I. The relationship between logistics and marketing. Logistics represents a huge strategic potential of an enterprise. It is a key factor for enterprises to gain continuous competitive advantages. In the “Strategic Marketing Theory” of the University of Kyo Yiyi, the University of Kyo Yiyi, Japan believes that another extremely important factor relying on the completion of marketing to adjust the function of adjusting demand is logistics. Many of the activities involved in logistics are related to marketing strategies. These activities constitute the interconnection of two systems of marketing and logistics. Only by first understanding the relationship between the logistics activities and marketing activities of the customer enterprise can logistics companies be accepted by the customer’s outsourcing During the logistics business, it is clear that the customer’s needs are clarified, and the corresponding logistics services are effectively provided to customers to support customers’ marketing activities. That is to say, the logistics services provided by logistics companies for customers are finally aimed at meeting customer marketing activities. 1. Customer marketing product strategy is intertwined with logistics. From the perspective of product strategy, the procurement, sales, and customer service in the logistics activities of customer companies are the most closely related. The life cycle of the product generally goes through the introduction period, growth period, maturity period, and recession period. After entering the maturity period, on the surface, the scale of the product continues to expand, which is the peak season for sales, but in fact, the profits of product producers and sellers have gradually declined. From the perspective of marketing, at this time, huge sales mean that the market’s demand for the product has reached saturation. If only the product is produced, producers will begin to withdraw from the market. At this time, enterprises must immediately launch new products to the market, or widen and deepen the original products to offset the decrease in profit caused by the decline in sales of this product. The salesperson of the logistics system is the most sensitive to the advent of the mature period, and can give this information to the marketing planning department in time. When planning development and development of new products, because sales staff often contact customers, what the customer needs is most understanding, what kind of breadth and depth should be achieved by what new products and series of products should be developed to have the most market potential, new products should be available in new products, and new products should be available. What functions and other issues, sales staff can provide the most valuable information for developers. 2. The impact of customer marketing price strategy and promotional activities on logistics. Price strategy also affects the services provided by logistics and its services. Whether the price strategy will affect the breadth and depth and smoothness of logistics activities. The discount on the number of customers in the price strategy will affect the order scale of customers. Suitable discount discounts will attract customers to increase order. The operation of the warehouse will tend to handle large goods, transportation and transportation operations will become simple and efficient, especially when implementing the distribution system. Therefore, only from the perspective of marketing and logistics, can we formulate a pricing strategy that can meet the needs of marketing and logistics comprehensive needs. Promotional activities also affect logistics activities. A large amount of investment in advertising, public publicity and other promotional activities is a kind of support for sales staff to increase sales. However, if the logistics system cannot provide the product in the hands of customers in time, the sales volume will not be expanded as scheduled. Therefore, it is necessary to establish an information system that is convenient for information transmission between the logistics department and the marketing department, and continuously communicate and coordinate the scale and inventory, transportation, customer service and other logistics links of the promotional activities. 3. Logistics is the major arteries of marketing. As a large artery of marketing, all logistics activities are closely related to the marketing goals, solutions, market activities, advertising promotion, distribution retail, and after -sales service of customer companies. Therefore, the logistics strategy plan positioning of customer enterprises should be at the top of the entire logistics system, which stipulates the logistics service positioning of customer enterprises. The marketing system is in the middle layer. This level specifically reflects the performance and operation of customer enterprises, and has intuitive interaction and contact with customers. At this stage, the relationship between logistics and marketing is the most significant and comprehensive. Marketing emphasizes that at the appropriate place and the appropriate time, provide appropriate goods or services to the target market at the appropriate price to meet the needs of customers. Whether marketing can achieve satisfactory results, or whether it can attract and satisfy customers, is largely restricted by customer corporate logistics management capabilities and decision -making. Logistics capabilities directly affect the sales performance of the enterprise. Customer enterprises’ customer -based value -added services are personalized services that are closely related to marketing. It has differences and uncertainty, so it has higher requirements for logistics services for customer companies. The service level provided by customers during the logistics process is a key factor affecting customers’ purchase and continuous purchase of customer enterprise products. The higher the level of serving customers, the higher the expected sales level. The improvement of service levels means increased costs. Customer enterprises should choose between lower costs and customers who are satisfied with customers. Logistics is a tool to respond to market demand and improve marketing performance. Customer enterprises require logistics enterprises to improve logistics management, improve service quality, reduce prices, attract new customers, and improve their competitiveness and marketing effects. On the contrary, if you cannot send the product in the hands of customers in time, you will inevitably lose customers and lose market share. Logistics management is an important part of corporate marketing management. 4. Logistics costs account for a large proportion of marketing costs. It is generally believed that the main components of the total cost of marketing logistics are transportation (46 %), warehousing (26 %), inventory management (10 %), receiving and transportation (6 %), packaging (5 %), management (4 %) (4 %) And order processing (3 %). Logistics costs often account for more than 13.6 % of the total marketing costs of manufacturers, so logistics costs are closely related to marketing costs, and they are increasingly valued by managers. Some economists believe that logistics has the potential to save costs and describes logistics management as “the final line of cost economy” and “the dark continent in the economic field”. If the logistics decision -making is not coordinated, it will lead to high marketing costs. Second, the marketing portfolio content of logistics companies is a service company. It provides customers with the main service. Therefore, when designing and marketing portfolios, the following strategies should be followed to carry out logistics activities: 1. Product strategy. Product strategy refers to decisions related to the service or product provided by logistics companies. It includes several sub -factors: design, packaging, brand, combination, etc. of products or services. And logistics companies should consider what kinds of services are provided from the perspective of customers. The logistics service is mainly to use transportation tools and information technology to help customers realize the displacement of goods, different types, varieties, packaging products and product life cycle of the space. Different stages need to be given different logistics services. 2. Price strategy. Price strategy refers to how enterprises provide a suitable price according to the needs of customers to attract customers. It includes basic prices, discounts and discounts, payment methods, etc. Price advantages are essential for sharing markets and increasing profits. To this end, reducing production costs is one aspect, and logistics costs are needed reasonably, because logistics costs occupy a large proportion of costs. Logistics enterprises should systematically optimize transportation tools, routes, transportation, and rates according to the needs of customers, and formulate appropriate Service standards and price levels. 3. Distribution channel strategy. The distribution channel strategy refers to how logistics companies choose services or products from suppliers to the best way from suppliers to customers. Logistics services generally use the most direct sales methods. Many times, intermediary agencies are also adopted. Common forms of agents, agency sales, and brokerage are common. 4. Promotion strategy. Promotional strategy refers to the use of various media to pass information to customers with various media to attract customers’ interests and increase various measures for corporate awareness. It includes various marketing methods such as advertising, personnel sales, business promotion, and public relations. 3. How to optimize marketing activities for logistics companies to serve customers’ marketing activities. Logistics should meet customer marketing goals. High -efficiency logistics services are an important means to ensure the advantages of competition and differences. Logistics companies have obtained the advantages of sustainable development competition, which is inseparable from the correct application marketing strategy. Only by continuously optimizing the marketing activities of logistics companies can logistics companies continue to launch special services in competition and make enterprises unbeaten. 1. Marketing channel strategy. Marketing channel strategy refers to the strategy of selling modern logistics services to sell modern logistics services. This includes the choice of strategies for establishing a direct sales service network, borrowing the strategies of the marketing network of others and the strategy of establishing a marketing strategy alliance. Among them, the strategy of establishing a direct sales service network is the marketing strategy that logistics companies to sell modern logistics services directly to customers through their own e -commerce network or personnel sales network; The strategy of logistics services; the strategy of establishing a marketing strategy alliance is to establish a strategic partnership with companies in the same or other industries to jointly promote the strategy of commodity or services of both parties. 2. Relationship marketing strategy. Relational marketing strategy refers to the strategy of promoting the marketing of logistics enterprises by attracting, developing, maintaining, and promoting the service relationship with customers. This marketing strategy includes the development of potential customers to gradually develop into actual customers, and keep actual customers continuously maintained and further expand the total service business of actual customers. This marketing strategy requires logistics companies to fully pay attention to the needs and interests of customers, cultivate open logistics service imagination, establish awareness of active service, comprehensively consider customer value orientation and consumption preferences, emphasize the guarantee of customer service commitments and service quality. The customer’s service should be adjusted in a timely manner to broaden the service surface, and continue to launch new service varieties and value -added services on the basis of ensuring the quality of the original service to improve customer satisfaction. For logistics companies, relational marketing strategies should be the core strategy in the entire marketing strategy portfolio. Because this marketing strategy can enable logistics companies to form a interdependent relationship with customers, and to obtain long -term service business and sales through this dependence relationship. 3. Implement the 4CS marketing combination strategy. ) Aiming at customer needs (). Logistics companies must first understand, study, and analyze customer needs and needs, rather than consider what kind of logistics services the company can provide. Many companies now start to build their own logistics centers and distribution centers on a large scale. However, some more successful logistics companies are unwilling to put funds and energy on the construction of logistics facilities too much. They are mainly committed to the logistics market. Analyze and develop, and strive to be targeted. (2) The cost that customers are willing to pay (COST). This is to require logistics companies to first understand how the logistics demand subject meets the needs of logistics and how much money is willing to pay, instead of pricing for their own logistics services, that is, how much money is required to customers. This strategy pointed out that the price of logistics is closely related to the customer’s payment. When the customer is willing to pay the logistics, a logistics company can provide it with a very affordable but higher than that of this payment. Logistics service transactions cannot be realized. Therefore, only on the basis of analyzing the needs of the target customer, we can make the target customers’ physical fitness, and set an inter -set of personalized logistics solutions can be accepted by customers. (3) Customer convenience (). This strategy requires that logistics companies must always start from the perspective of customers, and consider what benefits to provide customers with logistics services to customers. Such as time conservation, decrease in funds, strengthening core work capabilities, and enhanced market competitiveness. Only by the benefits and convenience of logistics demanders to the consumption of logistics can they accept the services provided by logistics companies. (4) Communicate with customers (). That is, customer -centric, implement marketing strategies, and integrate the service of logistics enterprises with customer logistics needs through interaction and communication. , Systematic logistics solutions, establish organic connections, form a relationship of mutual demand and interest sharing, and develop together. On the basis of good customer service, logistics companies can strive for more logistics market share, thereby forming a certain scale of logistics services and gaining scale benefits. The 4CS marketing combination strategy is guided by the customer’s demand for logistics, actively adapt to the needs of customers, and use optimization and systemic ideas to integrate marketing. Focusing on the interaction between enterprises and customers, through the establishment of long -term and stable cooperative relationships with customers. Lien enterprises with customers to form a competitive advantage, and adapt to the current status of logistics supply and demand in my country to achieve a win -win situation that logistics companies, customers, and final customers can profit. Therefore, the marketing portfolio will become the main marketing strategy used by my country’s logistics companies for a long time and in the future. 4. Understand the potential needs of customers. Potential demand refers to people’s vague and hazy needs and consciousness. It is the source of the soil born of products or services to create a market for the creation of the market. There are potential demand. There must be potential customers. Seek the main goal of development in fierce market competition. In the face of the competition of the survival of the fittest, if you want to take root in the market for a long time, in addition to steadily actual customers, you must also seek breakthroughs on potential customers for development. To dig potential customers, logistics companies must be good at discovering the potential needs of logistics buyers, meet their needs in all aspects, guide and create new demand for logistics services, and transform potential demand into the actual needs of the market. In short, demand is the prerequisite for social development and the prerequisite for the development of logistics enterprises. Correctly understanding the potential needs of customers is of great significance for promoting the sustainable, fast and healthy development of logistics companies. 5. Scientific segment logistics market. The reasons for the market segmentation of the logistics market: First, through market segmentation enables logistics companies to identify customer groups with similar needs, analyze the characteristics and purchase behavior of these groups, and effectively provide professional logistics services; second, market segmentation can be logistics for logistics. Enterprises provide information to help them seek logistics customers accurately, and formulate marketing portfolio that meets the characteristics and needs of one or more target markets. Third, the market segmentation is consistent with the purpose of marketing. Essence Generally speaking, the market segmentation of the market segmentation plan must be large enough to ensure development and maintaining a special marketing portfolio. It must have more potential customers and maximize the use of logistics resources. Market segmentation is a powerful marketing tool, which plays a key role in marketing strategies. Market segmentation can accurately define customer logistics services and needs. Help decision makers to make marketing goals more accurately and better allocate logistics resource. After the logistics enterprise divides the entire logistics service market into a number of market segments in accordance with certain classification signs, then according to its own conditions and external environment, the scale and competition of market segments, and the service needs, preferences and preferences and preferences of market customers. Various elements such as characteristics determine the market segment of the company’s main attack, and strive to develop and occupy the marketing strategy of this market segment. Due to the current and future periods, the demand for China’s logistics market has a difference in regions and industries, so the logistics market segmentation can be subdivided according to regions and industries. The timeliness requirements, the ability of enterprises to accept service prices, and customers’ status in the supply chain further divide the market. 6. Provide logistics portfolio services. Logistics Complex Combined Services refers to the service collection of service sets composed of different logistics services, such as planning, supply, loading and unloading, warehouse management, warehousing, transportation, and information processing. No matter how large the scale and capabilities and the diversification of services, any logistics company cannot meet the overall needs of all customers, but can only meet the needs of some markets. Therefore, logistics companies must subdivide the target market according to certain standards, and select some customers as the target market according to their own conditions to determine the appropriate logistics combination service strategy Survival and development in competition. 7. Establish a relatively stable customer base. Customers are the object of logistics services and the source of the profit realization of logistics enterprises. Establishing a relatively stable customer base is the basis for logistics marketing. The stable customer base is manifested in: accepting and long -term consumer enterprises’ services, being able to participate in the business plan of the enterprise, understand the business adjustment of the business, and actively communicate with the enterprise. Under normal circumstances, there are strong resistance The “temptation” of other logistics company competitors. Of course, the stable customer base of logistics enterprises is formed by its long -term provision of high -quality logistics services. In continuing the lives of logistics companies, the logistics customer base has a great impact on enterprises in terms of operation, financial resources, management, and service quality. Therefore, logistics companies must “operate” customers like operating products to gain the trust of customers as their business as operating. Purpose. First of all, we must accurately judge the customer’s desire for logistics services; secondly, we must accurately judge the customer’s “purchase” capabilities; on this basis, find the systemicity of collecting customer information, strengthen services, and use relational marketing strategies to meet customer needs. Summary logistics enterprises to optimize marketing activities and realize the combination of logistics and marketing, which can enable enterprises to use customer needs as “first driving force”, internal core forces of savings, continuously and healthy promote the healthy development of the enterprise, and continuously reduce costs and expand profits in order In the competition, there is abundant physical strength and flexible mind. Only by combining marketing and logistics into a common competitive strategy and implementing it, the logistics system can become an effective system, providing strong support for achieving the goals of the enterprise and improving the competitive advantage of the enterprise. (Author unit: Nanjing Weigang Dairy Co., Ltd. Logistics Management Center)
Pay content for time limit to check for freenAnswer 1. Product strategynProduct strategy refers to the service or product decision -making, services and products contained in logistics companies, such as design, packaging, brand, etc. Product or service. Logistics services mainly help customers to achieve transportation of different destinations through transportation and information technology. The life cycle of different products and different products can get different logistics services.n2. Price strategynThe pricing strategy is the reasonable demand of logistics companies based on the customer’s price and provide business to attract customers a slight cost. Including discount price, comparison of prices such as peers, flexible payment methods. The price advantage is the key factor of the company’s expansion of the market, increasing profits, and occupying prices. This is a very important logistics cost. Logistics companies should be transportation, routes, reasonable nursing methods, reasonable cost planning, formulate corresponding target customer prices, press according to according to The customer’s requirements are combined to develop a suitable price.nRelational marketing strategies The relationship between marketing is mainly to maintain and enhance the relationship between old and new customers and enterprises, develop potential customers, and improve the satisfaction of old customers. Logistics companies need to fully pay attention to customers’ needs and interests. Customer needs, adjust customer service targeted, ensure that the original service continues to introduce new services and various value -added services, and uses this marketing strategy to enable logistics companies and customers to form mutually dependent relationships, thereby achieving long -term cooperative relationships.n3 morenBleak
I. The relationship between logistics and marketing. Logistics represents a huge strategic potential of an enterprise. It is a key factor for enterprises to gain continuous competitive advantages. In the “Strategic Marketing Theory” of the University of Kyo Yiyi, the University of Kyo Yiyi, Japan believes that another extremely important factor relying on the completion of marketing to adjust the function of adjusting demand is logistics. Many of the activities involved in logistics are related to marketing strategies. These activities constitute the interconnection of two systems of marketing and logistics. Only by first understanding the relationship between the logistics activities and marketing activities of the customer enterprise can logistics companies be accepted by the customer’s outsourcing During the logistics business, it is clear that the customer’s needs are clarified, and the corresponding logistics services are effectively provided to customers to support customers’ marketing activities. That is to say, the logistics services provided by logistics companies for customers are finally aimed at meeting customer marketing activities. 1. Customer marketing product strategy is intertwined with logistics. From the perspective of product strategy, the procurement, sales, and customer service in the logistics activities of customer companies are the most closely related. The life cycle of the product generally goes through the introduction period, growth period, maturity period, and recession period. After entering the maturity period, on the surface, the scale of the product continues to expand, which is the peak season for sales, but in fact, the profits of product producers and sellers have gradually declined. From the perspective of marketing, at this time, huge sales mean that the market’s demand for the product has reached saturation. If only the product is produced, producers will begin to withdraw from the market. At this time, enterprises must immediately launch new products to the market, or widen and deepen the original products to offset the decrease in profit caused by the decline in sales of this product. The salesperson of the logistics system is the most sensitive to the advent of the mature period, and can give this information to the marketing planning department in time. When planning development and development of new products, because sales staff often contact customers, what the customer needs is most understanding, what kind of breadth and depth should be achieved by what new products and series of products should be developed to have the most market potential, new products should be available in new products, and new products should be available. What functions and other issues, sales staff can provide the most valuable information for developers. 2. The impact of customer marketing price strategy and promotional activities on logistics. Price strategy also affects the services provided by logistics and its services. Whether the price strategy will affect the breadth and depth and smoothness of logistics activities. The discount on the number of customers in the price strategy will affect the order scale of customers. Suitable discount discounts will attract customers to increase order. The operation of the warehouse will tend to handle large goods, transportation and transportation operations will become simple and efficient, especially when implementing the distribution system. Therefore, only from the perspective of marketing and logistics, can we formulate a pricing strategy that can meet the needs of marketing and logistics comprehensive needs. Promotional activities also affect logistics activities. A large amount of investment in advertising, public publicity and other promotional activities is a kind of support for sales staff to increase sales. However, if the logistics system cannot provide the product in the hands of customers in time, the sales volume will not be expanded as scheduled. Therefore, it is necessary to establish an information system that is convenient for information transmission between the logistics department and the marketing department, and continuously communicate and coordinate the scale and inventory, transportation, customer service and other logistics links of the promotional activities. 3. Logistics is the major arteries of marketing. As a large artery of marketing, all logistics activities are closely related to the marketing goals, solutions, market activities, advertising promotion, distribution retail, and after -sales service of customer companies. Therefore, the logistics strategy plan positioning of customer enterprises should be at the top of the entire logistics system, which stipulates the logistics service positioning of customer enterprises. The marketing system is in the middle layer. This level specifically reflects the performance and operation of customer enterprises, and has intuitive interaction and contact with customers. At this stage, the relationship between logistics and marketing is the most significant and comprehensive. Marketing emphasizes that at the appropriate place and the appropriate time, provide appropriate goods or services to the target market at the appropriate price to meet the needs of customers. Whether marketing can achieve satisfactory results, or whether it can attract and satisfy customers, is largely restricted by customer corporate logistics management capabilities and decision -making. Logistics capabilities directly affect the sales performance of the enterprise. Customer enterprises’ customer -based value -added services are personalized services that are closely related to marketing. It has differences and uncertainty, so it has higher requirements for logistics services for customer companies. The service level provided by customers during the logistics process is a key factor affecting customers’ purchase and continuous purchase of customer enterprise products. The higher the level of serving customers, the higher the expected sales level. The improvement of service levels means increased costs. Customer enterprises should choose between lower costs and customers who are satisfied with customers. Logistics is a tool to respond to market demand and improve marketing performance. Customer enterprises require logistics enterprises to improve logistics management, improve service quality, reduce prices, attract new customers, and improve their competitiveness and marketing effects. On the contrary, if you cannot send the product in the hands of customers in time, you will inevitably lose customers and lose market share. Logistics management is an important part of corporate marketing management. 4. Logistics costs account for a large proportion of marketing costs. It is generally believed that the main components of the total cost of marketing logistics are transportation (46 %), warehousing (26 %), inventory management (10 %), receiving and transportation (6 %), packaging (5 %), management (4 %) (4 %) And order processing (3 %). Logistics costs often account for more than 13.6 % of the total marketing costs of manufacturers, so logistics costs are closely related to marketing costs, and they are increasingly valued by managers. Some economists believe that logistics has the potential to save costs and describes logistics management as “the final line of cost economy” and “the dark continent in the economic field”. If the logistics decision -making is not coordinated, it will lead to high marketing costs. Second, the marketing portfolio content of logistics companies is a service company. It provides customers with the main service. Therefore, when designing and marketing portfolios, the following strategies should be followed to carry out logistics activities: 1. Product strategy. Product strategy refers to decisions related to the service or product provided by logistics companies. It includes several sub -factors: design, packaging, brand, combination, etc. of products or services. And logistics companies should consider what kinds of services are provided from the perspective of customers. The logistics service is mainly to use transportation tools and information technology to help customers realize the displacement of goods, different types, varieties, packaging products and product life cycle of the space. Different stages need to be given different logistics services. 2. Price strategy. Price strategy refers to how enterprises provide a suitable price according to the needs of customers to attract customers. It includes basic prices, discounts and discounts, payment methods, etc. Price advantages are essential for sharing markets and increasing profits. To this end, reducing production costs is one aspect, and logistics costs are needed reasonably, because logistics costs occupy a large proportion of costs. Logistics enterprises should systematically optimize transportation tools, routes, transportation, and rates according to the needs of customers, and formulate appropriate Service standards and price levels. 3. Distribution channel strategy. The distribution channel strategy refers to how logistics companies choose services or products from suppliers to the best way from suppliers to customers. Logistics services generally use the most direct sales methods. Many times, intermediary agencies are also adopted. Common forms of agents, agency sales, and brokerage are common. 4. Promotion strategy. Promotional strategy refers to the use of various media to pass information to customers with various media to attract customers’ interests and increase various measures for corporate awareness. It includes various marketing methods such as advertising, personnel sales, business promotion, and public relations. 3. How to optimize marketing activities for logistics companies to serve customers’ marketing activities. Logistics should meet customer marketing goals. High -efficiency logistics services are an important means to ensure the advantages of competition and differences. Logistics companies have obtained the advantages of sustainable development competition, which is inseparable from the correct application marketing strategy. Only by continuously optimizing the marketing activities of logistics companies can logistics companies continue to launch special services in competition and make enterprises unbeaten. 1. Marketing channel strategy. Marketing channel strategy refers to the strategy of selling modern logistics services to sell modern logistics services. This includes the choice of strategies for establishing a direct sales service network, borrowing the strategies of the marketing network of others and the strategy of establishing a marketing strategy alliance. Among them, the strategy of establishing a direct sales service network is the marketing strategy that logistics companies to sell modern logistics services directly to customers through their own e -commerce network or personnel sales network; The strategy of logistics services; the strategy of establishing a marketing strategy alliance is to establish a strategic partnership with companies in the same or other industries to jointly promote the strategy of commodity or services of both parties. 2. Relationship marketing strategy. Relational marketing strategy refers to the strategy of promoting the marketing of logistics enterprises by attracting, developing, maintaining, and promoting the service relationship with customers. This marketing strategy includes the development of potential customers to gradually develop into actual customers, and keep actual customers continuously maintained and further expand the total service business of actual customers. This marketing strategy requires logistics companies to fully pay attention to the needs and interests of customers, cultivate open logistics service imagination, establish awareness of active service, comprehensively consider customer value orientation and consumption preferences, emphasize the guarantee of customer service commitments and service quality. The customer’s service should be adjusted in a timely manner to broaden the service surface, and continue to launch new service varieties and value -added services on the basis of ensuring the quality of the original service to improve customer satisfaction. For logistics companies, relational marketing strategies should be the core strategy in the entire marketing strategy portfolio. Because this marketing strategy can enable logistics companies to form a interdependent relationship with customers, and to obtain long -term service business and sales through this dependence relationship. 3. Implement the 4CS marketing combination strategy. ) Aiming at customer needs (). Logistics companies must first understand, study, and analyze customer needs and needs, rather than consider what kind of logistics services the company can provide. Many companies now start to build their own logistics centers and distribution centers on a large scale. However, some more successful logistics companies are unwilling to put funds and energy on the construction of logistics facilities too much. They are mainly committed to the logistics market. Analyze and develop, and strive to be targeted. (2) The cost that customers are willing to pay (COST). This is to require logistics companies to first understand how the logistics demand subject meets the needs of logistics and how much money is willing to pay, instead of pricing for their own logistics services, that is, how much money is required to customers. This strategy pointed out that the price of logistics is closely related to the customer’s payment. When the customer is willing to pay the logistics, a logistics company can provide it with a very affordable but higher than that of this payment. Logistics service transactions cannot be realized. Therefore, only on the basis of analyzing the needs of the target customer, we can make the target customers’ physical fitness, and set an inter -set of personalized logistics solutions can be accepted by customers. (3) Customer convenience (). This strategy requires that logistics companies must always start from the perspective of customers, and consider what benefits to provide customers with logistics services to customers. Such as time conservation, decrease in funds, strengthening core work capabilities, and enhanced market competitiveness. Only by the benefits and convenience of logistics demanders to the consumption of logistics can they accept the services provided by logistics companies. (4) Communicate with customers (). That is, customer -centric, implement marketing strategies, and integrate the service of logistics enterprises with customer logistics needs through interaction and communication. , Systematic logistics solutions, establish organic connections, form a relationship of mutual demand and interest sharing, and develop together. On the basis of good customer service, logistics companies can strive for more logistics market share, thereby forming a certain scale of logistics services and gaining scale benefits. The 4CS marketing combination strategy is guided by the customer’s demand for logistics, actively adapt to the needs of customers, and use optimization and systemic ideas to integrate marketing. Focusing on the interaction between enterprises and customers, through the establishment of long -term and stable cooperative relationships with customers. Lien enterprises with customers to form a competitive advantage, and adapt to the current status of logistics supply and demand in my country to achieve a win -win situation that logistics companies, customers, and final customers can profit. Therefore, the marketing portfolio will become the main marketing strategy used by my country’s logistics companies for a long time and in the future. 4. Understand the potential needs of customers. Potential demand refers to people’s vague and hazy needs and consciousness. It is the source of the soil born of products or services to create a market for the creation of the market. There are potential demand. There must be potential customers. Seek the main goal of development in fierce market competition. In the face of the competition of the survival of the fittest, if you want to take root in the market for a long time, in addition to steadily actual customers, you must also seek breakthroughs on potential customers for development. To dig potential customers, logistics companies must be good at discovering the potential needs of logistics buyers, meet their needs in all aspects, guide and create new demand for logistics services, and transform potential demand into the actual needs of the market. In short, demand is the prerequisite for social development and the prerequisite for the development of logistics enterprises. Correctly understanding the potential needs of customers is of great significance for promoting the sustainable, fast and healthy development of logistics companies. 5. Scientific segment logistics market. The reasons for the market segmentation of the logistics market: First, through market segmentation enables logistics companies to identify customer groups with similar needs, analyze the characteristics and purchase behavior of these groups, and effectively provide professional logistics services; second, market segmentation can be logistics for logistics. Enterprises provide information to help them seek logistics customers accurately, and formulate marketing portfolio that meets the characteristics and needs of one or more target markets. Third, the market segmentation is consistent with the purpose of marketing. Essence Generally speaking, the market segmentation of the market segmentation plan must be large enough to ensure development and maintaining a special marketing portfolio. It must have more potential customers and maximize the use of logistics resources. Market segmentation is a powerful marketing tool, which plays a key role in marketing strategies. Market segmentation can accurately define customer logistics services and needs. Help decision makers to make marketing goals more accurately and better allocate logistics resource. After the logistics enterprise divides the entire logistics service market into a number of market segments in accordance with certain classification signs, then according to its own conditions and external environment, the scale and competition of market segments, and the service needs, preferences and preferences and preferences of market customers. Various elements such as characteristics determine the market segment of the company’s main attack, and strive to develop and occupy the marketing strategy of this market segment. Due to the current and future periods, the demand for China’s logistics market has a difference in regions and industries, so the logistics market segmentation can be subdivided according to regions and industries. The timeliness requirements, the ability of enterprises to accept service prices, and customers’ status in the supply chain further divide the market. 6. Provide logistics portfolio services. Logistics Complex Combined Services refers to the service collection of service sets composed of different logistics services, such as planning, supply, loading and unloading, warehouse management, warehousing, transportation, and information processing. No matter how large the scale and capabilities and the diversification of services, any logistics company cannot meet the overall needs of all customers, but can only meet the needs of some markets. Therefore, logistics companies must subdivide the target market according to certain standards, and select some customers as the target market according to their own conditions to determine the appropriate logistics combination service strategy Survival and development in competition. 7. Establish a relatively stable customer base. Customers are the object of logistics services and the source of the profit realization of logistics enterprises. Establishing a relatively stable customer base is the basis for logistics marketing. The stable customer base is manifested in: accepting and long -term consumer enterprises’ services, being able to participate in the business plan of the enterprise, understand the business adjustment of the business, and actively communicate with the enterprise. Under normal circumstances, there are strong resistance The “temptation” of other logistics company competitors. Of course, the stable customer base of logistics enterprises is formed by its long -term provision of high -quality logistics services. In continuing the lives of logistics companies, the logistics customer base has a great impact on enterprises in terms of operation, financial resources, management, and service quality. Therefore, logistics companies must “operate” customers like operating products to gain the trust of customers as their business as operating. Purpose. First of all, we must accurately judge the customer’s desire for logistics services; secondly, we must accurately judge the customer’s “purchase” capabilities; on this basis, find the systemicity of collecting customer information, strengthen services, and use relational marketing strategies to meet customer needs. Summary logistics enterprises to optimize marketing activities and realize the combination of logistics and marketing, which can enable enterprises to use customer needs as “first driving force”, internal core forces of savings, continuously and healthy promote the healthy development of the enterprise, and continuously reduce costs and expand profits in order In the competition, there is abundant physical strength and flexible mind. Only by combining marketing and logistics into a common competitive strategy and implementing it, the logistics system can become an effective system, providing strong support for achieving the goals of the enterprise and improving the competitive advantage of the enterprise. (Author unit: Nanjing Weigang Dairy Co., Ltd. Logistics Management Center)
Pay content for time limit to check for freenAnswer 1. Product strategynProduct strategy refers to the service or product decision -making, services and products contained in logistics companies, such as design, packaging, brand, etc. Product or service. Logistics services mainly help customers to achieve transportation of different destinations through transportation and information technology. The life cycle of different products and different products can get different logistics services.n2. Price strategynThe pricing strategy is the reasonable demand of logistics companies based on the customer’s price and provide business to attract customers a slight cost. Including discount price, comparison of prices such as peers, flexible payment methods. The price advantage is the key factor of the company’s expansion of the market, increasing profits, and occupying prices. This is a very important logistics cost. Logistics companies should be transportation, routes, reasonable nursing methods, reasonable cost planning, formulate corresponding target customer prices, press according to according to The customer’s requirements are combined to develop a suitable price.nRelational marketing strategies The relationship between marketing is mainly to maintain and enhance the relationship between old and new customers and enterprises, develop potential customers, and improve the satisfaction of old customers. Logistics companies need to fully pay attention to customers’ needs and interests. Customer needs, adjust customer service targeted, ensure that the original service continues to introduce new services and various value -added services, and uses this marketing strategy to enable logistics companies and customers to form mutually dependent relationships, thereby achieving long -term cooperative relationships.n3 morenBleak