顶级物流企业营销创新策略研究——以美国《输入物流》杂志评选的第三方物流10强企业为例

On Marketing Innovation Strategies of Top Level Logistic Enterprises——Taking The Top10-3p1 Enterprises Chosen by Inbound Logistics as the Example

营销与创新是企业生存发展永恒的主题,物流企业只有持续不断地进行营销创新,才能更好地满足顾客需求,提升自身竞争力。案例研究表明,国际顶级物流企业保持卓越的关键在于,能够坚持以顾客为导向,以创新为手段,前瞻性地走在客户需求的前面。其中,为客户的创新而创新,是物流企业营销创新取得成功的基础;通过持续的物流服务组合创新赢得客户忠诚,是保持客户忠诚的关键;以技术创新带动营销创新,是提高服务创新效率与效益、抢占市场先机的关键。我国物流企业为应对各种环境危机和挑战,应学习顶级物流企业营销创新的成功经验,有效提升企业营销创新水平与竞争力。

The key for the international top level logistic enterprises to be perfect is to adhere to the principle of customer-oriented and innovation-oriented.Among these,innovation made for customers＇ innovation is the basis for the logistics enterprises＇ marketing innovation to be successful;the sustainable innovation in logistic service mixture is the key for the enterprises to gain the customer＇s loyalty;and the marketing innovation led by the technological innovation is the key for the enterprises to improve the efficiency and effect of service innovation and seize more opportunities.In coping with different kinds of environmental crisis and challenges,China＇s logistic enterprises should learn from experiences of the top level logistic enterprises to effectively improve the level of marketing innovation and competitiveness.