改革开放以来,中国对外贸易30年的蓬勃发展,带动了中国物流业由弱到强的不

断进步。作为供应链上重要的一环,专业的第三方物流越来越受到企业和政府的重视,

然而由于物流行业准入门槛低,近些年来竞争十分激烈,市场价格愈加透明。另一方面,

由于近些年中国市场不浙放开,大批外资跨国物流公司涌入中国,在带动中国物流行业

进步的同时,也进一步增加了物流市场的竞争压力。随着买方市场的确立,传统经验模

式下的物流企业已经进入微利时代,特别是2008年全球经济危机之后,国际进出口贸

易受到重创,市场萎缩严重,国际物流业首当其冲,成为遭受冲击最大的行业之一。虽

然2009年至今,世界经济开始企稳并逐步回升,但复苏速度仍然不及预期,市场不确

定性仍然存在。为了在复杂的市场环境中立足并发展,物流企业管理者积极参与国际先

进经验的实践与学习,研究本企业营销策略,寻求市场突破。

本文以CEU公司市场营销策略作为研究对象,针对中国物流企业面临的内外部环

境,特别是大连当地国际货运市场的现状,对客户群体进行细分,并结合CEU公司自

身的特点,以及企业现有产品和优势资源,确定CEU公司的目标市场,并从产品、价

格、渠道、促销等几方面分析寻找适合CEU公司的现代物流营销策略。

关键词:物流企业;物流市场;营销策略

CEU物流公司营销策略研究

Marketing Strategy Study For Logistics Company CEU

Abstract

China's foreign trade's been experiencing a 30 year's boosting since the Opening Up”,

which motivated domestic logistic industry's growth continuously. As part of the critical

element of supply chain,professional 3rd party logistics has been earning a lot of attention from

both enterprises and governments. However, due to the comparatively low entry barrier,

competition witiiin the industry has become more and more fierce, and price becomes

transparent, simultaneously. On the other hand, along with the pace of China logistic market

opening up,lots of foreign logistic company has entered the market, which led to the

enhancement of local enterprises' competency, but also increased the burden of competitors

within tiie market. More traditional experience-based logistic enterprises become

meager-profit since the industry has become the buyer's market. This situation has becomes

even more severe after the global economics crisis of2008 while export suffers a serious defeat,

which has made the market of most of industries shrink significantly, and global logistic

industry is among the most serious ones. Although global economy has somehow recovered

from the bottom since 2009,it is still difficult for logistic companies to survive,only if they

could analyze ttieir marketing strategy thoroughly for a breakthrough in the marketplace.

This article, based on CEU Company's real situation & its current product and superior

resource, starts from the customer segmentation, aimed at selecting tiie target market of the

company,analyze in depth with its product,price,place & promotion strategies and ultimately

come out with tiie conclusion of its most suitable marketing strategy as a modern logistic

company within the industrial background of China, and especially, local market.

Key Words: Logistics Company; Logistics Market; Marketing Strategy

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