基于SWOT分析的第三方物流企业营销策略

Marketing Strategy of Third Party Logistics Enterprises Based on SWOT Analysis

目前我国第三方物流企业的发展刚刚起步,物流企业的服务定位尚不明确,且缺乏有效的市场营销策略。如何来提升第三方物流企业的服务质量,以解决营销理念滞后的问题,己成为迫切需要研究的课题。本文首先采用PEST分析方法从四个方面分析我国第三方物流企业所处的外部环境,并分析第三方物流企业的内部环境,在此基础上用SWOT分析法对第三方物流企业所处环境进行综合分析;然后,根据第三方物流企业的现存条件进行了目标市场的确定和市场定位;最后,从四个方面提出第三方物流企业的营销策略。

At present, the development of third-party logistics enterprises in China has just started, the service orientation of logistics enterprises is still not clear, and there is no effective marketing strategy. How to improve the service quality of third-party logistics companies to solve the problem of lagging marketing concepts has become an urgent need for research.This paper firstly analyzes the external environment of China’s third-party logistics enterprises from four aspects by using PEST analysis method, and analyzes the internal environment of third-party logistics enterprises. Based on this, SWOT analysis method is used to integrate the environment of thirdparty logistics enterprises analysis;then, according to the existing conditions of the third-party logistics enterprises, the target market is determined and market positioning;finally,the marketing strategy of the third-party logistics enterprises is proposed from four aspects.