甘肃万通物流的营销问题及对策研究 市场营销专业VIP免费

摘要近几年，我国经济市场得到了长足的发展同时，也推动了物流市场的日益繁荣，使得物流企业间的竞争日趋激烈，大型的物流企业凭借自身的优势占据了大量的市场份额，而中小型物流业的处境日益艰难。中小型物流企业要想发展，需要改变现有的营销现状，结合自身实力，制定适合自身物流发展的发展模式，来满足顾客的需求，满足市场需要，中小型物流企业需要在现有的营销方法上进行创新，提升企业在行业中的影响力，从而抢夺更为广大的市场。本文重点探讨我国甘肃地区的中小型物流企业的营销现状及营销策略，在了解中小型物流企业在中国以及本地的发展情况之后，对以甘肃万通物流公司为代表的中小型物流企业分析，发现本地物流在发展中存在营销意识淡薄，品牌意识不强，营销人才短缺，服务水平低下等问题，并有针对性的提出强化品牌营销意识，引进高素质物流人才，提高服务水平等方面的建议，这对地处西北内陆的中小型物流公司发展有一定的指导意义。关键词：万通物流营销现状营销对策AbstractInrecentyears,getarapiddevelopmentofmarketeconomyinourcountryatthesametime,alsothegrowingprosperityoflogisticsmarket,logisticsenterprises,thecompetitionbetweenlargelogisticsenterpriseswiththeirownadvantagestooccupyalargeamountofmarketshare,andsmallandmedium-sizedlogisticssituationhasbecomeincreasinglydifficult,Smallandmedium-sizedlogisticsenterpriseswanttodevelop,needtochangeitpresentsituationcombiningwithitsownstrength,suitableforthedevelopmentofitsownlogisticsdevelopmentmode,tomeettheneedsofourcustomers,meettheneedsofthemarket,smallandmedium-sizedlogisticsenterprisesneedtobedoneontheexistingmethodsofmarketinginnovation,promoteenterprise'sinfluenceintheindustry,toplunderthewidermarket.ThispaperfocusesonthemarketingstatusandmarketingstrategyofsmallandmediumsizedlogisticsenterprisesinChina'sGansuregion,intheunderstandingofsmallandmedium-sizedlogisticsenterprisesinthedevelopmentofChineseandlocal,analysisofsmallandmedium-sizedlogisticsenterprisesinGansuWantonglogisticscompanyastherepresentative,foundthatthelocalmaterialflowinexistinginthedevelopmentofmarketingconsciousness,brandconsciousnessstrongmarketingtalentshortage,lowlevelofservice,andputforwardtostrengthenbrandmarketingconsciousness,theintroductionofhigh-qualitylogisticspersonnel,improveservicelevelsandotheraspectsoftheproposal,anditisusefulforlocatedinthenorthwestinlandofsmallandmedium-sizedlogisticscompany.Keywords:wantonglogistics;marketingstatus;marketingstrategy目录1引言………………………………………..……………………….11.1选题背景与意义…………………………………………………11.2国内外文献综述…………………………………………………11.3研究方法…………………..……………………………………..21.4相关理论………………..…..…………………………………….22万通物流公司简介…………………..……………………......33万通物流公司的营销问题………………………………….....43.1市场观念模糊，缺乏科学细分………………………….…..….43.2业务众多，市场定位不准确…………………………….…..….53.3价格呆板..……………………..…………………………......53.4渠道单一………………………………………………….…54万通物流公司营销问题的原因分析…………………….....…64.1营销管理滞后，发展动力不足…..………………………….......74.2缺乏服务营销理念,服务水平低下….……...…………………..84.3营销知识匮乏,不能与时俱进...……………...……..………....84.4品牌意识淡薄,竞争力不强……………………………………..94.5营销人才稀缺,阻碍发展……………….……………………….85万通物流公司的营销对策………………….………………....95.1提升营销管理水平，正确使...