基于客户旅程地图的第四方物流企业引领战略勾勒

首先界定第四方物流、引领战略和客户旅程地图等概念的内涵,进而针对第四方物流模式、物流企业发展战略及相关的工具模型予以理论溯源;在此基础上分析了中国社会经济(全供应链)、物流行业及企业的总体发展概况,并对中国第四方物流的发展进行扫描;然后从供应链(纵向)发展与管理效能、物流行业(横向)发展与服务效能、物流企业(自身)发展与运营效能三个维度设计了第四方物流企业引领发展的评价指标体系;据此揭示了当前中国第四方物流企业发展现存的主要问题;最后基于客户旅程地图,从"一纵"(供应链发展引领战略)、"一横"(物流业发展引领战略)、"一点"(自身运营发展战略)3个层面构建了中国第四方物流企业"三位一体"引领发展战略,同时提出了加强信息管理、提供品牌服务、提升运营能力等对策措施。

The leading strategy of the fourth-party logistics enterprises based on customer journey map

This paper firstly defines the concept of the fourth-party logistics, leading strategy and customer journey map, and then traces back to the theory of the fourth-party logistics mode, logistics enterprise development strategy and related tool models. Based on these, it analyzes the overall development of China’s social economy(full supply chain), the logistics industry and enterprises, and scans the development of China’s fourth-party logistics. Then from the three dimensions of supply chain(vertical) development and management efficiency, logistics industry(horizontal) development and service efficiency, logistics enterprise(itself) development and operation efficiency, the paper designs the evaluation index system of the leading development of the fourth-party logistics enterprises, which reveals the main problems existing in the current development of China’s fourth-party logistics enterprises. Finally, on the basis of the customer journey map, from the three levels including supply chain development leading strategy, logistics industry development leading strategy and own operation development strategy, this paper constructs the "three in one" leading development strategy of China’s fourth-party logistics enterprises, and puts forward countermeasures and suggestions such as strengthening information management, providing brand services and improving operational capacity.