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MBA毕业论文_苏同益国际物流股份有限公司营销策略研究PDF

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全球经济一体化以及5G、区块链、大数据等新一代信息技术的应用为我国 物流业的发展带来了新机遇,物流业肩负着为各行各业提供物流服务的任务,逐 步成为中国经济发展新的增长点,在国民经济建设中发挥着至关重要的作用。现 阶段物流业整体发展水平得到显著提高,物流营销环境和条件也因此不断改善, 这为物流营销的快速发展奠定了坚实的基础。但由于我国物流业起步较晚,缺乏 科学的物流营销管理理念和规范化的管理,导致物流业存在着诸多问题。因此, 物流企业必须不断调整优化物流营销策略,来面对竞争激烈的物流市场。 本文充分研究了国内外物流营销理论,结合江苏同益国际物流股份有限公司 的营销现状,在使用PEST分析法对宏观营销环境分析的基础上,结合波特五力 模型对物流行业竞争环境进行了深入研究。通过SWOT分析法对公司的优、劣 势及机会、威胁开展了整合分析讨论,进一步对同益物流的内部营销环境进行了 研究分析。在此基础上,运用STP分析法确定同益物流所处的市场位置,明确 目标市场定位。综合运用4P、4C、4R营销策略理论,并结合智慧物流营销理论, 整合了产品、客户、关系三个维度,为同益物流制定了4P、4C、4R组合营销策 略,并给出了同益物流在实施各项物流营销策略过程中需要的保障措施。 通过对同益物流市场营销策略研究分析,能够提高公司的营销水平,协助公 司更好地适应物流市场环境,消除因市场环境问题而带来的不利影响,最终提升 核心竞争力,实现公司的可持续性发展。本文不仅对同益物流的发展具有指导意 义,也为我国类似的现代物流企业打破传统营销模式提供了借鉴和参考。 关键词:同益物流,物流营销,智慧物流,营销策略 MBA学位论文 作者:陈燕龙 江苏同益国际物流股份有限公司营销策略研究 II RESEARCH ON MARKETING STRATEGY OF JIANGSU UNI-BENEFIT INTL LOGISTICS CO., LTD Abstract The global economic integration and next-generation information technologies such as 5G, blockchain and big data have brought opportunities for the development of China’s logistics. The logistics plays an important role in the national economic construction and takes the mission of providing logistics for other industries, which is becoming a new economic growth point of China’s economic. Presently, the development of logistics has been significantly improved, and the logistics marketing environment and conditions have also been improved, which has laid a solid foundation for the rapid development of logistics marketing. However, because of the late start of China's logistics, the lack of scientific logistics marketing management concept and standardized management have led to many problems in China’s logistics. Therefore, logistics enterprises must constantly adjust and optimize logistics marketing strategies to face the fiercely competitive logistics market. Based on a full study of domestic and foreign logistics marketing theories and combined with the current marketing status of Jiangsu Uni-Benefit Intl Logistics Co., Ltd, this thesis analyze the company's marketing environment with PEST analysis and analyze logistics competitive environment with Porter's five forces model. It also conducted integrated analysis and discussion on the company's advantages and disadvantages, opportunities and threats with SWOT analysis, and further analyzed the internal marketing environment of Uni-Benefit Logistics. On this basis, the STP analysis method is used to determine the market position of Uni-Benefit logistics. Comprehensive use of 4P, 4C, 4R marketing strategy theory and combined with smart logistics marketing theory, this thesis formulates 4P, 4C, 4R combined marketing strategy for Uni-Benefit from three dimensions of product, customer and relationship, and provides the necessary measures for Uni-Benefit logistics in the process of implementing marketing strategies. The research and analysis of marketing strategy of Uni-Benefit logistics can improve the marketing level of the company, help the company better adapt to the logistics market environment, eliminate the adverse effects caused by the market MBA学位论文 作者:陈燕龙 江苏同益国际物流股份有限公司营销策略研究 III environment problems, and finally enhance the core competitiveness to achieve the sustainable development of the company. This thesis not only has a guiding significance for the development of Uni-Benefit logistics, but also provides reference for similar Chinese logistics enterprises to break the traditional marketing mode. Keywords: Uni-benefit logistics, Logistics marketing, Smart logistics, Marketing Strategy MBA学位论文 作者:陈燕龙 江苏同益国际物流股份有限公司营销策略研究 IV 目 录 中文摘要 ................................................. I Abstract ................................................ II 目 录 ................................................... IV 第一章 绪论 .............................................. 1 1.1 研究背景及意义 .............................................. 1 1.1.1 研究背景 ................................................ 1 1.1.2 研究意义 ................................................ 1 1.2 研究内容和研究框架 .......................................... 2 1.2.1 研究内容 ................................................ 2 1.2.2研究框架 ................................................. 2 1.3 研究工具与方法 .............................................. 3 1.3.1 研究工具 ................................................ 3 1.3.2 研究方法 ................................................ 5 1.4 研究创新 .................................................... 6 1.4.1 研究视角创新 ............................................ 6 1.4.2 研究方法创新 ............................................ 6 1.4.3 研究内容创新 ............................................ 6 第二章 理论基础概述 ..................................... 7 2.1 主要概念界定 ................................................ 7 2.1.1 物流定义 ................................................ 7 2.2.2 物流营销 ................................................ 7 2.2.3 智慧物流 ................................................ 7 2.2 相关营销理论 ................................................ 8 2.2.1 企业角度(卖方):4P营销理论 ............................. 8 MBA学位论文 作者:陈燕龙 江苏同益国际物流股份有限公司营销策略研究 V 2.2.2 客户角度(买方):4C营销理论 ............................. 8 2.2.3 竞争角度(卖方与买方关系):4R营销理论 ................... 9 2.2.4 4P、4C、4R营销理论比较 .................................. 9 2.3 国内外文献研究综述 ......................................... 12 2.3.1 国外文献综述 ........................................... 12 2.3.2 国内文献综述 ........................................... 13 第三章 同益物流营销现状及问题分析 ...................... 17 3.1 同益物流发展现状 ........................................... 17 3.1.1 同益物流简介 ........................................... 17 3.1.2 同益物流主营业务 ....................................... 18 3.1.3 同益物流经营情况 ....................................... 20 3.1.4 同益物流营销模式 ....................................... 21 3.2 同益物流的营销问题 ......................................... 22 3.2.1 缺乏全局性的营销规划 ................................... 22 3.2.2 缺乏科学的定价体系 ..................................... 22 3.2.3 缺乏服务质量规范标准 ................................... 23 3.2.4 缺乏良好的客户关系管理 ................................. 23 3.2.5 缺乏多样化的市场营销渠道 ............................... 24 第四章 同益物流营销环境分析 ............................ 25 4.1 宏观环境PEST分析 .......................................... 25 4.1.1 政治环境分析(Political) .............................. 25 4.1.2 经济环境分析(Economic) ............................... 28 4.1.3 社会环境分析(Social) ................................. 29 4.1.4 科技环境分析(Technological) .......................... 31 4.2 物流行业微观环境波特五力分析 ............................... 32 4.2.1 物流行业现状及发展趋势 ................................. 32 4.2.2 客户的议价能力 ......................................... 38 4.2.3 供应商的议价能力 ....................................... 39 4.2.4 潜在新进入者的威胁 ..................................... 40 4.2.5 替代品的威胁 ........................................... 42 MBA学位论文 作者:陈燕龙 江苏同益国际物流股份有限公司营