基于供应链的物流企业营销管理与创新

Marketing Management and Innovation of Logistics Enterprises in Supply Chain Environment

如何加强物流服务中的营销管理和创新力度是制约物流企业竞争力提升和业务创新的重要瓶颈。首先对目前物流企业营销管理中存在的问题进行了分析,指出营销理念落后、营销能力差、营销方法缺乏市场细分以及忽视战略合作等是目前存在的主要问题,接着从物流服务产品策略、价格策略、渠道策略和促销策略等方面提出了物流企业营销组合管理及其与供应链融合的方法和途径,最后提出了基于服务供应链的物流企业营销组合创新,即基于供应链的物流企业4CS和4PS营销创新组合。

In this paper, we first analyzed the problems existing in the marketing management of logistics enterprises, and pointed out the major ones such as backward concept of marketing, poor marketing capacity, lack of market segmentation and ignorance of strategic cooperation. Then from the aspects of product strategy, price strategy, channel strategy and promotion strategy of logistics services, we proposed the method and path for the combinational marketing management and supply chain integration of the logistics enterprises. At the end, we proposed the innovative marketing combination of these enterprises hased on service supply chain, that is, the the marketing strategy that combined 4CS and 4PS.