我国第三方物流企业的市场营销战略与策略研究

本文通过对第三方物流企业的需求与供给分析，提出第三方物流企业的市场营销战略：一是市场定位以中国大陆地区为基地，以精良的设备、高效的管理制度和高素质的员工队伍，为客户提供订制的个性化的物流服务——个性化战略；二是实现个性化战略的两条基本思路——定位个性化和服务个性化。据此战略指出第三方物流企业相应的营销策略是市场细分策略、价格竞争策略、一对一营销策略、客户资源整合策略、品牌建设策略和营销创新策略等。

Studies on the Marketing Strategy and Tactics of the Third Party Logistics Enterprises

This article proposes the marketing strategies of third party logistics enterprises through analyses of the demand and supply of the third party logistics enterprises.First,market orientation is based on the Chinesemainland,offering individualized logistics service for customers with the high-quality staff steam,high-efficientmanagement system and superior equipment.Second,orientation and service individualizations are the two basicmethods to realize the individualized strategy.The third party logistics enterprise's corresponding marketingtactics include the market subdivision,price competition,one to one marketing,customer resource integration,brand construction and marketing innovation,etc.