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MBA硕士毕业论文_Q物流台车营销策略研究PDF

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文本描述
国际物流领域随着电子商务的兴起以及人民生活习惯从传统的实体店采购转向 C2C网购,物流业的发展也直接影响到全球的经济进程,传统物流行业已经很难支撑起 以近几何方式增长的物流需求速度,而随之2015年德国工业4.0的提出,以及物联网的 兴起,物流业也正面临着极大的考验!物流业的发展,承载着信息流和现金流的发展也 到了需要高速更新迭代的地步,除了在软件信息管理系统进行数据实时传递之外,作为 物流的实际载体,单元化物流器具也正在随着信息化的普及需要随之迭代,而单元化物 流器具的两大方向,标准化物流载体以及带轮运输也将从两个方向来满足企业与个人对 物流业进一步的需求。而本文的侧重点将带轮运输这一细分领域中的物流台车产品进行 拓展及推演,将RQ物流台车的市场营销企划作为本论文的研究重点。 本文首先以PEST分析进行国内物流台车环境的介绍,从外部环境探讨物流台车在 国外的流行以及在国内市场的刚刚起步。与此同时,通过STP分析,从快递物流系统、 商超配送系统以及物流园区三大细分市场进行分析,并采取试用、租赁、分期付款等新 商业模式。通过4P+S理论进行客户营销策划,对产品方案优化、价格体系建立、直销 广告渠道介绍、促销活动及满足客户的需求这五大方面进行分析。公司所专注的三大细 分领域的市场份额以及市场容量在国内通过市场调研累计了大量的数据,按照对国外使 用的台车数量的评估以及国内快递物流仓储行业的调研结合竞争对手的对比研究,国内 市场容量为2千万级别。 在如此广阔的市场场景之下,随着国内快递行业上市潮,以及物联网的兴起,国内 物流行业一定会迎来爆发式增长,作为在欧洲、日本、美国物流台车市场有过多年生产 制造经验的RQ公司,有着更好的机遇去开拓国内的物流台车市场,并在国内市场上开 发出标杆型产品并以此开拓国内市场,因此,本文通过RQ物流台车产品为例,对其营 销市场环境进行深入分析研究,并将国内外物流台车市场的信息进行整合,结合RQ公 司现有的情况,对国内台车市场开发进行研究,为更好的开拓国内物流台车市场,并提 升品牌知名度以及树立国内台车品牌有着现实的指导意义,并可在今后的工作中进行落 地,最终希望通过本论文的研究可以更好的推进国内带轮运输的兴起及发展,提高全社 会末端运输的物流效率并降低人工耗费及成本。 关键词:营销策略;台车市场;RQ物流台车 RQ物流台车营销策略研究 - II - Marketing Strategy of RQ Roll Container Abstract International logistics industry has updated as the development of electronic commerce and people's living habits changed from traditional stores procurement to C2C e-commerce, the development of the logistics industry also directly affects the process of the global economy, traditional logistics industry has been hard to shore up the way near the geometric growth speed of logistics demand, in 2015, German industrial 4.0 has been announced, and the rise of the logistics network, logistics industry also faces a great challenge! The development of logistics industry, which drives the development of information flow and cash flow also comes to the key point where need high speed updated iteration, in addition to the real-time transmission of dates, the software information management system for logistics represents the actual carrier, unitized logistics equipment is also with the popularity of information technology needs iteration too, and the two big unitized logistics equipment, logistics standardization and wheeled transport will develop in two directions to meet the needs of enterprises and individuals to the logistics industry further. The key point of this paper is to expand and deduce the logistics platform products in the subdivision field of wheeled transport, and take the marketing plan of RQ logistics platform as the research of this paper. This article firstly uses PEST analysis to introduce the domestic roll container environment, from the external environment and to analysis why roll container abroad are that prevalent, and the germination in the domestic market, at the same time, through the STP analysis, investigate the express logistics system, supermarket system and business logistics system, the three major market segments, try to take the trial model, leasing model, and other new business model. Since we focus on Big customer and conduct customer marketing planning based on STP theory and 4P1S theory, we expand our business in five aspects including product plan optimization, price system establishment, direct advertising channel introduction, promotion activities and meeting customer needs. And we focus on the three segments of the market share and market capacity in China through market research accumulated a large amount of data, in accordance with the roll container number of assessment of the use of foreign and domestic express logistics warehousing industry research combining with the contrast research of competitors, to forecast the domestic market capacity is 20 million. Under such a broad market scenario, with the development of domestic express industry and the rise of the Internet of the domestic logistics industry, we just face to explosive growth 大连理工大学专业学位硕士学位论文 - III - in Chinese logistics industry, because of the manufacture experience on the roll container market in Europe, Japan, the United States, RQ logistics equipment company, has a better opportunity to develop the domestic logistics roll container market, and to develop a benchmarking type products in the domestic market and expand the domestic market, therefore, in this paper, through a RQ roll container products, for example, research on its marketing environment analysis, and integrating logistics information of roll container market at home and abroad, combined with the company's existing situation, Study of the domestic roll container market development, in order to better develop the domestic logistics Roll container market, and increase brand awareness, and has practical guiding significance to set up the domestic roll container brands, and we can carry out the plan step by step in the future work, eventually hopes the study of this paper can promote the rise and development of domestic wheeled transport more smoothly, improving transportation at the end of the whole society logistics efficiency and reduce labor costs and the cost.