Keyword: logistics logistics enterprise logistics marketing logistics competition
Domestic logistics enterprises face fierce competition, 2006 was the opening up of China's logistics market, with the first year of the changing external environment, China's logistics market structure is undergoing profound change. At present, the State-owned logistics enterprises, logistics enterprises and private logistics enterprise three together, become the body of China's logistics market, the next few years logistics enterprise competition will be fierce. Faced with this situation, domestic logistics companies are already getting ready for the challenge? how to take corresponding measures? I think that marketing strategy will be to resolve these issues must be considered. Domestic logistics business advertising marketing status in our books referred to in the true sense of logistics enterprise to provide a number of individual logistics services or integrated logistics solutions, but at the very most of our country, logistics or traditional sense refers to the freight business. Although some traditional freight enterprise in China through the transformation of post-transformation logistics enterprises formed by the majority is still not out of the past management services of stale ideas, also not aware of the current foreign logistics enterprises strong offensive posture, in front of a large number of business fixed little consideration marketing strategy, and States advocated in the logistics industry in international situations go logistics service route does not match the development road; some wealth to the competitive strength of the private logistics enterprise is considered advertising and marketing strategy, but most do not, remained in some "marketing" concept, and policy and international logistics enterprises is very different from the marketing standards. Generally speaking, the majority of current domestic logistics companies for industry will face fierce competition no attention, but also not aware of the marketing campaign for the sustainable development of enterprises, have not yet formed brand marketing idea. The main issues: (a) the marketing propaganda consciousness enough domestic logistics enterprises majority is still not out of the past management services of old ideas, not aware of the current foreign logistics enterprises strong offensive posture, in front of a large number of business fixed little consideration marketing strategy, and States advocated in the logistics industry in international situations go logistics service routes of development paths do not match, however foreign logistics enterprises in the figure in the country's existing advertising media is growing, and foreign logistics enterprises have begun their advertising and marketing strategies. (Ii) advertising levels low, lack of overall domestic logistics companies on marketing communication in understanding still at low levels of "marketing" concept, much to distribute leaflets in business class, making the marketing outlets nearby. guidelines on Billboard The way to a certain extent, or to the enterprises themselves as the Center, to the customers of freshness. Secondly, domestic logistics companies marketing publicity without forming system integrity, a marketing campaign finished, there would be no continuation and tracking, and does not take into account and other marketing campaigns for a match. The major logistics enterprise marketing means (a) DHL straight into marketing means DHL apart from TV media on their brand awareness, of course not let network branding of this platform, and relative to the TV media platform in terms of its low-cost, longer limitation, spread wider. Nearest DHL in the portal do brand advertising, is the use of implantable marketing, with mengniu's implantable marketing, brand image through the game, but I personally think that DHL and business closer, DHL design FLASH games are associated with the express business, reflecting the shortcut, and express the core competitiveness of business is in line with the brand's upgrade!, in Beijing and game score FLASH fully embodies the DHL brand, people can easily remember. DHL's FLASH games including 3, are grown ladder, crazy racing cars, snow storm. (B) of the FedEx sports marketing and sports activities emphasize speed, reliability and accuracy is the logistics industry has been the pursuit of the spirit and the industry's image, with sports activities enhance the brand image of the industry more than others. FedEx and the Chinese badminton team signed agreement, a Badminton England specified courier and logistics service company. Cooperation agreement includes FedEx will adopt different platform to participate in the Chinese badminton team of the project, which contains television, digital media, etc. FedEx Express, a sports marketing is one of the company's marketing strategy, from traditional media into Internet media, brand and marketing ability has been valued by FedEx. And the Chinese badminton team reached a cooperation agreement, will undoubtedly bring to FedEx good publicity effect. (3) debang logistics interactive marketing network is a new age of media, with the development of the society, the more mature Internet media, gradually more logistics companies have started using the Internet for promotional activities. But the vast majority of logistics enterprises in the networked media use only stay in network hanging up his own company site, no further use of the network media. Network for the enterprise provides a very good communication with customers, and the interactive platform with offline activities play an unexpected marketing effect. Debang logistics using the Internet and offline activities, a combination of "my network you call the shots" of interactive marketing activities, which have been successful. Client fills out a new network address recommended debang and other relevant information, we will be able to participate in the raffle debang logistics, participation in two ways: through the enterprise Web site fill in or through the site fill in the proposed outlets. In this way is a great way to offline activities and networks, to collect a lot of useful information and new sites proposed customer information enables customers and enterprises had an interaction between the customer and the distance between the enterprises. At the same time, according to an internal message that this debang interactive marketing activities does not exceed the total costs of $, this low-cost marketing methods for domestic logistics enterprise to provide a good reference. Summary of the logistics industry is facing fierce competition in succession, while our logistics enterprise marketing publicity consciousness has yet to be established and existing communication tools to some extent that is not suitable for the city of modern logistics industry
Field of competitive environment. Therefore, it is recommended that the domestic logistics companies should pay more attention to mature logistics enterprises and domestic outstanding logistics enterprise marketing tool, so on this basis for innovation, undertaking belongs to its own, suitable for their actual marketing activities
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