四川宏盛国际物流有限公司营销战略研究
摘要
本文针对宏盛公司经营过程中出现的一系列问题，通过对物流行业的发展现状和发展趋势的分析，结合西部物流的特点，运用SWOT分析技术，提出了宏盛公司加入WTO后进行扩张应采取的相关多元化战略，重点分析了相关多元化经营的原因及条件，同时提出了宏盛公司为实现其扩张之路必不可少的联盟与并构战略，并且阐述了宏盛公司品牌战略——塑造宏盛品牌及增强宏盛的竞争优势的主要措施。最后论述了随着外部环境的变化宏盛的总体战略的调整及其途径。
为充分挖掘和体现其市场竞争能力，本文重点阐述了宏盛公司在总体战略的指导下的市场营销战略。首先详细分析了物流服务的四大特征，接着从差异化的角度指出了宏盛的市场定位以及公司的差异化营销战略机理，最后重点分析了在差异化背景下宏盛应采取的市场营销策略：市场细分策略——原则、内容、程序；价格竞争策略——差异化背景下价格策略是为了获得持久的竞争优势和追求合理的利润；促销策略——贯彻“一对一”营销理念并为用户提供个性化的服务；CRM策略——注重老客户的价值；进行客户资源的整合——追求业务运作的规模化和集约化以实现运作资源共享并提高效率；加强市场营销创新。这些策略的选择及实施都与宏盛公司的实际情况紧密结合，对宏盛的业务发展具有指导作用。
This article is about the strategies for GPIL, It focuses on the problems produced in course of management, combined western logistic characteristics and with SWOT analyzing skill. After analyzing the present development and trend of western logistics, I put forward my opinion on solving the problem of GPIL. First of all, I produce the multi- strategy after entering into WTO for GPIL , and particularly, the cause and the condition of the multi-operation is the focal point. Secondly, I put forward the essential alliance and the strategy in order to expand. Thirdly, I state the brand strategy of GPIL, which is the main step to construct the brand for GPIL. At last, the article discusses the adjustment and the ways of the whole strategy, which change with the outer environment.
In order to fully explore and upgrade the competitive ability of GPIL, this article states the difference marketing strategy and difference marketing strategy theory, under its aggregate guidance. First of all, it analyze the four prominent traits of logistic service in detail; next this article point out the market orientation of GPIL from the aspect of differences of market. At last, I emphasis on the marketing tactics which GPIL should take in difference way. The article focuses on what kind of marketing tactics: Market segment tactics, which means principle, content and procedure. Price tactics is taken under the different culture background to gain sustainable competitive advantage and reasonable profit. Promotions tactics carries out "one to one" marketing thought and offers individual service. CRM tactics gives much attention the value of old client. Re-form all resource tactics, Management and centralized management to boost the efficiency. Marketing innovation tactics. All of these tactics connect closely with the actual condition of GPIL, which would guide the direction of GPIL.
为充分挖掘和体现其市场竞争能力，本文重点阐述了宏盛公司在总体战略的指导下的市场营销战略。首先详细分析了物流服务的四大特征，接着从差异化的角度指出了宏盛的市场定位以及公司的差异化营销战略机理，最后重点分析了在差异化背景下宏盛应采取的市场营销策略：市场细分策略——原则、内容、程序；价格竞争策略——差异化背景下价格策略是为了获得持久的竞争优势和追求合理的利润；促销策略——贯彻“一对一”营销理念并为用户提供个性化的服务；CRM策略——注重老客户的价值；进行客户资源的整合——追求业务运作的规模化和集约化以实现运作资源共享并提高效率；加强市场营销创新。这些策略的选择及实施都与宏盛公司的实际情况紧密结合，对宏盛的业务发展具有指导作用。
This article is about the strategies for GPIL, It focuses on the problems produced in course of management, combined western logistic characteristics and with SWOT analyzing skill. After analyzing the present development and trend of western logistics, I put forward my opinion on solving the problem of GPIL. First of all, I produce the multi- strategy after entering into WTO for GPIL , and particularly, the cause and the condition of the multi-operation is the focal point. Secondly, I put forward the essential alliance and the strategy in order to expand. Thirdly, I state the brand strategy of GPIL, which is the main step to construct the brand for GPIL. At last, the article discusses the adjustment and the ways of the whole strategy, which change with the outer environment.
In order to fully explore and upgrade the competitive ability of GPIL, this article states the difference marketing strategy and difference marketing strategy theory, under its aggregate guidance. First of all, it analyze the four prominent traits of logistic service in detail; next this article point out the market orientation of GPIL from the aspect of differences of market. At last, I emphasis on the marketing tactics which GPIL should take in difference way. The article focuses on what kind of marketing tactics: Market segment tactics, which means principle, content and procedure. Price tactics is taken under the different culture background to gain sustainable competitive advantage and reasonable profit. Promotions tactics carries out "one to one" marketing thought and offers individual service. CRM tactics gives much attention the value of old client. Re-form all resource tactics, Management and centralized management to boost the efficiency. Marketing innovation tactics. All of these tactics connect closely with the actual condition of GPIL, which would guide the direction of GPIL.
引文
1．张毅．现代物流管理．上海人民出版社 2002．1
2．菲利普．科特勒著．梅汝和等译．营销管理．上海人民出版社．2001．9
3．董大海．战略管理．大连理工大学出版社．2001．9
4．叶怀珍．现代物流学．高等教育出版社．2003 6。
5．丁立信、张铎．物流企业管理．清华大学出版社．2000．4
6．丁立信、张铎．物流基础．清华大学出版社．2000．4
7．宋华、胡左浩．现代物流与供应链管理．经济管理出版社．2000．4
8．储雪俭．现代管理教程—物流．上海三联书店．2002．7
9．程国全、王转等．物流设施规划与设计．中国物资出版社，2003．9
10．林榕航．供应链管理(SCM)教程．厦门大学出版社．2003
11．骆温平．第三方物流．上海社会科学院出版社．2001．9
12．鲍尔索克斯等．物流管理：供应链过程一体化．林国友等．机械工业出版社．1999．6
13．武振业，周国华等．生产与运作管理．西南交通大学出版社．2000．3
14．斯蒂芬·勒梅等．综合物流管理入门．协震甲，杨纳让．机械工业出版社
15．裴少峰．现代物流技术学．中山大学出版社．2001．12
16．朱道立等．物流和供应链管理．复旦大学出版社．2001．7
17．侯书森、孔淑红等．企业供应链管理．中国广播电视出版社．2002．4
18．郝渊晓．现代物流管理学．中山大学出版社，2002．3
19．洪水刊、陈梅君．物流运作案例．中国物资出版社．2002．9
20 李军、郭耀煌．物流配送——车辆优化调度理论与方法．中国物资出版社．2001．7
21. Bemard TeiLing. Ask the Expent—Supply Chain Management. Issue of CID Magazin.l May1, 2003
22. CHRISTOPHER KOCH. Four Strategies—Reengineering & Downsizing. Issue of CID Magazine. Octl, 2002
23. David Kosiur. E—commerce. Prentice Hall Inc. 2002.
24. Richard T waston, Pierre berthon, Leyland F. Pitt Geroge, zinkhass. Electronic Commerce. The Dry den Press 2003
25. Ward Hanson Principles of Intemet marketing South—sfon college publishing. 2003
26. Lee H L, Biuington C. Managing Supply chain inventory: Pitfalls and opportunities[J]Sloun Management review. 2003
27. Maskell B H. Performance measurement for world class Manufacturing [M]. Productivity Press, Portland. OR 2002
28. Marek korczynskj. The Political Economy of Trust. Journal of Management Studies. 37:1 January 2000
29. Sunil chopra & peter Meindl. Supply Chain Management—Strategy, Planning and Operation. Prentice Hall 2002
30. Bower JL. Hout TM. Fast cycle capability for competition power[J]. Harvard Business Review. 2002
31 John van den Houen. key Trends For the New My Uennium. Information System Management Summer 2001
32 龙网——中国物流中心网：http://www.Inet.com.cn
33 商业物流网：http://www.B2b56.com.cn
34．中国货运网：http://www.webmey.com.cn
35．中国货运代理联盟：http://www.unicc.org
36．电子商务在线：http://www.hotling.com.cn
37．网络营销研究：http://best.163.com/rle/
2．菲利普．科特勒著．梅汝和等译．营销管理．上海人民出版社．2001．9
3．董大海．战略管理．大连理工大学出版社．2001．9
4．叶怀珍．现代物流学．高等教育出版社．2003 6。
5．丁立信、张铎．物流企业管理．清华大学出版社．2000．4
6．丁立信、张铎．物流基础．清华大学出版社．2000．4
7．宋华、胡左浩．现代物流与供应链管理．经济管理出版社．2000．4
8．储雪俭．现代管理教程—物流．上海三联书店．2002．7
9．程国全、王转等．物流设施规划与设计．中国物资出版社，2003．9
10．林榕航．供应链管理(SCM)教程．厦门大学出版社．2003
11．骆温平．第三方物流．上海社会科学院出版社．2001．9
12．鲍尔索克斯等．物流管理：供应链过程一体化．林国友等．机械工业出版社．1999．6
13．武振业，周国华等．生产与运作管理．西南交通大学出版社．2000．3
14．斯蒂芬·勒梅等．综合物流管理入门．协震甲，杨纳让．机械工业出版社
15．裴少峰．现代物流技术学．中山大学出版社．2001．12
16．朱道立等．物流和供应链管理．复旦大学出版社．2001．7
17．侯书森、孔淑红等．企业供应链管理．中国广播电视出版社．2002．4
18．郝渊晓．现代物流管理学．中山大学出版社，2002．3
19．洪水刊、陈梅君．物流运作案例．中国物资出版社．2002．9
20 李军、郭耀煌．物流配送——车辆优化调度理论与方法．中国物资出版社．2001．7
21. Bemard TeiLing. Ask the Expent—Supply Chain Management. Issue of CID Magazin.l May1, 2003
22. CHRISTOPHER KOCH. Four Strategies—Reengineering & Downsizing. Issue of CID Magazine. Octl, 2002
23. David Kosiur. E—commerce. Prentice Hall Inc. 2002.
24. Richard T waston, Pierre berthon, Leyland F. Pitt Geroge, zinkhass. Electronic Commerce. The Dry den Press 2003
25. Ward Hanson Principles of Intemet marketing South—sfon college publishing. 2003
26. Lee H L, Biuington C. Managing Supply chain inventory: Pitfalls and opportunities[J]Sloun Management review. 2003
27. Maskell B H. Performance measurement for world class Manufacturing [M]. Productivity Press, Portland. OR 2002
28. Marek korczynskj. The Political Economy of Trust. Journal of Management Studies. 37:1 January 2000
29. Sunil chopra & peter Meindl. Supply Chain Management—Strategy, Planning and Operation. Prentice Hall 2002
30. Bower JL. Hout TM. Fast cycle capability for competition power[J]. Harvard Business Review. 2002
31 John van den Houen. key Trends For the New My Uennium. Information System Management Summer 2001
32 龙网——中国物流中心网：http://www.Inet.com.cn
33 商业物流网：http://www.B2b56.com.cn
34．中国货运网：http://www.webmey.com.cn
35．中国货运代理联盟：http://www.unicc.org
36．电子商务在线：http://www.hotling.com.cn
37．网络营销研究：http://best.163.com/rle/