顾客行为对企业营销物流的作用及其优化研究

Effect and Optimization of Customer Behavior on Enterprise Marketing Logistics

从顾客行为的视角研究了其与企业营销物流的作用机制和优化关系。首先从顾客的视角阐述了营销物流的内涵和组成,接着从顾客消费结构、顾客购买方式和顾客区位分布三个方面研究了其对企业营销物流的作用机制和影响,最后从加强顾客需求管理、构建信息化服务平台、引入第三方物流和发展顾客参与式营销物流等方面提出了企业营销物流优化的建议和对策。

In this paper, from the perspective of the customer, we introduced the connotation and composition of the marketing logistics, then from three aspects studied its influence and action mechanism on the marketing logistics of the enterprises, and at the end, from multiple angles proposed the suggestions and countermeasures for the optimization of the enterprise marketing logistics.