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外资物流企业在华营销策略研究
Research on the Marketing Strategy of Foreign Logistics Companies in China
【作者】 陈浩;
【导师】 汪波;
【作者基本信息】 天津大学 , 工商管理, 2010, 硕士
【副题名】以联邦快递为例
【摘要】 随着中国国内物流快递市场的迅猛发展,各国物流巨头纷纷抢滩中国这块有待开发的市场。伴随着激烈的市场竞争,包括中国本土物流服务提供商在内的竞争参与者们日益体验到“变革”在经营活动中的重要性。然而,与国内竞争者的所面临的情形不同,外国投资的物流快递企业所面对的不仅是竞争对手和竞争市场的变化,更重要的是必须及时调整自身,通过适应本地市场的竞争方式来取得更大的销售业绩。在此过程中,外资来华企业必须在提高管理水平的同时降低不必要的支出,减少由于与本地习俗或法规相抵触而造成的不便。市场营销是一套复杂的体系,且对于每个企业而言,其营销策略具有不可复制性,如果要对其市场营销策略提出建议,就必须对每一个具体的企业进行深入的分析,并结合其面临的市场状况和竞争对手的水平综合考虑,从而给出切实可行的意见和见解。本论文正是针对上述问题,以联邦快递(中国)有限公司(以下简称“联邦快递”)为主要的研究对象,抽丝剖茧、深入分析该企业在参与国内物流快递市场竞争时遇到的问题和现象,如何利用联邦快递的竞争优势,充分了解国内物流快递竞争市场的特点,并结合自身特点,扬长避短,探索适合中国国情的市场营销方式。探索性研究取得如下创新性成果:1、阐述课题研究的意义、目的、内容和思路;2、详细阐述研究对象及其竞争对手的历史、渊源及发展;3、结合实际情况,介绍研究对象特有的公司哲学及其影响;4、结合被研究对象在实际运营中存在的问题,对其原因进行剖析,并提出相应的解决措施或建议;
【Abstract】 With the rapid development of Chinese logistics express market, foreign logistics leaders started entering this virginal market. All of the competitors in the market, including domestic service providers, are realizing the important role of ’changing’ in the fierce competition. Foreign invested logistics companies, compare with those domestic rivals, are facing greater challenges rather than the change of competitors and market, which forced them to gain better performance by adjusting themselves timely and adapting to local marketing patterns; in order to do so, the new foreign comers should perfect management capability, cut down unnecessary cost and eliminate the inconveniences caused by the conflict between the local custom and original operation method.Marketing strategy, such a complex system as it is, cannot be simply duplicated in various kinds of enterprises; it is essential to investigate the target market thoroughly and take marketing situation, including the rivals’ condition, into the consideration, so as to quote pragmatic solution.the purpose of this dissertation, by taking FedEx as an example, is to analyst the phenomenon it faced while taking part in the competition of domestic logistics express market, understand the characters of the market, and utilize its competition advantages so as to explore the suitable marketing method that fit Chinese market features.The exploratory research gained following innovational achievement,1) To expound the meaning, purpose, content and thinking of project study;2) To expatiate on the history, origin and development trend of FedEx and its rivals;3) To introduce the particular company philosophy of FedEx and its effect by presenting practical examples;4) To investigate the root reason of existing problems and advice solutions accordingly.
【Key words】 domestic market; foreign investment; logistics; marketing strategy; localization;
- 【网络出版投稿人】 天津大学 【网络出版年期】2012年 02期
- 【分类号】F274;F259.1
- 【被引频次】4
- 【下载频次】752