论物流企业的营销战略

Marketing Strategy of Logistics Enterprises

现阶段,我国物流企业仍属典型的粗放式经营,对市场营销重视不够,研究不够,致使大部分外包物流服务的企业对物流企业的服务不满,因此,研究物流企业的营销问题意义重大。结合中国当前物流市场现状,研究适合各类物流企业的营销战略类型及其特征差异,并进一步提出营销战略的实施条件。

The management of logistics enterprises in China still remains in an initial and coarse stage, in which little attention is paid. Many enterprises are not satisfied with logistics services obtained by the specific logistics enterprises. So it is vital to research on logistics marketing. In view of the current logistics market, this paper demonstrates the marketing strategies available for different logistics enterprises, analyzes characteristic diversities of these strategies and proposes the conditions of implementing them.