8 4.有形展示策略 .......................................................................................................... 9
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目 录
（三）中集物流公司服务营销策略组合探析 ............................................................... 10
1.产品策略和渠道策略组合 .................................................................................... 10 2.人员策略和渠道策略组合 .................................................................................... 10 3.人员策略和有形展示策略组合 ............................................................................ 11
四、中集物流公司服务营销策略实施的保障措施 .............................................................. 11
（一）领导重视和参与 ................................................................................................... 11 （二）组建服务中心 ....................................................................................................... 12 （三）加强物流管理和成本预算 ................................................................................... 12 结论 .......................................................................................................................................... 12 参考文献 .................................................................................................................................. 13 致谢 .......................................................................................................... 错误！未定义书签。
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