广州市A物流营销策略教程分析.doc

浅析广州市A物流服务有限公司营销策略 摘要：本文以广州A物流有限责任公司为研究对象，通过对该公司顾客满意度的抽样调查，发现存在问题，并以服务营销策略为理论基础，提出解决问题的方案，完成对一个物流企业服务营销策略的完整诠释。 本文首先简单介绍了研究的背景和研究的意义，然后对物流和服务营销的基本理论进行阐述，简要概括了论文的基础理论知识。 其次，以广州市A物流服务公司作为研究对象，进行实力调研，深入分析了A物流的现状及存在问题，以客户满意度调查为基本手段，辅之以访谈等形式，深入寻找A物流存在的问题。 第三，在发现问题的基础上，整合公司资源，提出了A物流应从顾客满意角度出发，调整企业的服务营销策略。营销策略的调整主要包括六方面的内容:即产品策略、价格策略、渠道策略、促销策略、客户绑定和业务捆绑。 本文把A物流作为一个案例进行研究，完成了将理论应用于企业实践的可行性探讨，希望通过对A物流服务营销策略的调整，在企业内部注入现代化的物流营销理念，最终实现从传统运输企业向现代化物流公司的转变。同时笔者也希望通过本文的研究和探讨，给其他物流企业以借鉴和参考，推动行业的进步和发展。 关键词：A物流公司 抽样调查 存在问题 服务营销 Abstract: This paper takes the Guangzhou A logistics limited liability company as the research object, through the sample survey of the companys customer satisfaction, found the existing problems, and the service marketing strategy as the theoretical basis, put forward to solve the problem of the scheme, complete the service marketing strategy of a logistics strategy. This paper firstly introduces the background and significance of the research, and then describes the basic theory of logistics and service marketing, and briefly summarizes the basic theory of this paper. Secondly, Guangzhou A logistics Service Corporation as the research object, the strength of research, in-depth analysis of the status quo and existing problems of A logistics, customer satisfaction survey as the basic means, supplemented by interviews and other forms, in-depth look for the problems of A logistics. Third, on the basis of the discovery of the problem, the integration of the companys resources, the proposed A logistics should be based on customer satisfaction, adjust the service marketing strategy. The adjustment of marketing strategy mainly includes six aspects: product strategy, pricing strategy, channel strategy, promotion strategy, customer binding and business bundling. In this paper, the A logistics as a case study, the theory is applied to the feasibility of enterprise practice, through the A logistics service marketing strategy adjustment, in the enterp