(本科毕业论文)中集物流公司服务营销策略组合的探析分析.doc

本科毕业论文 中集物流公司服务营销策略组合的探析 院（系、部）名 称 ： 工商管理学院 专 业 名 称： 学 生 姓 名： 学 生 学 号： 1 指 导 教 师： 年 月 日 摘 要 随着国内经济的迅速发展，第三方物流业也得到了迅速的发展迎来了最好时机，在国民经济建设中扮演了越来越重要的角色，起了很重要的作用。因此，现代物流业将成为我国经济发展新的支柱产业，同时担负着为其他行业提供现代物流服务的使命。而物流企业在战略管理中必须重视的一项内容就是服务营销策略。本文通过对中集物流公司的经营环境进行SWOT分析，并结合7Ps服务营销理论，探讨了中集物流公司发展的营销策略。为了提高中集物流公司的核心竞争力，使之快速成长。本文围绕企业的总体战略，针对中集物流公司存在的问题，全面的提出了产品策略、渠道策略、人员策略、有形展示策略以及策略之间的组合，并提出了中集物流公司实施各项策略时的保障措施。为企业的持续发展提供市场开拓的保障，对企业的营销实践有一定的指导意义。 关键词：第三方物流；服务营销；营销策略；策略组合；策略实施 Abstract With the rapid development of the domestic economy, the third-party logistics industry has been rapid development has also ushered in the best time, played an increasingly important role in the national economy, plays an important role. Therefore, the modern logistics industry will become a new pillar industry of economic development, at the same time responsible for providing logistics services to other trade mission. And an element of logistics enterprises in strategic management must pay attention to is the service marketing strategy. In this paper, CNCC companys business environment through SWOT analysis, combined with 7Ps service marketing theory, discusses the marketing strategy CNCC company. To improve the CNCC companys core competitiveness, so that rapid growth. This paper focuses on the overall business strategy for the company CNCC problems put forward a comprehensive product strategy, a combination of channel strategy, personnel strategy, physical evidence between strategy and tactics, and made in the implementation of the strategy set logistics companies when safeguards. Provide marketing protection for sustainable development of enterprises, the enterprise marketing practice has a certain significance. Keywords:Third-party logistics;marketing services;marketing strategy;Policy implementation; policy enforcement 目 录 摘 要 I Abstra