基于营销组合策略导向的物流企业服务创新的探讨

Discussion on Logistic Enterprise's Service Innovation based on Guidance of Marketing Combination Strategy

随着我国经济的发展,市场竞争也越加激烈,物流企业要在竞争中得到发展,应基于营销组合策略导向进行服务创新。通过对物流企业营销框架的分析,提供物流企业服务创新应以客户为导向,科学确定物流企业战略、分析物流企业成本动因、优化物流企业价值链、以"7P+T"为核心优化物流企业营销战略等对策,实现物流企业的服务创新。

Following with economic development in China, market competitiveness is more intense, so logistic enterprise, in order to get progress in the competitiveness, should make service innovation based on guidance of marketing combination strategy. Through analyzing the marketing frame of logistic enterprise, the countermeasures of service innovation of logistic enterprise are provided, such as taking clients as guidance, applying science-determined logistic enterprise strategy, analyzing the cause of logistic enterprise＇s cost, optimizing the value chain of the enterprise and optimizing the enterprise＇s marketing strategy with core of ＂TP＋T＂, all of these could realize the service innovation of logistic enterprise,