摘要
介绍了第三方物流以及第三方物流企业的特点,并将第三方物流企业与传统的运输业、仓储业和制造业加以区别;提出了第三方物流企业进行营销的必要性,分别从企业的内部和外部两个层面分析了第三方物流企业应用“4Ps”营销组合理论的局限性;介绍了“4Rs”营销组合理论,并结合第三方物流企业特点,分别从“4Rs”的构成与客户建立关联、提高市场反应速度、运用关系营销和注重回报四个策略要素对第三方物流营销的策略进行全面创新,建立了具有第三方物流企业特色的营销管理模式。
The concepts of the third party logistics and third party logistics service provider are introduced. Differentiates the third party logistics service provider from the conventional providers dealing in transportation, storage and manufacturing industries. The necessity of marketing of the third party logistics service is set forth. The limitation of application of “4Ps” （product strategy, price strategy, place strategy, promotion strategy） in the third party logistics is summarized separately on internal and external conditions. “4Rs” marketing is introduced into the third party logistics provider to innovate it by way of forming the relevancy with customers, improving the market respond speed, taking advantage of the relationship marketing and paying attention to return in combination with the characteristics of the third party logistics provider itself. Thus, the management mode of marketing is set up to reflect the characteristics of the third party logistics provider.
出处
《东北大学学报（社会科学版）》
2005年第5期346-349,共4页
Journal of Northeastern University(Social Science)
关键词
第三方物流
营销组合理论
营销策略
third party logistic
marketing combination theory
marketing strategy
