基于互联网的新生物流企业市场营销策略研究合并.docx

第 PAGE 第 PAGE 4 页 共 NUMPAGES 21 页 基于互联网的新生物流企业市场营销策略研究 ——以第三方物流企业为例 摘要 互联网的兴盛引起了各个行业巨大的变革，物流行业也不例外，随之而来的一种新型物流形态——第三方物流。第三方物流中的第三方，是相对于物流服务提供方和物流服务接受方之外的第三方，主要从事专门的物资流动活动的企业和个人。第三方物流企业不拥有物品的所有权和使用权，而是在合约的基础上，为顾客提供基本的、有效能够满足顾客需要的一系列有关物资流动的服务。随着全球经济的发展以及现代科技的进步，电子商务进入了人们的生活，各种产品从线上走到线下，物流活动也日益频繁。在这种情况下，传统的第一方物流以及第二方物流的组织效率和经营模式已然不能满足社会大生产的需要。与此同时，大多企业为了集中精力应对愈加激烈的市场竞争，维持和发展自身的核心竞争力，选择将物流这一部分外包给更为专业化，成本更低廉的第三方物流企业。因此，第三方物流就这样产生并持续发展。 本文从研究第三方物流企业发展环境和现状以及存在的主要问题出发，进而找出我国第三方物流企业发展的优势、劣势、机会以及威胁，并据此创造性地提出第三方物流企业的市场营销策略，以期提升我国第三方物流企业的服务水平，完善物流体系，稳定合作关系，促进第三方物流企业健康发展。 关键词：第三方物流；市场营销策略；SWOT分析法；互联网  Abstract The rise of the Internet caused a huge change in various industries, the logistics industry is no exception, followed by a new type of logistics - third-party logistics. Third party logistics in the third party, is relative to the logistics service providers and logistics service recipients outside the third party, mainly engaged in specialized materials flow activities of enterprises and individuals. Third-party logistics enterprises do not own the ownership and use of goods, but on the basis of the contract, to provide customers with basic and effective to meet customer needs a series of services related to the flow of goods. With the development of the global economy and the progress of modern science and technology, e-commerce has entered peoples lives, a variety of products from the line to the line, logistics activities are increasingly frequent. In this case, the traditional first-party logistics and the second-party logistics organization efficiency and business model already can not meet the needs of social production. At the same time, most enterprises in order to focus on dealing with the increasingly fierce market competition, maintain and develop their own core competitiveness, choose to outsource this part of the logistics to more specialized, more cost-effective third-party logistics en