云物流环境下创新物流企业的营销战略

The Innovation of the Logistics Enterprises' Marketing Strategy under the Cloud Logistics Environment

营销与创新是物流企业适应环境的变化,保持旺盛发展势头的主要动力。物流企业只有持续不断地进行营销和创新,才能更好地满足顾客需求,提升自身竞争力。随着互联网、物联网、云计算、大数据的等信息化技术的发展,一种新型的物流模式"云物流"已成为现代物流发展的重要方向。云物流拥有独具特色功能,整合物流资源,降低供应链各节点企业的物流成本,增加物流企业的增值服务。物流企业以云物流创新带动营销创新,构建物流企业营销战略新模式:物流超市、云销售和云物流一体化、云制造和云物流一体化。提升物流企业服务水平,抢占市场先机。

Marketing and innovation are main driving forces of the logistics enterprises to adapt to the changing environment and maintain strong development momentum. Logistics enterprise must continue to carry on the marketing innovation in order to better meet the needs of customers as well as enhancing their competitiveness. With the development of Internet,the Internet of things,cloud computing,big data and other information technology,a new logistics mode 'cloud logistics'has become an important trend of the development of modern logistics. The cloud logistics has such unique functions as integrating logistics resources,reducing logistics cost of each node enterprise in the supply chain and increasing the value- added services of logistics enterprises. Logistics enterprises should improve marketing innovation by cloud logistics innovation and construct a new mode of their marketing strategy:the integration of logistics supermarket,cloud sales and cloud logistics as well as the cloud manufacturing and cloud logistics integration in order to improve the service level of logistics enterprises and seize the market opportunities.