中大物流服务营销提升研究.doc

摘要: 在新经济时代，物流业已经受到重视，在全世界发展迅速，已经成为制约世界经济的发展和生存的行业。物流行业的市场的需求变得多种多样，发展和变化都非常的迅速。竞争相当的激烈，在这种情况下，想要生存和发展，想要在如此多的企业中脱颖而出，就必须有自己的特色，也就是差异化的经营战略，对自身的要求要高，要能够满足不同层次的客户的各种市场需求，这时候就需要实施物流服务营销，这一点非常重要，物流服务营销可以降低企业经营成本，提供企业经营绩效，还可以提高顾客对企业的认知度、对物流服务的满意度和对企业的忠诚度。我国的物流企业目前的经营理念仍然是以产品为中心，服务意识淡薄，对物流服务产品的特性认识不清，致使绝大多数企业对物流的服务不满，因此研究物流服务营销有重大的意义。本文在论述物流企业实施服务营销必要性的基础上，分析了我国物流企业服务营销的现状，并针对徐州中大物流有限公司的服务营销的问题提出了一些对策和解决方案。

关键词 服务营销；物流；现状；解决方案

Abstract:In the new economic era, the market demand for diversification and decentralization,  development and change very quickly. To survive and develop in the fierce competition, we must implement the business strategy of differentiation,meet customers different levels, different types of market demand for timely, effectively. Logistics service is a important link enterprise strategy. It can effectively reduce the operating costs of enterprises, the impact of business performance, but also can effectively connecting suppliers, manufacturers, wholesalers and retailers. Therefore, the logistics industry has been attached great importance,has developed rapidly in the world, which has become one of the world economic development and survival of enterprises, expansion of the core competence. China's logistics enterprises at present still belongs to extensive management model, service consciousness,the characteristics of the logistics service product understanding unclear, resulting in the vast majority of enterprises with logistics service, so the research is of great importance to logistics service marketing.In this paper, the essentiality of service marketing in the logistics enterprises,analyzes the current situation of service marketing in China's logistics enterprises, and in view of the problems of service marketing in Xuzhou Logistics Co. Ltd,puts forward some counter measures and solutions.

Keywords  Service marketing  logistics  current situation  solution