基于市场细分的中小物流企业关系营销研究

Market Segmentation-Based Research of Relationship Marketing of Middle and Small Scale Logistics Firms

文章以中国物流行业全面开放环境下的发展为背景,根据中小物流企业自身发展特点,利用关系营销理论,对中小物流企业的关系营销问题进行了相关研究。认为中小物流企业应该在市场细分的基础上实现专业化经营,找准定位,避开与物流巨头的正面竞争。同时从加强与企业的沟通与互动、提高服务质量及保持持续的质量改进等三方面对中小物流企业的关系营销进行了分析与研究。

Under the background of the totally open environment of China＇s logistics industry, the paper, according to the features of the middle-and small-scale logistics firms, applying the relationship marketing theory, studies on the relationship marketing problems of these finns. The author suggests that these finns operate in specialized fields based on market segmentation, position accurately and avoid from the direct competition with the conglomerates. Meanwhile, the author analyzes and studies on the relationship marketing of the middle-and small-scale finns from the following three facts： enhancing among firms, improving the sen, ice quality and keeping continuous quality augmentation.