Logistics marketing plan

I. Introduction of the Company

Located in Xuzhou City, Jiangsu Province, the company is mainly engaged in various businesses related to logistics enterprises, such as loading and unloading, packaging, transportation and distribution. Due to the limited strength and the impact of the financial crisis, the turnover of enterprises is declining, and their strength and competitiveness are not as good as before. In order to turn losses into profits, the enterprise made a marketing plan through market investigation and analysis of market environment, reorganized and planned enterprise resources, and began to occupy a place in the market again.

Second, the marketing environment analysis

An important sign of the transformation from traditional transportation and warehousing enterprises to third-party logistics enterprises is whether enterprises can provide integrated logistics services to customers and whether they have core customers who form cooperative partnerships. Judging from the current situation, most logistics enterprises in China still mainly provide functional logistics services such as transportation and warehousing, and participate in market competition by competing the prices of functional services. To change this situation, an important aspect is to transcend the traditional logistics service mode and realize the innovation of service concept, service content and service mode. First of all, we should recognize the essential differences between integrated logistics and functional logistics in service nature, service objectives and customer relationship, and establish a brand-new service concept; Secondly, we should constantly innovate the service content on the basis of transportation, warehousing, distribution and other functional services, and realize the extension from basic services to value-added services, from logistics functional services to management services, and from physical logistics services to information flow and capital flow services, so as to provide customers with differentiated and personalized logistics services; At the same time, it is necessary to seek the best service mode with customers according to customer needs and the development strategy of logistics enterprises, and realize the service from short-term transaction service to long-term contract service, from completing customer instructions to implementing collaborative operation service, from providing logistics services to developing logistics cooperation services.

Domestic environmental analysis

Although modern logistics demand in China exists, it has not yet reached the level of demand-driven industrial development. Many enterprises are eager to enter the logistics market without knowing the demand situation of China's logistics market, which is bound to bring great risks to logistics enterprises and damage their interests, and is also not conducive to the healthy development of China's logistics industry. Although the existing logistics services in China have not got rid of the traditional settlement method based on transportation and storage fees, logistics enterprises should still avoid bargaining with customers on functional service charges when developing comprehensive logistics projects. It is necessary to start from the shortcomings of customer logistics operation and discuss with customers how to improve it, so that customers can first realize the benefits of logistics enterprise services and then negotiate reasonable service prices. In fact, customers grow and develop due to the rationalization of logistics, the scale of logistics outsourcing will naturally expand accordingly, the depth and breadth of cooperation between the two sides will also increase, and the benefits and scale benefits of logistics services will inevitably increase. This is a win-win partnership.

(B) Xuzhou logistics status and development ideas and goals

1, current situation

Xuzhou Railway is located in the intersection area of Jiangsu, Shandong, Henan and Anhui, which has great logistics market potential and market opportunities. Due to a series of subjective and objective reasons, the rich logistics resources in the jurisdiction have not been effectively developed and created. Therefore, we must seriously study, formulate countermeasures, seize the opportunity and realize the development of railway logistics industry. I. Current Situation of Xuzhou Railway Logistics The logistics enterprises of Xuzhou Railway have developed on the basis of the railway diversified business transportation extension service project, and mainly carry out transportation, warehousing, loading and unloading, distribution, agency and other projects in terms of business nature. From the perspective of organizational structure, there are generally two modes. One is to set up a head office and branches in the location of each train operation depot, and the other is to set up a trusteeship form and entrust each train operation depot to trust the branches. From the perspective of business operation, it mainly relies on the monopoly position of railways and the shortage of railway transportation resources to provide warehousing, loading and unloading, distribution, agency and other services.

2. The train of thought and goal of Xuzhou logistics development.

In view of the present situation of Xuzhou logistics development, we should adhere to the principle of "overall planning, government guidance and market operation", rely on the eastern industrial base and consumer market, focus on improving logistics efficiency and reducing social logistics costs, take roads, railways and waterways as the basis, take information technology as the means, focus on building centralized logistics development zones and supporting third-party logistics enterprises, integrate logistics resources, and realize logistics socialization, specialization, scale, informationization and integration. Develop regional comprehensive logistics bases, specialized distribution centers and bonded logistics centers, form an organized logistics system, cultivate the brand advantage and core competitiveness of Chengdu logistics industry, form a large-scale, professional and comprehensive modern logistics group, and make the logistics industry one of the supporting industries of Chengdu economy. At the same time, relax the logistics market access policy, explore a new logistics model for coastal cities, build a fast logistics channel connecting developed areas at home and abroad, start the construction of public logistics information platform, and improve the comprehensive efficiency of logistics.

At present, Xuzhou logistics industry lacks a large-scale, high-starting and modern new logistics distribution center, and it is difficult for ordinary transportation enterprises and traditional logistics enterprises to meet the market demand of rapid economic development and circulation.

Third, the company's market positioning and objectives

With the development of social economy, meeting the personalized needs of logistics customers has become the focus of logistics enterprise marketing. The formulation of enterprise marketing strategy should start with customers, so it is necessary to segment the market, select the target market and determine the company's positioning.

(A) the company positioning

Through the analysis of China logistics market and Xuzhou logistics market, (1) Company aims at providing comprehensive logistics services, combines modern e-commerce on the basis of third-party logistics, gives full play to the characteristics and functions of e-commerce, and establishes a logistics enterprise integrating functional elements such as purchasing, packaging, loading and unloading, transportation, warehousing and storage, distribution processing, distribution and logistics information, and establishes a logistics enterprise integrating logistics, business flow and logistics information.

② the company's objectives

The company's goal is to further promote the development of modern logistics on the basis of traditional logistics, with improving the management level of supply chain as the core and realizing the integration of logistics resources as the starting point, introducing information technology, establishing an interconnected information network platform and providing innovative services.

At the same time, through the information exchange platform, the company will provide rich and diverse trade integration opportunities for traditional enterprises, and greatly reduce the procurement and sales costs of enterprises. Any enterprise with logistics needs can submit service demands through this platform, carry out low-cost marketing through the platform, expand business and market, and realize the integration of online publicity and online marketing with the help of the interactivity of online media. Therefore, it can meet the market demand to the maximum extent.

Fourth, marketing mix strategy.

Marketing mix refers to the comprehensive use of various possible marketing strategies and means for the target market to form a systematic overall strategy, which not only realizes the business objectives of the enterprise, but also achieves the best economic benefits. It consists of product strategy, pricing strategy, sales channel strategy and promotion strategy, and each strategy has its own independent structure. After analyzing the market and choosing its own target market, enterprises should effectively use their own manpower, material resources and resources according to the needs of the target market, seek advantages and avoid disadvantages, design their own marketing strategies and formulate the best comprehensive marketing plan to achieve their expected goals.

product strategy

Product strategy refers to making plans and decisions related to the products provided by enterprises to the market. Products and services are the key factors of marketing mix.

1, add product lines such as purchasing, warehousing and logistics information supply to realize integrated management.

2. Provide value-added services, such as setting up high-rise automated warehouses in warehousing services, and using tunnel stackers and laser-guided driverless cars to complete logistics tasks, so as to attract large enterprises and meet their requirements.

3. Logistics function service extends to management service.

4. Physical logistics services extend to information flow and capital flow services.

We should not only pay attention to long-distance transportation, but also develop low-value services such as short-distance transportation and door-to-door delivery to attract small enterprises.

6. Increase the number of warehouses, cars, etc. Strengthen the cultivation of personnel quality, etc. By rational use of this tangible commodity, customers can be effectively attracted.

7. Introduce new technology, design the logistics service project of this enterprise, and realize the comprehensive upgrade of logistics service.

pricing strategy

Price is a very sensitive and difficult factor to control in marketing mix, which is directly related to customers' acceptance of logistics services and affects market demand and corporate profits. The pricing strategy of logistics services plays an important role in the logistics system and the services it provides. Whether the pricing strategy is correct or not will affect the breadth, depth and smoothness of logistics activities.

Distribution channel strategy

Under the condition of modern market economy, there are differences and contradictions between producers and consumers in terms of location, time, quantity, variety, information, product evaluation and ownership. Only through certain market distribution channels can the products produced by enterprises be supplied to consumers and users at appropriate time, place and price, so as to overcome the differences and contradictions between producers and consumers, meet the market demand and realize the marketing objectives of enterprises.

1, using direct channels such as advertising, telephone and TV direct sales, and using the Internet to strengthen online marketing.

2. Looking for a purchasing agent. Purchasing is a newly established product line of this enterprise, so it can't provide perfect purchasing service, so we should find a purchasing agent to act as an agent.

3. Brokers should establish long-term cooperation contracts with them, hand over the business negotiation links of enterprises to brokers, and concentrate the energy of enterprises on logistics services.

Promotion strategy

The service characteristics of logistics enterprises make communication and promotion different from product promotion, so in order to carry out effective promotion management, logistics service promotion must follow its unique principles and make careful arrangements and plans. The communication and promotion tools commonly used by logistics enterprises include personnel sales promotion, advertising, marketing promotion, public relations and so on. With the development of information technology and the evolution of service concept, the promotion of logistics enterprises will continue to introduce new strategies and methods.

1, strengthen the cultivation of the quality of enterprise sales personnel and enhance their sales skills. Sales staff should be familiar with the development history, business philosophy, corporate culture, delivery place, enterprise scale, business objectives, advantages and future development of the enterprise, and gain the trust and support of customers; Sales staff should introduce the service items, service commitments, service fees, delivery methods, delivery time, delivery location and payment terms of logistics enterprises to customers in detail, so as to attract customers to adopt their services; Sales staff should also help enterprises to collect and feed back market information, including customer information, market supply and demand information and competitor information, so as to make enterprises invincible in the competition.

2, in the case of enterprise cost permits, strengthen the cost of advertising. Publish advertisements through audio-visual media such as radio and television; Spreading advertisements through newspapers, periodicals, magazines, printed matter, etc. ; Posting advertisements in streets, buildings, railway stations, docks, stadiums, tourist attractions and other public places, and living in licensed street signs, neon lights and other places; Advertise through direct mail of enterprise introduction, product description and other letters, so that the majority of enterprises can understand our company.

3. Marketing promotion: provide price discounts, give small gifts related to enterprises, and promote and display services for enterprises that choose our services; Give cash discount, franchise, consignment, trial sale and joint promotion to middlemen who cooperate with enterprises; Mobilize the enthusiasm of enterprise sales staff by carrying out salesman competition, bonus commission and special promotion funds;

4. Public relations; Handle the relationship with customers, solve the after-sales service of products and protect the interests of customers; Handle the relationship with middlemen to achieve mutual benefit and common development; Handle the relationship with the press, treat each other sincerely, actively contact and promote interpersonal relationships, understand and respect, actively cooperate with journalists, and accept criticism from the press with an open mind; Actively participate in charitable donations to improve social reputation; Handle the relationship with competitors, strengthen cooperation and promote the development of logistics industry.

Verb (abbreviation for verb) The company conducts marketing management in other aspects.

1. Information sharing: Through the construction of the information platform, we can know the goods status of various warehouses and suppliers, including inventory data, sales data, goods trends and feedback information from enterprises. And make each warehouse know the goods category, price and new product release of each supplier, and know the first-hand product information in time.

2. Establish an independent enterprise website, and display the information of various products and services of the enterprise to customers on the network, so that customers can further understand the products and services and increase their desire to use the company's services. At the same time, it can also expand the visibility of enterprises, that is, advertising effect, thus expanding turnover.

3. Through the information network, all information can be shared, which increases transparency, you can know all kinds of information of goods in time, and reduce unnecessary expenses.

4. Based on the information platform, logistics management software such as bar code technology, global positioning system (GPS), logistics procurement management and enterprise resource management are used, and they are seamlessly linked and effectively integrated to fully meet the growing information needs of customers.

5, through the information management platform and inventory management system for single product management, timely understanding of commodity trends. Such as: the current situation of goods, sales, inventory and the availability of funds (payment), which is convenient for making effective decisions.