外资物流企业在华营销策略研究
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摘要
随着中国国内物流快递市场的迅猛发展,各国物流巨头纷纷抢滩中国这块有待开发的市场。伴随着激烈的市场竞争,包括中国本土物流服务提供商在内的竞争参与者们日益体验到“变革”在经营活动中的重要性。然而,与国内竞争者的所面临的情形不同,外国投资的物流快递企业所面对的不仅是竞争对手和竞争市场的变化,更重要的是必须及时调整自身,通过适应本地市场的竞争方式来取得更大的销售业绩。在此过程中,外资来华企业必须在提高管理水平的同时降低不必要的支出,减少由于与本地习俗或法规相抵触而造成的不便。
市场营销是一套复杂的体系,且对于每个企业而言,其营销策略具有不可复制性,如果要对其市场营销策略提出建议,就必须对每一个具体的企业进行深入的分析,并结合其面临的市场状况和竞争对手的水平综合考虑,从而给出切实可行的意见和见解。本论文正是针对上述问题,以联邦快递(中国)有限公司(以下简称“联邦快递”)为主要的研究对象,抽丝剖茧、深入分析该企业在参与国内物流快递市场竞争时遇到的问题和现象,如何利用联邦快递的竞争优势,充分了解国内物流快递竞争市场的特点,并结合自身特点,扬长避短,探索适合中国国情的市场营销方式。
探索性研究取得如下创新性成果:
1、阐述课题研究的意义、目的、内容和思路;
2、详细阐述研究对象及其竞争对手的历史、渊源及发展;
3、结合实际情况,介绍研究对象特有的公司哲学及其影响;
4、结合被研究对象在实际运营中存在的问题,对其原因进行剖析,并提出相应的解决措施或建议;
With the rapid development of Chinese logistics express market, foreign logistics leaders started entering this virginal market. All of the competitors in the market, including domestic service providers, are realizing the important role of 'changing' in the fierce competition. Foreign invested logistics companies, compare with those domestic rivals, are facing greater challenges rather than the change of competitors and market, which forced them to gain better performance by adjusting themselves timely and adapting to local marketing patterns; in order to do so, the new foreign comers should perfect management capability, cut down unnecessary cost and eliminate the inconveniences caused by the conflict between the local custom and original operation method.
Marketing strategy, such a complex system as it is, cannot be simply duplicated in various kinds of enterprises; it is essential to investigate the target market thoroughly and take marketing situation, including the rivals' condition, into the consideration, so as to quote pragmatic solution.
the purpose of this dissertation, by taking FedEx as an example, is to analyst the phenomenon it faced while taking part in the competition of domestic logistics express market, understand the characters of the market, and utilize its competition advantages so as to explore the suitable marketing method that fit Chinese market features.
The exploratory research gained following innovational achievement,
1) To expound the meaning, purpose, content and thinking of project study;
2) To expatiate on the history, origin and development trend of FedEx and its rivals;
3) To introduce the particular company philosophy of FedEx and its effect by presenting practical examples;
4) To investigate the root reason of existing problems and advice solutions accordingly.
市场营销是一套复杂的体系,且对于每个企业而言,其营销策略具有不可复制性,如果要对其市场营销策略提出建议,就必须对每一个具体的企业进行深入的分析,并结合其面临的市场状况和竞争对手的水平综合考虑,从而给出切实可行的意见和见解。本论文正是针对上述问题,以联邦快递(中国)有限公司(以下简称“联邦快递”)为主要的研究对象,抽丝剖茧、深入分析该企业在参与国内物流快递市场竞争时遇到的问题和现象,如何利用联邦快递的竞争优势,充分了解国内物流快递竞争市场的特点,并结合自身特点,扬长避短,探索适合中国国情的市场营销方式。
探索性研究取得如下创新性成果:
1、阐述课题研究的意义、目的、内容和思路;
2、详细阐述研究对象及其竞争对手的历史、渊源及发展;
3、结合实际情况,介绍研究对象特有的公司哲学及其影响;
4、结合被研究对象在实际运营中存在的问题,对其原因进行剖析,并提出相应的解决措施或建议;
With the rapid development of Chinese logistics express market, foreign logistics leaders started entering this virginal market. All of the competitors in the market, including domestic service providers, are realizing the important role of 'changing' in the fierce competition. Foreign invested logistics companies, compare with those domestic rivals, are facing greater challenges rather than the change of competitors and market, which forced them to gain better performance by adjusting themselves timely and adapting to local marketing patterns; in order to do so, the new foreign comers should perfect management capability, cut down unnecessary cost and eliminate the inconveniences caused by the conflict between the local custom and original operation method.
Marketing strategy, such a complex system as it is, cannot be simply duplicated in various kinds of enterprises; it is essential to investigate the target market thoroughly and take marketing situation, including the rivals' condition, into the consideration, so as to quote pragmatic solution.
the purpose of this dissertation, by taking FedEx as an example, is to analyst the phenomenon it faced while taking part in the competition of domestic logistics express market, understand the characters of the market, and utilize its competition advantages so as to explore the suitable marketing method that fit Chinese market features.
The exploratory research gained following innovational achievement,
1) To expound the meaning, purpose, content and thinking of project study;
2) To expatiate on the history, origin and development trend of FedEx and its rivals;
3) To introduce the particular company philosophy of FedEx and its effect by presenting practical examples;
4) To investigate the root reason of existing problems and advice solutions accordingly.
引文
[1]联邦快递官方网站,http://www.fedex.com
[2] DHL官方网站,http://www.dhl.com
[3] UPS官方网站,http://www.ups.com
[4] TNT官方网站,http://www.tnt.com
[5]中国联合市场调研网,2010年国内快递业将形成整合大势,2010
[6]东北物流网,中国民营快递企业与国际快递巨头的差距分析,2009
[7]吕学山,全球化背景下我国物流业竞争策略选择分析,中国市场,2007-09
[8]陈勇敢,呼唤物流市场的“阿凡达”,物流查询网,2010
[9]深圳物流网,国内快递企业发展现状分析,2009
[10]郭鹏程,外资快递业的现状与前途,进出口经理人,2009-02
[11]丁俊发,外资物流巨头并购危及国内产业链,中国物流招标网,2009
[12]深圳快递网,快递简述及中国快递市场现状,2009
[13]深圳物流,快递行业盈利模式分析,2009
[14]东方硕,美国《海外反腐败法》及对中国的影响,2007
[15]夏新海,跨国物流企业如何在华经营,中国水运,2005-04
[16]顾建跃,跨国物流企业进入对我国物流产业未来发展的影响,企业经济,2008-04
[17]戚安邦,中国现代物流服务营销策略组合的研究,商品储运与养护,2003-02
[18]田宇、汪宇波,物流服务营销论,物流科技,2001-02
[19]马骊,论物流企业的服务营销,特区经济,2006-03
[20]汪宝俊,中国现代物流服务营销策略组合的研究,商场现代化,2006-05
[21] Bowersox, Donald, J. & David J. Closs, Logistical Management, The Integrated Supply Chain Process, 1998
[22] MBA智库百科,服务营销,http://wiki.mbalib.com/
[23] MBA智库百科,品牌管理,http://wiki.mbalib.com/
[24] MBA智库百科,客户关系管理,http://wiki.mbalib.com/
[25] MBA智库百科,激励管理,http://wiki.mbalib.com/
[26]谢思佳谭罗敏,中国业务领涨UPS亚太区出口量增长25%洋快递加速抢占中国市场,南方日报,2007-08
[27]牛鱼龙,美国物流经典案例,重庆大学出版社,2006
[28]康健,TNT这样经营直复营销,现代物流报,2007-08
[29]刘晓炜,FedEx在华战略及启示,科技经济市场,2006-02
[30]温森特·冯,全球最大物流公司配送专家UPS,上海财经大学出版社,2006
[31]向阳,合并、绿色、整体2007UPS市场三大关键词,科技日报,2008-09
[32]李晓超,国际快递公司在华发展特点及启示,物流技术,2007-06
[33]严娜,国际快递巨头的中国战略,现代物流报,2007-07
[34] Michael E·Porter, Competitive strategy, Techniques for Analyzing Industries and Competitors, Free Press, 1980
[35]宁富国,邮政速递全面提速,中国邮政报,2007-08
[36]姜虹,国际快递企业发展给我们的启示,物流技术,2007-02
[37]任博华,国际快递巨头在华战略及国内业者的对策,中国贸易金融网,2008
[38]郭成,盘点中外速递业的差距,中国物流与采购网,2007
[39]荆林波,外资物流巨头并购危及国内产业链,中国商报,2007-09
[40]张争艳周志强,论国内物流企业的营销策略,中国论文联盟,2008
[41]周艳军黄中鼎,我国快递业品牌建设现状及对策思考,中国流通经济,2006-08
[42]周用隆,提升中国快递业竞争力的对策,铁道货运,2006-02
[43]袁国利,中国邮政EMS应对全球快递市场竞争,现代邮政,2003-01
[44]郭洪森,促进我国航空快递及其物流发展的思考,集团经济研究,2002-06
[45]曹光福,新世纪民航快递面临的挑战及对策,民航管理,2001-08
[46]周扬,国内民营快递业发展状况调查,新物流,2007-05
[47]蔡恩泽,洋快递逐鹿中国市场,中国外资,2007-06
[48]陈晓云孙俊,浅析中国本土快递业的发展策略,商场现代化,2007-08
[49]陆晓磊,快递业未来发展浅论,上海企业,2006-05
[50]张晓丹,RFID在全球邮政快递业的应用,中外物流,2006-06
[2] DHL官方网站,http://www.dhl.com
[3] UPS官方网站,http://www.ups.com
[4] TNT官方网站,http://www.tnt.com
[5]中国联合市场调研网,2010年国内快递业将形成整合大势,2010
[6]东北物流网,中国民营快递企业与国际快递巨头的差距分析,2009
[7]吕学山,全球化背景下我国物流业竞争策略选择分析,中国市场,2007-09
[8]陈勇敢,呼唤物流市场的“阿凡达”,物流查询网,2010
[9]深圳物流网,国内快递企业发展现状分析,2009
[10]郭鹏程,外资快递业的现状与前途,进出口经理人,2009-02
[11]丁俊发,外资物流巨头并购危及国内产业链,中国物流招标网,2009
[12]深圳快递网,快递简述及中国快递市场现状,2009
[13]深圳物流,快递行业盈利模式分析,2009
[14]东方硕,美国《海外反腐败法》及对中国的影响,2007
[15]夏新海,跨国物流企业如何在华经营,中国水运,2005-04
[16]顾建跃,跨国物流企业进入对我国物流产业未来发展的影响,企业经济,2008-04
[17]戚安邦,中国现代物流服务营销策略组合的研究,商品储运与养护,2003-02
[18]田宇、汪宇波,物流服务营销论,物流科技,2001-02
[19]马骊,论物流企业的服务营销,特区经济,2006-03
[20]汪宝俊,中国现代物流服务营销策略组合的研究,商场现代化,2006-05
[21] Bowersox, Donald, J. & David J. Closs, Logistical Management, The Integrated Supply Chain Process, 1998
[22] MBA智库百科,服务营销,http://wiki.mbalib.com/
[23] MBA智库百科,品牌管理,http://wiki.mbalib.com/
[24] MBA智库百科,客户关系管理,http://wiki.mbalib.com/
[25] MBA智库百科,激励管理,http://wiki.mbalib.com/
[26]谢思佳谭罗敏,中国业务领涨UPS亚太区出口量增长25%洋快递加速抢占中国市场,南方日报,2007-08
[27]牛鱼龙,美国物流经典案例,重庆大学出版社,2006
[28]康健,TNT这样经营直复营销,现代物流报,2007-08
[29]刘晓炜,FedEx在华战略及启示,科技经济市场,2006-02
[30]温森特·冯,全球最大物流公司配送专家UPS,上海财经大学出版社,2006
[31]向阳,合并、绿色、整体2007UPS市场三大关键词,科技日报,2008-09
[32]李晓超,国际快递公司在华发展特点及启示,物流技术,2007-06
[33]严娜,国际快递巨头的中国战略,现代物流报,2007-07
[34] Michael E·Porter, Competitive strategy, Techniques for Analyzing Industries and Competitors, Free Press, 1980
[35]宁富国,邮政速递全面提速,中国邮政报,2007-08
[36]姜虹,国际快递企业发展给我们的启示,物流技术,2007-02
[37]任博华,国际快递巨头在华战略及国内业者的对策,中国贸易金融网,2008
[38]郭成,盘点中外速递业的差距,中国物流与采购网,2007
[39]荆林波,外资物流巨头并购危及国内产业链,中国商报,2007-09
[40]张争艳周志强,论国内物流企业的营销策略,中国论文联盟,2008
[41]周艳军黄中鼎,我国快递业品牌建设现状及对策思考,中国流通经济,2006-08
[42]周用隆,提升中国快递业竞争力的对策,铁道货运,2006-02
[43]袁国利,中国邮政EMS应对全球快递市场竞争,现代邮政,2003-01
[44]郭洪森,促进我国航空快递及其物流发展的思考,集团经济研究,2002-06
[45]曹光福,新世纪民航快递面临的挑战及对策,民航管理,2001-08
[46]周扬,国内民营快递业发展状况调查,新物流,2007-05
[47]蔡恩泽,洋快递逐鹿中国市场,中国外资,2007-06
[48]陈晓云孙俊,浅析中国本土快递业的发展策略,商场现代化,2007-08
[49]陆晓磊,快递业未来发展浅论,上海企业,2006-05
[50]张晓丹,RFID在全球邮政快递业的应用,中外物流,2006-06