I
摘 要
随着云南省经济的发展，生产、流通企业为集中于自己的主业，把自身并
不擅长的物流业务外包给第三方物流企业来运作，从而促使了第三方物流企业
迅速的发展。然而，生产、流通企业外包的物流个性化需求较强、专业性要求
较高，促使第三方物流企业必须以项目管理的形式发展业务，从而引起一种专
业的营销管理活动——项目营销管理。云南省的第三方物流企业项目营销管理
是必然的发展趋势，但是，由于历史与现实的原因，云南省的物流企业不懂得
项目营销原理与操作方法，导致许多项目中途夭折现象严重。

本文从云南省现有第三方物流企业的实际运营情况着手，通过供应链管理
理论与项目营销管理理论的解释，最后通过万罗物流与宝供物流两个案例的分
析对比，从而找出第三方物流项目营销管理的解决方法，希望为云南物流业的
发展带来一定的贡献。

关键词： 第三方物流 项目营销管理 供应链管理II
Abstract
With the rapid economic development in Yunnan Province, manufacturing and
distribution enterprises are outsourcing their logistics business to the third-party
logistic companies to operate, in order to concentrate on their main business. In such
a case, it has been prompted the development speed of logistics enterprises. However,
they have a high demand on individuation and specialization on outsourcing logistics.
It is a spur for logistics enterprises to develop business in the form of project
management, which causes professional marketing management activities - Project
Marketing Management. There is an inevitable development trend on project
marketing management for third-party logistics enterprises in Yunnan. However, due
to historical and practical reasons, Yunnan logistics companies are ignorant of the
project principles of marketing and the methods of operation, which has resulted in
many failed projects.
This article begins with the actual operations in the existing third-party logistic
enterprises in Yunnan Province, via the explanation of supply chain and project
marketing management theory, the analysis and comparison between Wanlo and
Baogong logistics at last, to find out the project marketing management solution for
third-party logistics and hope to make some contribution for Yunnan logistic
industry.
Keywords: third-party logistics, project marketing management, supply chain
management