摘要
改革开放后，中国经济发展成效为世人所瞩目，随着中国加入 WTO，市场价格愈
加透明，给全球经济体的发展带来了巨大的市场机遇。中国的市场不断开放，国外跨
国物流公司敏锐反应，纷纷进军中国市场，在使中国物流业实现了跨越式的发展的同
时，必然进一步增大了物流市场的竞争压力。中国物流企业如何面对国内激烈的市场
竞争，迎着机遇与困难而上，是当前企业无法避免的严峻问题。
本文以 YT 公司为研究对象，该企业是从事物流服务的第三方物流企业，在近年
来的经营发展中，与所在区域内的其他企业竞争中已有较为明显的优势。扩大 YT 公
司市场份额，实现利润的持续快速增长，并在此过程中探讨了 YT 公司如何使企业从
传统的运输企业转型为现代物流企业。
本研究关注点在于 YT 公司市场营销策略，以现有物流基本理论为基础，针对中
国物流企业面临的内部与外部环境，展开市场细分，并依据 YT 公司自身特点，及现
有产品与资源优势，盯准 YT 公司的目标市场，并从产品、价格、渠道、促销等方面
入手设计 YT 公司的现代物流营销策略。
关键词：YT 公司；物流市场；第三方物流；营销策略YT 物流公司营销策略研究
I
ABSTRACT
In recent years, with the development at top speed of Chinese economic, promotion
process of WTO, market prices are more transparent, it brings greatly marketing attraction
to the global enterprise. However, due to the continuous opening of China&39;s market in
recent years, a large number of foreign multinational logistics companies have poured into
China, although the promotion of China&39;s logistics industry, but this further increases the
competitive pressure on the logistics market. How to achieve the advantage in the
competition is facing severe problem for the current enterprise.
This article is engaged in logistics services, third-party logistics enterprises -YT
company as the research object. In the fierce market competition and huge market
opportunities in front of a certain area of competition in other enterprises to gain a leading
edge to expand the YT company&39;s regional market, to achieve the greatest profit growth
point, which found how to make enterprises from the traditional transport enterprises
gradually transition For the modern logistics enterprises are YT company is facing serious
problems.
Based on the basic theory of logistics, this paper focuses on the internal and external
environment of Chinese logistics enterprises, subdivides the customer base, combines the
characteristics of YT company itself, and the existing products and advantages of the
enterprise. Resources, to determine the YT company&39;s target market, and from the product,
price, channel, promotion and other aspects of the search for the YT company&39;s modern
logistics marketing strategy.
KEYWORDS: YT company Logistics market Third party logistics Marketing
strategyYT 物流公司营销策略研究
1
目 录
第一章 绪论....................................................................................................1
第一节 选题背景及意义................................................................................................1
一、研究背景.................................................................................................................1
二、研究意义.................................................................................................................1
第二节 文献综述............................................................................................................2
一、物流企业相关研究.................................................................................................2
二、物流企业市场营销相关研究.................................................................................4
第三节 研究内容及研究方法........................................................................................6
一、研究内容.................................................................................................................6
二、研究方法.................................................................................................................6
第四节 创新点................................................................................................................7
第二章 物流企业营销的理论基础................................................................8
第一节 物流管理内涵....................................................................................................8
一、物流管理成本的内涵.............................................................................................8
二、物流管理基本原则.................................................................................................8
三、管理顺序.................................................................................................................9
四、价值核心...............................................................................................................10
第二节 市场营销理论.................................................................................................. 11
一、营销策略...............................................................................................................11
二、营销理念...............................................................................................................11
三、营销原则...............................................................................................................11
第三节 客户关系管理理论..........................................................................................12
一、内涵.......................................................................................................................12
二、功能.......................................................................................................................12
三、管理技巧...............................................................................................................13
第三章 YT 物流公司营销现状分析............................................................15目 录
2
第一节 YT 物流公司发展历程及经营现状................................................................15
一、YT 物流公司发展概述........................................................................................ 15
二、YT 物流公司经营现状分析................................................................................ 15
第二节 YT 物流公司营销问题分析............................................................................16
一、外部市场营销问题分析.......................................................................................16
二、内部销售问题分析...............................................................................................17
三、客户服务问题分析...............................................................................................18
第四章 YT 物流公司的 SWOT 分析..........................................................21
第一节 YT 物流公司优势分析....................................................................................21
一、物流经验丰富.......................................................................................................21
二、资金实力雄厚.......................................................................................................21
三、货运业务收入稳定...............................................................................................21
四、信息系统完善.......................................................................................................21
第二节 YT 物流公司劣势分析....................................................................................22
一、销售渠道单一.......................................................................................................22
二、市场定位不够准确...............................................................................................22
三、促销手