【作者】 宋长胜；

【导师】 熊件根；

【作者基本信息】 西南交通大学 ， 工商管理， 2004， 硕士

【摘要】 本文针对宏盛公司经营过程中出现的一系列问题，通过对物流行业的发展现状和发展趋势的分析，结合西部物流的特点，运用SWOT分析技术，提出了宏盛公司加入WTO后进行扩张应采取的相关多元化战略，重点分析了相关多元化经营的原因及条件，同时提出了宏盛公司为实现其扩张之路必不可少的联盟与并构战略，并且阐述了宏盛公司品牌战略——塑造宏盛品牌及增强宏盛的竞争优势的主要措施。最后论述了随着外部环境的变化宏盛的总体战略的调整及其途径。 为充分挖掘和体现其市场竞争能力，本文重点阐述了宏盛公司在总体战略的指导下的市场营销战略。首先详细分析了物流服务的四大特征，接着从差异化的角度指出了宏盛的市场定位以及公司的差异化营销战略机理，最后重点分析了在差异化背景下宏盛应采取的市场营销策略：市场细分策略——原则、内容、程序；价格竞争策略——差异化背景下价格策略是为了获得持久的竞争优势和追求合理的利润；促销策略——贯彻“一对一”营销理念并为用户提供个性化的服务；CRM策略——注重老客户的价值；进行客户资源的整合——追求业务运作的规模化和集约化以实现运作资源共享并提高效率；加强市场营销创新。这些策略的选择及实施都与宏盛公司的实际情况紧密结合，对宏盛的业务发展具有指导作用。更多还原

【Abstract】 This article is about the strategies for GPIL, It focuses on the problems produced in course of management, combined western logistic characteristics and with SWOT analyzing skill. After analyzing the present development and trend of western logistics, I put forward my opinion on solving the problem of GPIL. First of all, I produce the multi- strategy after entering into WTO for GPIL , and particularly, the cause and the condition of the multi-operation is the focal point. Secondly, I put forward the essential alliance and the strategy in order to expand. Thirdly, I state the brand strategy of GPIL, which is the main step to construct the brand for GPIL. At last, the article discusses the adjustment and the ways of the whole strategy, which change with the outer environment.In order to fully explore and upgrade the competitive ability of GPIL, this article states the difference marketing strategy and difference marketing strategy theory, under its aggregate guidance. First of all, it analyze the four prominent traits of logistic service in detail; next this article point out the market orientation of GPIL from the aspect of differences of market. At last, I emphasis on the marketing tactics which GPIL should take in difference way. The article focuses on what kind of marketing tactics: Market segment tactics, which means principle, content and procedure. Price tactics is taken under the different culture background to gain sustainable competitive advantage and reasonable profit. Promotions tactics carries out "one to one" marketing thought and offers individual service. CRM tactics gives much attention the value of old client. Re-form all resource tactics, Management and centralized management to boost the efficiency. Marketing innovation tactics. All of these tactics connect closely with the actual condition of GPIL, which would guide the direction of GPIL.更多还原