本文選題：第三方物流　切入點：物流配送　出處：《吉林大學》2013年碩士論文　論文類型：學位論文

【摘要】：進入21世紀以來，中國經(jīng)濟領(lǐng)先于世界經(jīng)濟繼續(xù)保持快速健康的發(fā)展，中國百姓的生活日新月異，生活水平不斷提升，生活質(zhì)量逐步提高，居民私家車擁有數(shù)量急劇上升。在美日歐等汽車生產(chǎn)大國的汽車市場幾乎達到飽和的情況下，快速發(fā)展的中國汽車產(chǎn)業(yè)引起全球的矚目，全球各大汽車生產(chǎn)商已將中國視為自己的主要銷售市場。伴隨著中國汽車市場快速蓬勃發(fā)展的同時，汽車廠商之間的競爭也越來越激烈。為了在競爭過程中取得汽車銷售價格方面的優(yōu)勢，各汽車生產(chǎn)商都在努力壓縮各自的生產(chǎn)成本。汽車第三方物流作為“第三利潤來源”受到汽車生產(chǎn)商的高度重視和青睞。 汽車物流業(yè)作為物流行業(yè)中的一部分，由于其具有精確的物流要求、復(fù)雜的物流過程、快速的物流響應(yīng)、專業(yè)的物流服務(wù)等特點，被業(yè)內(nèi)人士公認為是物流行業(yè)中最復(fù)雜的物流活動。如何降低物流成本、怎樣提高物流效能，已經(jīng)成為第三方物流企業(yè)和汽車生產(chǎn)企業(yè)共同關(guān)注的問題。目前，一汽大眾公司已經(jīng)將降低物流成本、提升物流服務(wù)水平視為其今后物流發(fā)展的重要方向，要求其第三物流A物流公司主動采取降低物流運行成本的措施。 A物流公司是一汽進出口公司旗下的全資子公司，，由一汽進出口公司100%控股。公司擁有先進物流信息管理系統(tǒng)和現(xiàn)代化的物流設(shè)施，自1997年成立至今，經(jīng)過全體員工十六年的共同努力，已經(jīng)發(fā)展成為長春地區(qū)具有一定規(guī)模的專業(yè)化第三方汽車物流公司，在長春汽車物流行業(yè)中有著舉足輕重的地位。但是近幾年隨著客戶產(chǎn)量快速增加，長春地區(qū)物流配送市場競爭激烈，A物流公司配送業(yè)務(wù)出現(xiàn)了目標市場定位模糊、物流配送業(yè)務(wù)過程不穩(wěn)定、物流配送業(yè)務(wù)運營成本高、客戶流失嚴重的問題。 本文以A物流公司配送業(yè)務(wù)為對象，研究A物流公司配送業(yè)務(wù)市場營銷策略。針對其物流配送業(yè)務(wù)現(xiàn)有的問題，進行市場營銷環(huán)境分析，從市場營銷學的角度提出解決問題的改善方案。將A物流公司配送業(yè)務(wù)的目標市場定位于以一汽大眾公司及其國產(chǎn)化供應(yīng)商汽車零部件配送業(yè)務(wù)為主，以一汽轎車CKD零件配送業(yè)務(wù)為輔。將A物流公司配送業(yè)務(wù)的目標市場策略定位成：與客戶建立長期戰(zhàn)略合作伙伴關(guān)系，以期達到共贏的結(jié)果，進而實現(xiàn)供應(yīng)鏈最大化的整體利益，形成具有長春汽車產(chǎn)業(yè)特色的汽車產(chǎn)業(yè)物流配送發(fā)展模式，建立覆蓋整個長春汽車產(chǎn)業(yè)的物流網(wǎng)絡(luò)體系。 圍繞營銷管理中的渠道、產(chǎn)品、價格、促銷四個方面，制定出A物流公司配送業(yè)務(wù)市場營銷組合策略。第一，物流配送作業(yè)過程改善策略。主要從基層班組建設(shè)和物流配送質(zhì)量控制兩方面抓起。第二，物流配送業(yè)務(wù)組合優(yōu)化策略。主要可以從優(yōu)化包裝方案、優(yōu)化物流路線提升車輛滿載率、擴大本地供應(yīng)商的物流配送業(yè)務(wù)三方面展開。第三，采取適度彈性的價格策略。第四，客戶關(guān)系管理強化策略。應(yīng)從強化客戶溝通和一對一營銷兩個方面落實。
[Abstract]:Since twenty-first Century, Chinese economy ahead of the world economy continues to maintain rapid and healthy development of Chinese people's lives change rapidly, and improve the level of life, quality of life gradually improved, residents of private car ownership increased sharply. In Japan's largest producer of automotive car market is almost saturated, the rapid development of automobile industry Chinese from the eyes of the world, the world's major automobile manufacturers have Chinese as the main sales market of their own. Along with the rapid development of the China automobile market at the same time, competition between automobile manufacturers has become increasingly fierce. In order to get the car sales price advantage in the competition process, various car manufacturers are trying to compress their the production cost of the car. The third party logistics as "the attention and favor the third source of profits" by car manufacturers.
The automobile logistics industry as part of the logistics industry, because of its precise logistics logistics requirements, the complex process of logistics quick response, professional logistics service and other characteristics, the industry was considered to be the most complicated logistics industry in logistics activities. How to reduce logistics cost, how to improve the logistics efficiency, has become the common concern of the third party logistics enterprise and automobile enterprises. At present, FAW Volkswagen has to reduce logistics cost, enhance the level of logistics services as an important direction of the future development of the logistics, the third logistics A logistics company take the initiative to reduce logistics operation cost measures.
A logistics company is the FAW import and export company, a wholly owned subsidiary, the FAW Group Import & Export Company 100% holdings. The company has advanced logistics management information system and modern logistics facilities, since its inception in 1997, the staff after sixteen years of efforts, has become the Changchun region has a certain scale professional third party automobile the logistics company, has a pivotal position in the Changchun automobile logistics industry. But in recent years, with the rapid increase of customer production, Changchun area logistics market competition, A logistics company business appeared fuzzy target market positioning, logistics business logistics distribution business process is not stable, high operating costs, customer loss serious problem.
This paper takes A logistics company business as the object of study of A logistics company business marketing strategy. Aiming at the problems of the existing logistics distribution business, marketing environment analysis, put forward the improvement scheme to solve the problem from the angle of marketing. The A logistics company with the target market positioning to send business to FAW Volkswagen and domestic suppliers of auto parts distribution business, to the FAW car CKD parts distribution business as a supplement. The target market positioning strategy of A logistics company business: to establish long-term strategic partnership with customers, in order to achieve win-win results, so as to realize the maximization of the overall interests of the supply chain, the formation of automobile industry logistics the development mode of automobile industry has Changchun characteristics, establish the logistics network system covering the whole Changchun automobile industry.
On the marketing management of the product, price, channel, promotion four aspects, developed A logistics company business marketing strategy. First, the logistics distribution operation process improvement strategy. Mainly from the grassroots team building and logistics quality control two aspects. Second, logistics distribution business portfolio optimization strategy. Mainly from optimization packaging solutions, optimization of logistics routes to enhance vehicle loading rate and expand the logistics business of local suppliers in three aspects. Third, take appropriate and flexible price strategy. Fourth, strengthen customer relationship management strategy. We should strengthen the communication with customers and the two aspects of marketing implementation.

【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F259.23

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