摘要
随着经济全球化趋势的增强与新知识经济时代的到来,我国第三方物流企业的动态竞争环境越来越充满挑战。后金融危机时代,第三方物流企业差异化攻略势在必行,如何在后金融危机时代实现战略突破、构筑国际竞争优势成为我国物流企业面临的最大课题。克里斯.安德森的长尾理论为物流企业实现差异化攻略提供了一个崭新的视角和理论支撑。基于安德森长尾理论的营销启示,第三方物流企业应以长尾效应追求差异化优势,以差异化攻略开拓长尾市场。要通过开发长尾产品、拓展长尾市场、挖掘长尾终端来实现产品差异化、市场差异化和渠道差异化。此外,还要加强技术创新和人才引进,完善物流业发展所需的硬件与软件条件,共同推动差异化攻略的有效实施。
With the enhanced trend of economic globalization and the arrival of the new era of knowledge economy, the third-party logistics enterprises＂ dynamic competitive environment in China is increasingly challenging. How to realize the strategic breakthrough in post-financial crisis era and build international competitive advantage is the biggest issue facing the logistics enterprises in our country. Based on the third-party logistics enterprises＂ external competitive structure and internal strategic environment, the comparative advantages of the differentiation strategy chosen by the logistics enterprises are systematically analyzed. Based on the Long Tail Theory proposed by the famous economist Chris Anderson, the third-party logistics enterprises should pursue the advantage of differentiation and explore the long tail market with the help of differentiation strategy. These enterprises should realize differentiation in products, market and channel by developing the long tail products, expanding the long tail market and explore the long tail terminal. Besides, they should also strengthen technological innovation, the introduction of talent people, improve the hardware and software needed by the development of logistics and promote the effective implementation of differentiation strategy.
出处
《中国流通经济》
CSSCI
北大核心
2013年第6期28-34,共7页
China Business and Market
基金
2011年度天津市教委社会科学重大项目"天津航空金融发展研究"(项目编号:2011ZD033)的部分研究成果
关键词
长尾理论
第三方物流企业
差异化攻略
long tail theory
third-party logistics enterprises~ differentiation strategy
