物流企业营销模式分析-论文

青岛理工大学毕业论文题目:物流企业营销模式分析——以济南德邦物流为例院系名称：管理学院专业班级：物流管理1班学生姓名：学生学号：指导教师：青岛理工大学学士论文2目录摘要........................................................................................................................4关键字........................................................................................................................4Abstract......................................................................................................................5Keywords..................................................................................................................5第一章绪论..............................................................................................................61.1背景...............................................................................................................61.2研究目的及意义..........................................................................................61.3国内外现状研究...........................................................................................61.4研究的内容、方法和思路..........................................................................71.4.1研究内容............................................................................................71.4.2研究方法............................................................................................71.4.3研究思路.............................................................................................7第二章物流企业营销模式与客户满意度的概述.................................................82.1物流企业营销模式与客户满意度的定义..................................................82.2物流企业营销模式的主要思路..................................................................82.3物流企业客户满意度的主要影响因素......................................................9第三章物流企业现有营销模式分析...................................................................113.1物流企业营销现状....................................................................................113.2现有模式分析............................................................................................11第四章对物流企业营销模式相关建议及改进措施...........................................134.1战略营销概念的提出.................................................................................13青岛理工大学学士论文34.1.1战略营销的概念内涵......................................................................134.1.2战略营销的特征...............................................................................144.2国外先进物流企业营销模式分析............................................................144.2.1联邦快递的5C全面自我分析.......................................................144.2.2schenker战略营销之资源整合与个性化服务............................164.3分析成功之道.............................................................................................17第五章济南德邦物流营销模式分析...................................................................205.1企业简介.....................................................................................................205.2营销状况分析.............................................................................................205.3改进建议.....................................................................................................21第六章结论与未来发展........................................................................................23参考文献..................................................................................................................24致谢..........................................................................................................................25青岛理工大学学士论文4摘要随着国民经济的持续高速增长以及世界竞争的日益加剧，中国经济的每个领域都在经历着翻天覆地的变化。走过了改革开放三十余年的风雨历程，中国的流通加工制造业取得了可喜可贺的进步。然而，流通业的滞后性阻碍了商品种类叠加，数量剧增的脚步，成为其发展的瓶颈。物流业是流通业的主力军，但是，中国的物流业总体呈现的态势却不容乐观，经营规模小，市场份额及人力资源少，竞争力弱，营销网络散乱的现状致使流通业始终无法跻身世界前列。究其原因，中国物流企业自身营销观念的落后是硬伤，营销的关键地位始终未得到重视。为此，作为国人，我们不得不扪心自问，中国物流企业未来的营销方式应该向什么方向发展？作为一个物流管理专业的学生，我有责任和义务去探讨和研究中国物流企业现有营销模式存在的问题，通过借鉴国外先进的营销理念，为国内物流企业的飞黄腾达贡献一份应有的力量。本文通过分析国内物流企业目前营销策略存在的问题，借鉴国外成功物流企业营销经验，适当的将其本土化，适时的提出战略营销的概念及关系营销与资源营销的特征，探讨物流企业实施战略营销的必要性。在此基础上，运用SWOT模型分析德邦物流当前的状况，试探性的将战略营销的思路运用到该企业中。相信国内物流企业只有加之恰当的营销手段，切实提高客户满意度，才能实现企业根本的盈利目的，保证物流企业的长久可持续发展。关键字：物流企业营销模式战略营销客户满意度关系营销资源营销青岛理工大学学士论文5AbstractWiththesustainedandrapidgrowthofnationaleconomyandtheincreasinglyintensecompetitionintheworld,China'seconomyareexperiencingearth-shakingchangesineveryfield.Trialsandhardshipcoursehasgonethroughmorethan30yearsofreformandopening-up,China'scirculationprocessingmanufacturingWBHprogresshavebeenachieved.However,circulationofhysteresishinderedthesuperpositionofitems,forthesharpincreaseofthenumberofsteps,becomethebottleneckofitsdevelopment.Thelogisticsindustryisthemainforceofcirculationindustry,however,China'slogisticsindustryoverallpresentsituationisnotoptimistic,smallscale,lessmarketshareandhumanresources,weakcompetitiveness,thecurrentsituationofthemarketingnetworkspreadthecirculationindustryhasalwaysbeenamongtheworld'shighest.ThereasonisthatChina'slogisticsenterprisesownmarketingconceptbehindiscalledflints,keypositionneverpaymoreattentiontomarketing.Forthis,asamericans,wehavetoaskourselves,whatshouldthefuturemarketingofChineselogisticsenterprisestodevelopm