平衡计分卡与物流企业营销战略管理

物流企业营销对物流企业的发展有重要的意义,因为物流企业的发展主要是依赖于开发市场需求,满足顾客需要,进而建立持久的合作关系。物流的营销工作正是要通过市场调研,发现并发掘已有的和潜在的需求。传统的营销方式易把营销部门分离出去,没有把营销目标和总的企业战略目标结合在一起。文中把平衡计分卡应用于物流企业的营销管理中,从战略的高度对物流企业的营销进行管理。

Balanced Scorecard and Logistics Enterprise Marketing Strategic Management

Logistics enterprise marketing is significant for the development,because the development of logistics enterprise is mainly dependent on the development of market demand,to meet the needs of customers,to establish lasting relations of cooperation.Logistics marketing is through market research,discover and explore the existing and potential demand.The traditional methods of marketing easily separated the marketing department from the cooperation,not integrating the marketing goals and objectives of the business strategy together.The article applys the Balanced Scorecard on logistics enterprise marketing management,from the strategic height,manages the logistics enterprise marketing.