摘要
我国中小型物流企业大多由运输企业、仓储企业演变而来,营销理念、营销模式、营销机制、营销策略、营销手段滞后,做"业务"的多,做"营销"的少;贪大求全的多,市场细分的少;拉业务订单的多,建立战略伙伴关系的少;中小型物流企业很多,营销能力强的企业较少。当今的市场竞争是供应链与供应链的竞争,物流企业要谋求生存与发展,在竞争激烈的市场中做大做强,立于不败之地,必须把握国家振兴和发展物流业的大好机遇,贯彻落实"客户至上、服务为本"的经营理念,整合各种资源,加强基于供应链的营销创新与服务,通过导入营销组合、优化营销组合、创新营销组合,融入供应链、协同供应链、服务供应链,不断提高营销力与核心竞争力。
Developed from transportation companies and storage companies, China＇s small and medium logistic companies are lagged behind in terms of marketing idea, pattern, mechanism, strategy and means. They pay more attention to business but less to marketing; pay more attention to expansion but less to segmentation; pay more attention to order but less to strategic partner. Only few of these kind of companies has the competitiveness of marketing. However, Competition in today＇s markets is the competition among supply chains. To pursue survival and development and to be big and strong in the light of competitive market, the logistics companies should seize the opportunities of rejuvenation and development, implement the theory of ＂customer-first and service-orientation＂, integrate different kinds of resources, and strengthen the supply chain-oriented marketing innovation and service. By introducing, optimizing and innovating market mix, these companies could be involved in the supply chain, coordinate the supply chain and provide service for the supply chain, and improve their capacity for marketing and the core competitiveness.
出处
《中国流通经济》
CSSCI
北大核心
2010年第3期56-59,共4页
China Business and Market
关键词
物流企业
供应链
营销管理
创新
logistics companies
supply chain
marketing management
innovation
