面向产品生命周期的物流营销组合策略

On Logistics Marketing Mix Strategy Base PLC

通过分析市场营销与物流营销的关系,认为物流营销是通过物流活动来达到扩大市场、促进销售的策略,是市场营销的组成部分,也是需求链最具活力的环节;市场营销是物流的前提,而物流又是实现营销活动的保证。只有把物流与营销结合成一个共同的竞争战略,物流营销才能够成为一个有效的系统。不同产品生命周期阶段的物流营销活动和营销策略不同,于是从产品生命周期的角度探讨物流营销活动,提出相应的物流营销组合策略,及物流营销过程的应用。

By analyzing the relationship between marketing and logistics,this paper considers that logistics marketing is strategy of expanding marketing,promoting sales through the logistics activity,and is a composition of marketing,as well as,the most dynamic links of demand chain.Marketing is a precondition of the logistics,and logistics is the promise of the realization marketing activities.Logistics marketing becomes an effective system under the logistics and marketing combined into a common competitive strategy.Logistics marketing activities and strategies of product life-cycle are different,so this article approaches the logistics marketing activities from the product life-cycle,and proposes logistics marketing mix strategies,and applications of logistics marketing process.