I 摘要 随着市场竞争的日益激烈，企业之间的竞争也随之发生了微妙的变化，绝 大多数企业将发展目光放在第三方物流公司，希望通过扩大自身的业务范围， 提升企业的竞争力。A仓储物流公司经过长时间的发展已经成为行业中的佼佼者， 但是仍然以仓储及简单的装卸等服务为主要盈利来源。在此情况之下，A仓储物 流公司想要得到更好的发展，就必须重新制定一套更加科学的营销策略，占据 更多市场，提高自己在行业的市场份额。 物流市场的竞争日益激烈，自动化和智能化在物流中的应用层出不穷，传 统的物流企业急需转型，仓储企业也必须随之发生变化。那么 A 仓储物流公司 如何在竞争日益白热化的市场中脱颖而出，就需不断地探索和深度分析公司的 营销特点，寻找贴合公司实际，并行之有效的营销策略。本文在参考了诸多仓 储物流、仓储管理、仓储营销等核心理论后，通过运用 4Cs 理论分析、PEST 分 析、SWOT 分析等分析方法，对 A 仓储物流公司当前的运营状况做了深层次的 探究，从而对公司的优势、劣势以及所处环境的机遇和威胁有了进一步的了解， 希望能够借助这次探究，找出 A 仓储物流公司在市场营销策略方面存在的一些 问题，并就此寻找行之有效的应对策略，建立以客户需求、客户成本、客户便 利、客户沟通为核心的营销策略，即需求多元化策略、成本优化策略、不断便 利服务策略、不断创新沟通方式策略。为了保证相关目标能够顺利完成，A 仓储 物流公司从仓库硬件提升、系统流程优化、人力资源、监督激励考核制度等方 面入手，以保障营销策略的顺利实施。 本文以 A 仓储物流公司为具体案例进行营销策略方面的研究，使作者深刻 认识到公司目前所具备的能力和不足，甚至面临的机遇和挑战。当然，作者更 希望此次的研究能够帮助 A 仓储物流公司对未来的发展目标进行明确，制定出 更加适合时代要求的战略目标，使自己不断向前发展。同时，也希望能够给同 类企业提供一些参考和借鉴。 关键词：仓储物流 客户服务 4Cs 营销策略 保障措施Abstract III Abstract As the market competition becomes increasingly fierce, the competition between enterprises has also undergone a certain degree of change. Most enterprises have focused their attention on third-party logistics, hoping to expand their business scopes and improve their own capacities. A Warehousing and Logistics Company has become a leader in the industry after a long period of development, but still relies on warehousing and simple loading and unloading services as the main source of profit. Under this circumstance, if A Warehouse Logistics Company wants to get better development, a series of more scientific marketing strategies must be taken in order to occupy more markets and increase its market share in the industry. The competition is becoming increasingly fierce in the logistics market, and the application of automation and intelligence in logistics is changing all the way. Transformations are extremely irreplaceable in traditional logistics enterprises, so that warehousing enterprises must adapt accordingly. Then, how does A Warehousing and Logistics Company stand out in the increasingly fierce competition market, it is necessary to continuously explore and deeply analyze the company's marketing characteristics, and find a series of effective marketing strategies that fit the company's actual and parallel. After referring to many core theories such as warehousing logistics, warehousing management, and warehousing marketing, this paper makes a deep inquiry into the current status of A Warehousing and Logistics Company by using 4Cs theoretical analysis, PEST analysis, SWOT analysis and other analysis methods. The company's strengths, weaknesses, opportunities and threats of its environment should all be well evaluated and further understood. I hope that this research can be used to find out some problems in the marketing strategies of A Warehousing and Logistics Company, and on this basis, some feasible measures are put forward by establishing marketing strategies based on customer demand, customer cost, customer convenience as well as customer communication, namely demand diversification strategies, optimization cost strategies, convenience service strategies, and strategies for continuous innovation in communication. In order to华侨大学硕士学位论文 IV ensure the relevant objectives can be successfully completed, A Warehousing and Logistics Company starts from the aspects of warehouse hardware upgrade, system process optimization, human resources, supervision and incentive assessment system and so on, to ensure the smooth implementation of marketing strategies. The study on the marketing strategies of A Warehousing and Logistics Company as a specific case makes the author deeply understand the capabilities and deficiencies of the company, and the opportunities and challenges confronted. Of course, the authors hope that this research will help A Warehousing and Logistics Companies to clarify their future development goals, and develop strategic goals that are more suitable for the times, so that they can continue to develop. At the same time, I also hope to provide some opinions and references for enterprises in related industries. Keywords: Warehousing logistics Customer service 4Cs Marketing strategy Safeguard measures目录 V 目 录 第 1 章 绪论.................. 1 1.1 研究背景和意义. 1 1.1.1 研究背景...... 1 1.1.2 研究意义...... 2 1.2 国内外文献综述. 3 1.2.1 国外文献综述............................. 3 1.2.2 国内文献综述............................. 5 1.3 研究内容和方法. 6 1.3.1 研究内容...... 6 1.3.2 研究方法...... 7 1.4 技术路线............. 8 1.5 研究特色及创新点............................ 8 1.5.1 研究特色...... 9 1.5.2 研究的创新点............................. 9 第 2 章 相关理论与分析工具................... 10 2.1 相关概念........... 10 2.1.1 仓储物流.... 10 2.1.2 仓储管理.... 10 2.1.3 物流营销.... 10 2.2 相关理论基础... 11 2.2.1 顾客满意理论........................... 11 2.2.2 4Cs 理论.....12 2.2.3 客户关系管理理论................... 13 2.3 相关分析工具... 13 2.3.1 PEST 分析法.............................13 2.3.2 SWOT 战略分析法...................14华侨大学硕士学位论文 VI 第 3 章 A 仓储物流公司市场营销策略现状及问题...............15 3.1 A 仓储物流公司概况.......................15 3.1.1 A 仓储物流公司简介................15 3.1.2 A 仓储物流公司经营情况........16 3.1.3 A 仓储物流公司 SWOT 分析..18 3.2 A 仓储物流公司市场营销策略现状..............................22 3.2.1 A 仓储物流公司的物流需求供应状况...................22 3.2.2 A 仓储物流公司的客户成本分析...........................23 3.2.3 A 仓储物流公司的服务便利分析...........................24 3.2.4 A 仓储物流公司的业务沟通现状...........................25 3.3 A 仓储物流公司市场营销策略存在的问题..................25 3.3.1 预测偏颇不足于把握客户需求.............................. 25 3.3.2 仓库老旧客户成本被动增加... 28 3.3.3 操作繁琐客户便利供给不足... 29 3.3.4 专业欠缺客户沟通管理不畅... 30 第 4 章 A 仓储物流公司市场营销策略环境分析...................33 4.1 A 仓储物流公司宏观营销环境分析..............................33 4.1.1 政治环境.... 33 4.1.2 经济环境.... 34 4.1.3 社会环境.... 36 4.1.4 技术环境.... 38 4.2 A 仓储物流公司竞争对手分析.......39 4.2.1 竞争对手的分类....................... 39 4.2.2 与竞争对手的优劣性对比....... 41 4.3 厦门仓储物流市场需求分析.......... 42 4.3.1 厦门仓储物流市场发展趋势... 42 4.3.2 厦门仓储市场调研分析........... 45 第 5 章 提升 A 仓储物流公司市场营销策略..........................50 5.1 需求多元化策略.............................. 50 5.1.1 满足客户基础性物流服务....... 50目录 VII 5.1.2 开发个性化增值服务............... 51 5.2 成本优化策略... 52 5.2.1 统仓统配优化成本................... 52 5.2.2 保证质量严控成本................... 53 5.3 不断便利服务策略.......................... 53 5.3.1 简化流程迅速响应................... 53 5.3.2 服务标准化信息化................... 53 5.4 不断创新沟通方式策略.................. 54 5.4.1 建立有效的沟通渠道............... 54 5.4.2 建立专业的营销团队............... 55 第 6 章 实现 A 仓储物流公司市场营销策略实施保障..........58 6.1 仓库条件与设备提升保障.............. 58 6.2 系统流程优化保障.......................... 59 6.2.1 系统信息化保障....................... 59 6.2.2 流程优化保障........................... 59 6.3 营销人力资源保障.......................... 61 6.4 营销监督激励考核制度保障.......... 62 6.4.1 营销监督管理