基于运销营关系的物流企业市场营销体系创新

Innovation of Marketing System of Logistics Enterprises Based on Relationship between Transportation & Sales

首先分析了运销营关系下的物流企业市场营销体系,对运销营一体型和分离型运作模式的优缺点进行了归纳,在此基础上提出了运销营分离模式下的营销体系在组织体系、流程体系和营销管理方式上的创新模式。

In this paper, we first analyzed the marketing system of the logistics enterprises from the angle of the relationship between transportation and sales, then summarized the strengths and weaknesses of the integrated and disconnected operation modes, and on such basis, proposed the innovation mode of the disconnected marketing system in terms of organizational structure, process system and marketing management practice.