佳吉快运的营销策划

摘要I南宫市佳吉快运的营销策划专业：物流管理学号：20110310140212学生：张赛指导老师：高晓亮摘要市场经济形式下，企业之间的竞争变得愈加激烈，企业想要获得更高的经济效益，降低自身成本是前提条件。对生产企业而言，降低物流成本是提高经济效益的重要手段，物流外包使生产企业解放了生产力，提高了生产效率，第三方物流业应运而生，第三方物流企业为生产企业提供专业的物流服务，带动了生产企业的发展。本文以佳吉快运为例，就南宫市佳吉快运在营业期间遇到的问题展开讨论，通过分析当地商业基础确定企业的选址，并对企业客户进行分类，针对大客户制定个性化服务，同时通过加强企业内部管理，完善企业制度等一系列措施促进南宫市佳吉快运的发展。关键词：营销策划；营销策略；SWOT分析；内控；运营规划ABSTRACTIIThemarketingplanningofNanGongCNEXABSTRACTInthemarketeconomy,thecompetitionbetweentheenterprisesisbecomingmoreandmorefierce,iftheenterpriseswanttoclaimhigherprofits,thentheymustreducetheircost.Forthemanufactures,reducinglogisticscostisanimportantmeanstoimprovetheireconomy,logisticsoutsourcingmakesthemanufacturesemancipatetheproductiveforces,andimprovetheirproductionefficiency,andso,thethirdpartylogisticsisbornattherightmoment,thethirdpartylogisticsenterprisesprovidethemanufactureswithprofessionallogisticsservices,andtheypromotethemanufactures'development.ThearticletakesNanGongCNEXasanexample,talksabouttheproblemsduringabusinessday,determinestheenterprise'slocationthroughanalysingthebusinessfundamentals,meanwhileclassifiescustomersanddevelopspersonalservicesforspecificcustomers,waht'smore,promotesthedevelopmentofCNEXbystrengtheningtheinternalmanagementandperfectingtheenterprises'systemandsoon.Keywords:marketingplanning;marketingstrategy;SWOTAnalysis;internalcontrol;OperationsPlanning.目录III目录摘要............................................................................................................................IABSTRACT..............................................................................................................II1绪论.......................................................................................................................11.1研究背景......................................................................................................11.2研究目的及意义..........................................................................................11.3主要研究内容..............................................................................................12理论介绍...............................................................................................................32.1ABC分析法..................................................................................................32.2选址方法......................................................................................................32.3SWOT分析法...............................................................................................42.4“4P+4C”营销战略........................................................................................42.4.1市场开发战略：抓住市场动向，掌握顾客需求，开发新产品（Consumer+Product）.......................................42.4.2成本领先战略：降低企业成本，产品价格达到顾客满意（Cost+Price）..............................................52.5节约里程法................................................................................................53企业现状及影响选址因素...................................................................................63.1公司信息......................................................................................................63.1.1公司简介.............................................63.1.2配送模式.............................................63.2南宫市佳吉快运基本信息..........................................................................63.2.1南宫市佳吉快运简介...................................6目录IV3.2.2商业基础.............................................73.3客户分类.....................................................................................................93.4重心法选址..................................................................................................93.5SWOT分析................................................................................................113.5.1主要竞争对手.......................................113.5.2SWOT分析........................................113.6面临的问题..............................................................................................134营销策略.............................................................................................................144.1市场开发战略............................................................................................144.2SWOT战略................................................................................................154.2.1WT战略............................................154.2.2ST战略.............................................164.3成本领先战略............................................................................................174.3.1降低固定资产投入的成本..............................174.3.2降低运营成本........................................184.3.3降低配送成本........................................184.4加强内部管理，提高企业效率,降低成本.........................................215结论与展望........................................................................................................23参考文献.................................................................................................................24附录A外文资料——原文部分.....................................25附录B中文翻译——译文部分.....................................