第三方食品物流企業(yè)A公司營銷研究.pdf

1、中國農(nóng)業(yè)大學(xué)碩士學(xué)位論文第三方食品物流企業(yè)A公司營銷研究姓名：梁允江申請學(xué)位級別：碩士專業(yè)：工商管理指導(dǎo)教師：陳紅華20070501AbstractThirdpartylogisticsisastartnearthefield，only10yearsofhistory，butitsdevelopmentatallalarmingrateSinceChinawasaccessiontotheWTO，thethirdpartylogisti

2、csenterpriseshavebeenboomingallofoverthecountryTherearenumerousChineseTPLenterprisesdevelopingrapidlyHoweverthemajorityrootedfromthetraditionalfreight，warehousingenterprises，anddevelopedfromtheOveralllowoperatinglevel，an

3、dhasahugegapbetweenforeignmultinationallogisticsenterprisesLotsoflogisticsenterprisesarccompetinginlowpricesTheseriousproblemofviciouscompetitionwascausedbythethirdpartylogisticsmarketirregularitiesMeanwhile，logisticsser

4、vicelevelhasbeenfluctuatingwithinanarrowrangeThe11PLenterprisesdonotpayattentiontomarketingnottoestablishacustomerservicecenterconceptisoneofthemajorCaUSeSInthispapertheauthorwillmakeaparticularthirdpartylogisticsenterpr

5、isesspecificmarketingplan，byusingMarketingknowledge，andinreferencetothedomesticandinternationalthirdpartylogisticsmarketingtheoryonthebasisofthestudyAsanewlyformedjointventuresmediumthirdpartyfoodslogisticsenterprises，Ac

6、ompanyhaveavastmarketprospectsandhugepotentialdevelopment，butthebusinesshasjustgonethroughtheintegrationofthelogisticsbusiness，andisajointventureestablishedinthereparatorystage，havenotyetformedlong。termlogisticsmarketing

7、strategicplanningInthissense，AcompanyalsocannotbecountedasagenuinethirdpartyfoodslogisticsenterprisesThereforeitisnecessarytodesignandplanthefutureworkofmarketingoverallforAcompanyOnthebasisofin—depthinvestigationsandana

8、lysisofdevelopmentofChinathirdpartylogisticsindustryandmarkettrendsthestatusquo，theauthorwillmakeuseofmarketsegmentationandtargetmarketchoicetheorytosegmentChina3PLmarket，anddeterminethecompany’stargetmarketsInthispaper，

9、theauthoralsowilldevelopACompanylsmarketingstrategyandtacticsthroughtheuseofthirdpanylogisticstomarketingtheoryand4PSmarketingatthecoreofwaystodealwiththethird—partyfoodslogisticsmarketandAcompanyactualsituation，aswellas

10、makeanassessmenttotheeconomicfeasibilityoftheprogramThisstudyisjustthesolutiontospecificthird—partylogisticsenterprises一AcompanymarketingprogramdevelopmentNevertheless，formanyordinarythesmallandmediumenterprises3PLhowtod

11、evelopandimplementmarketingstrategies，howtodevelopitslogisticsserviceproducts，howtopriceitslogisticsservice，promotions，howtodevelopareasonablemarketingstrategiesandtacticstoparticipateinmarketcompetitionthroughexplorethe

12、irownadvantages，andhowtogetcompletely“dofthepricewarasameansofviciouscompetitionsituationthearticlewillbeacertainreferenceKeywords：third—partylogistics；11PLmarketing；MarketSegmentation；Targetmarket；LogisticsMarketingStra