本文以寻求解决宁夏天豹集团小件快运发展中存在的问题为主线,将服务营销理
论、目标营销理论、产品定价理论与企业实际相结合,在充分调研的基础上,对宁夏天
豹集团小件快运的市场营销工作进行了全面的研究。首先,以实证的方法对企业发展过
程中存在的问题进行了分析,查找出天豹小件快运在开展市场营销方面存在的诸多问题
并就问题进行了成因分析,而且进一步指出:产权不清晰、管理体制不畅是制约天豹小
件快运发展的根本。其次,通过对国内外公路快运企业发展动态的追踪,幵展了对天豹
集团小件快运的内外部环境以及行业竞争对手的全面分析,依据目标营销理论对现有的
公路快运市场进行了市场细分,确立相应的目标市场定位,并结合企业实际情况,从产
品策略、价格策略、渠道策略、促销策略、人员策略、有形展示、服务过程策略七个方
面进行分析,提出差异化的服务营销策略。最后,提出建立和完善客户关系管理体制、
构建务实高效的绩效考核体系,是实现天豹集团小件快运服务营销策略的保障。
笔者认为,建立科学的服务营销策略,是企业能够迅速拓展市场的有效途径,希望
通过这些分析,能为天豹集团小件快运业务的发展提供一定的参考作用,也期望本案例
的研究能对相关的行业具有积极的借鉴意义。
【关键词】小件货物快速运输营销策略
【应用类型】应用研究
Title: The strat^y nesearchii^ about small goods fast transportation
marketing of Ningxia auspicious leopard group
Specialty: Business Administration
In recent years, with the explosive growth of the Internet economy, led to
the vigorous development of the small express business, however, due to the low
market access threshold, to express the market competition is intense. As a
traditional service industry, to have a foothold in the invincible position, in
addition to rely on the standardized operation management, enterprises should
do a good job in service marketing strategy.
Based on seeking solutions in Ningxia Auspicious leopards small leopard
group express development as the main line, the problems of applying the theory
of service marketing, target marketing theory, product pricing theory combined
with the reality of each enterprise, on the basis of sufficient investigation and
research, small leopard group of Ningxia Auspicious leopards express has
carried on the comprehensive research of marketing work. First of all, by the
empirical method to analyses the problems existing in the process of enterprise
development, to find out the day leopard small express in conducting marketing
problems and the problems of the cause analysis, and further points out that
property right is not clear, poor management system is the basis of restricting
day leopard small express development. Second, by dynamic tracking
development of express highway enterprises at home and abroad, to carry out
the internal and external environment of the small leopard group on day express
and comprehensive analysis of industry competition, on the basis of target
marketing theory on the existing highway express market segmentation,
establish the corresponding target market positioning, combined with the
NamerAn Peng
Tutor:Liu Li
Abstract
enterprise actual situation, from the product strategy, price strategy, channel
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