物流行业营销策略研究

Research on Marketing Strategy of Logistics Industry

随着我国经济社会的发展,关于物流业的理论研究日益增多,在物流服务领域,也更多地应用到了营销管理的相关理论。在物流服务日益同质化的市场环境下,物流营销已经成为企业的核心竞争力和取得胜利的关键。所以,如何使用营销策略使企业在消费者心中树立良好的品牌形象,引起消费者的消费欲望,是值得物流企业关注的问题。文中基于物流行业,通过阅读与营销有关的书籍和学术期刊,对查阅的相关论文、研究及其最新发展动态进行罗列分析,解析其基本理论,为后续研究提供理论依据,以提高物流企业营销水准。

With the development of China's economy and society,the theoretical research on logistics industry is increasing day by day.In the field of logistics service,more and more relevant theories of marketing management are applied.In the increasingly homogeneous market environment of logistics services,logistics marketing has become the core competitiveness of enterprises and the key to success.Therefore,how to use marketing strategies to make enterprises establish a good brand image in the minds of consumers and cause consumers desire to consume is a problem worthy of attention of logistics enterprises.Based on the logistics industry,by reading books and academic journals related to marketing,this paper lists and analyzes relevant papers,research and the latest development trends,analyzes its basic theory,and provides theoretical basis for subsequent research to improve the marketing level of logistics enterprises.