珠三角中小物流企业的营销创新研究.pdf

摘要:珠三角是中国经济最活跃的地区，其优越的地理位置及独特的经济发展模式为物流业的发展带来了巨大的商机。占珠三角第三方物流市场80%市场份额的中小物流企业正处于蓬勃发展的阶段。

本研究首先通过对珠三角物流市场的分析，找出现阶段珠三角中小物流企业发展所存在的问题，然后以前人研究的物流企业新4Ps和4Cs为平台，以整合营销以及BPR理论思想为指导，说明如何进行珠三角中小物流企业的营销创新。

最后，在中小物流企业的流程改造、行业标准、以及内部营销这几个方面提出营销创新的具体实施。

关键词：整合营销，BPR，营销创新，中小物流企业

Abstract:The PRD is China's most economically vibrant regions, its strategic location and unique model of economic development for the logistics industry development has brought enormous business opportunities. Pearl River Delta accounted for 80% of third-party logistics market, the market share of small and medium sized logistics enterprises are in the blooming stage.

In this study, through the analysis of the Pearl River Delta logistics market, small and medium sized logistics companies to find out at this stage the development of the Pearl River Delta problems, previous human studies logistics enterprises 4Ps and 4Cs for the new platform, integrated marketing and BPR theory thinking, note How small the Pearl River Delta logistics Innovation of Marketing.

Finally, in the process of transformation of small and medium sized logistics companies, industry standards, and internal marketing, marketing innovation made in these areas are the concrete implementation.

Keywords: Integrated Marketing Concept, Business Process Reengineering,Marketing Innovation, small and medium sized logistics enterprises