Conceptual innovation of logistics marketing

Innovation is the source of development. Without innovation, everything will stagnate. Modern logistics enterprises should pay more attention to innovation, especially to grasp the source of innovation-customers. With the continuous development of economy, the competition in the logistics market is becoming increasingly fierce. Customers have become a truly powerful group in the market. Logistics enterprises must take customers as the center and motivation, accurately grasp customer demand trends, and let customers decide to innovate, so as to continuously create new value for customers, realize customer satisfaction, and finally achieve the ultimate goal of social satisfaction.

First, the necessity of innovation in logistics marketing concept

As a new service industry, the development of logistics itself goes hand in hand with the development of enterprise marketing concept. 2 1 century is the era of great development of logistics in China. With the rapid development of economy and trade, logistics service has gradually become the most economical and reasonable comprehensive service mode for enterprises in China, and it shows the development trend of knowledge, intensification, globalization and networking. The core of enterprise marketing concept has shifted from product manufacturing to product sales to customer service, and the business concept of "meeting customer needs" has been accepted by enterprises. Therefore, logistics marketing must firmly grasp the source of innovation: customers.

Second, the urgency of innovation in logistics marketing concepts

The pattern of market competition has evolved from "big fish eat small fish" to "fast fish eat slow fish". In Japan, the United States and Europe, socialized logistics distribution accounts for more than 80%, 57% and 60% of the total domestic logistics distribution respectively, so the socialization of logistics in China is the general trend. Innovation is a system, which needs the synergistic effect of products, technology, market, management and service. The influx of foreign logistics enterprises, coupled with the drive of "third-party profit sources", has led to the establishment of countless enterprises named after "logistics", and the competitive environment is becoming increasingly severe. The innovation of logistics marketing is not a question of innovation, but how to innovate as soon as possible. The innovation of logistics marketing concept has become a top priority for enterprises.

Third, the implementation of logistics marketing concept innovation

1. Open the supply chain for customers.

Establish an advanced IT system, so that inventory information can be shared with customers and their suppliers, and the production lead time is shorter. Suppliers can predict customers' output, determine replenishment plans and realize continuous replenishment, thus balancing supply and demand in the supply chain, realizing no backlog and no shortage, and realizing the rapid flow of goods in the supply chain. At the same time, when customers give production instructions, the ownership of raw materials is transferred from suppliers to customers in the inventory management system and financial settlement system, thus effectively shortening the customer supply chain and reducing the funds occupied by inventory.

2. Realize the flexibility of the supply chain

Customers can put forward a series of perfect and detailed KPI standards according to their own business characteristics and logistics service requirements, covering the timeliness and accuracy of services such as inventory, warehousing, procurement, delivery, delivery, transportation, document processing and customs declaration. , and strictly follow and meet the customer's KPI requirements in the service process. At the same time, customers can adjust their inventory, delivery and supply chain response time in real time according to the changes of their external environment. By analyzing their business development and competitive strategies in advance, logistics companies can respond to customers' service demands as quickly as possible, adjust service performance quickly, and ensure the continuous improvement of execution ability, thus making customers' supply chain truly flexible.

3. Multiple warehouses operate at the same time

This is a concrete manifestation of realizing scale. Linkage operation can be realized through multiple owned and leased warehouses managed by logistics companies. Customers send delivery instructions according to production requirements, and logistics companies synchronously pick up all the parts needed to produce each product from different areas of multiple warehouses according to the instructions, package and integrate them, and deliver them directly to customers' production lines. By operating multiple warehouses at the same time, the raw material supply chain of customers is integrated centrally, and the interface of raw material supply chain of a production line is realized, which saves the supply chain connection procedure for customers, simplifies the process and saves time and cost.

4. Provide customers with all-round services.

Logistics companies provide customers with a package of solutions, design the best transportation routes, storage planning schemes and service optimization schemes such as customs declaration, assembly, assembly and distribution with professional ability, reduce customer business interfaces, enable customers to focus on core business, improve efficiency and optimize resource allocation. By providing customers with all-round solutions, we can meet customers' personalized order demand in the global market and improve their core competitiveness.

5. Innovative logistics service mode

Logistics companies break the traditional warehousing management and logistics outsourcing mode by signing strategic cooperation agreements with customers. By hosting logistics equipment and personnel, logistics management, combining with scheme optimization consultation, we will re-plan the warehouse layout, further optimize the customer's supply chain management process, reduce the customer's logistics cost, tailor the service model according to the business customer's needs, give full play to the professional advantages of third-party logistics service providers, and further enhance the customer's supply chain management ability.

In the process of serving customers, logistics companies should change the traditional service concept, innovate the marketing concept, put forward stricter standards for their business operations in all aspects from the customer's point of view, innovate constantly, exceed customer requirements, seek common development with customers and meet new opportunities and challenges. In the tide of globalization, China's logistics enterprises are bound to March forward with great triumph and finally surpass the world's logistics giants.