德邦物流公司市场营销策略探析—论文终稿

关德邦物流公司市场营销策略探析艾福敦酒店为例商务管理人力资源管理人力1升市培）2（夜6111627姚洁晶林42015445645920152701311专业：论文题目：学院：班级：姓名：年月日学号：导师：德邦物流公司市场营销策略探析华东理工大学毕业设计（论文）任务书课题德邦物流公司市场营销策略探析2015年7月6日至2015年10月14日共20周院系专业班级学号姓名指导教师2015年9月7日德邦物流公司市场营销策略探析I摘要在市场竞争日益激烈的当今社会，当前我国物流行业机遇与挑战并存。随着经济全球化和信息技术的发展，现代物流在经济发展中的重要性日益突出。我国经济持续快速发展和对外开放的不断大为物流行业带来了巨大的发展空间，据中国物流信息中心预计，中国社会物流总规模处于快速增长阶段，但同时我们也应当看见到，目前国内的物流企业正在“红海”中挣扎。在竞争残酷的“红海”中脱颖而出，开创自己的“蓝海”，是我国物流企业面临的一大挑战。因而，企业的市场营销策略对其生存和发展起着巨大的作用，对实现企业或组织目标，建立和保持与目标市场之间的互利的交换关系有着至关紧要的作用，而对项目设计的分析、规划、实施和控制，就需要企业的营销管理者针对不同的需求情况，采取不同的市场营销策略，进而有效的满足市场需求，确保企业目标的实现。本文就德邦物流公司的市场营销策略作为研究对象，就其现状及目前的营销策略做深入剖析，特此论证市场营销策略在企业发展中起到的重要作用，并就目前现状进行探析，从中发现问题，并提出相应的解决措施。关键词：德邦物流；市场营销；营销策略；4P理论德邦物流公司市场营销策略探析IIAbstractIntheincreasinglyfiercemarketcompetition,China'slogisticsindustryopportunitiesandchallengescoexist.Withthedevelopmentofeconomicglobalizationandinformationtechnology,theimportanceofmodernlogisticsintheeconomicdevelopmentisbecomingmoreandmoreimportant.China'ssustainedandrapideconomicdevelopmentandopeningupofthelogisticsindustryhasbroughthugespacefordevelopment,accordingtoChina'slogisticsinformationcenterisexpected,thetotalsizeofChina'slogisticsindustryisinarapidgrowthphase,butatthesametimeweshouldalsoseethatthecurrentdomesticlogisticsenterprisesareintheRedSeainthestruggle.InthefiercecompetitionintheRedSea,tocometothefore,tocreatetheirownblueocean,isamajorchallengeforChina'slogisticsenterprises.Therefore,theenterprise'smarketingstrategyplaysanimportantroleinthesurvivalanddevelopmentofenterprisesandorganizations.Itisessentialtoestablishandmaintainamutuallybeneficialexchangerelationshipwiththetargetmarket,andtheanalysis,planning,implementationandcontroloftheprojectdesignwillrequirethemarketingmanagersofenterprisestomeettheneedsofdifferentmarketingstrategies.TheDebonlogisticscompanymarketingstrategyastheobjectofstudy,thepresentsituationandthemarketingstrategytodoin-depthanalysis,herebytoprovethemarketmarketingstrategyintheenterprisedevelopmentplaysanimportantroleandcurrentsituationoffoundtheproblem,andputsforwardthecorrespondingsolutions.Keywords：DeBogLogistics;Marketing;MarketingStrategy;4PTheory德邦物流公司市场营销策略探析III目录摘要...................................................................................................................................................IAbstract.............................................................................................................................................II目录.................................................................................................................................................III第1章引言.....................................................................................................................................11.1研究背景.............................................................................................................................11.2研究目的............................................................................................................................11.3研究意义............................................................................................................................1第2章文献综述.............................................................................................................................32.1市场营销的定义.................................................................................................................32.2市场营销策略的定义.........................................................................................................32.3市场营销策略的内容.........................................................................................................32.4市场营销策略的相关理论.................................................................................................42.4.14Ps理论...................................................................................................................42.4.24C理论....................................................................................................................52.4.34R理论.....................................................................................................................52.5国内外物流企业营销策略的研究现状............................................................................62.6评述....................................................................................................................................8第3章德邦物流公司营销策略现状及存在的问题.....................................................................93.1我国物流类企业的市场营销概况....................................................................................93.1.1市场状况................................................................................................................103.1.2竞争状况................................................................................................................103.2德邦物流公司简介..........................................................................................................103.3德邦物流公司的市场营销策略现状描述......................................................................113.3.1产品现状...