X物流公司大客户营销策略优化研究
摘要
如今，世界各地的经济贸易交流愈发频繁，电子商务保持良好的发展态势，
跨区域业务快速发展，物流行业成为实体经济发展的重要推动力和新增长点，物
流行业的竞争压力较大。现代企业实施大客户营销策略，可以让企业掌握更多的
核心竞争优势，企业从 4Ps营销理论转变为运用 4Cs营销理论，重视满足客户的
多样化需求，在此基础上调整优化营销策略，提供高质量的服务和采取多元化的
服务方式，获得更多优质的大客户资源，与企业保持长期稳定的合作关系，提高
企业的核心竞争力和经营效益。
本文以 X物流公司为研究对象，通过实地调研，了解了目前的组织结构以及
大客户情况，通过 PEST分析法对大客户营销的宏观环境进行剖析，运用 SWOT
模型进行评估。为了更加准确地对 X物流公司大客户营销策略进行评价，依照
4Cs营销理论，构建了物流公司大客户营销策略评价指标体系，利用层次分析法
计算得出各个指标权重，在此基础上设计调查问卷，对大客户企业负责物流工作
的人员进行调查，借助于模糊综合评价方法对调查结果进行计算和分析，定量评
价得出 X物流公司大客户营销策略整体评分针对大客户营销策略存在的问题，从
客户、成本、便利性、沟通等维度提出可行的优化策略。研究能够达到维护大客
户的长期关系和开拓建立新的大客户关系之目的，助力企业发展，同时也为同行
业内的类似企业的大客户业务经营提供了借鉴。
关键词：物流企业大客户营销策略 4Cs营销理论层次分析法

RESEARCH ON KEYACCOUNT MARKETING
STRATEGY OPTIMIZATION OF X LOGISTICS
COMPANY
ABSTRACT
Nowadays, with more and more frequent economic and trade exchanges around
the world, e-commerce maintains a good momentum of development, and
trans-regional business develops rapidly. Logistics industry has become an important
driving force and new growth point of real economy, and the logistics industry faces
great competitive pressure. Modern enterprise implement big customer marketing
strategy, can make the core of the enterprise have more competitive advantages,
enterprises from 4Ps marketing theory into 4Cs marketing theory, pay attention to meet
the diversified needs of customers, on the basis of adjusting and optimizing the
marketing strategy, provides the high quality service and adopt the mode of diversified
services, obtain more high quality customer resources, Maintain long-term and stable
cooperative relations with enterprises to improve the core competitiveness and
business benefits of enterprises.
In this paper, X Logistics Company is taken as the research object, and the current
organizational structure and key account situation are understood through field
research. PEST analysis method is used to analyze the macro environment of key
account marketing, and SWOT model is used to evaluate. In order to more accurately
evaluate the marketing strategy of X logistics company key accounts, in accordance
with the 4Cs marketing theory, constructs the evaluation index system of logistics
company key account marketing strategy, each index weight calculated by AHP, based
on the design of questionnaire, responsible for the key account enterprise logistics
personnel to investigate, With the help of fuzzy comprehensive evaluation method, the
survey results are calculated and analyzed, and the overall score of key account

marketing strategy of X Logistics Company is obtained by quantitative evaluation.
Aiming at the existing problems of key account marketing strategy, feasible
optimization strategies are proposed from the perspectives of customers, cost,
convenience and communication. The research can achieve the purpose of maintaining
long-term relationship with key customers and developing and establishing new
relationships with key customers, and promote the development of enterprises. At the
same time, it also provides reference for similar enterprises in the same industry to
operate key customer business.
KEY WORDS: logistics key account marketing strategy 4Cs marketing theory
AHP
。。。以下略