Logistics Marketing Plan

I. Company Introduction

Our company is located in Xuzhou City, Jiangsu Province, and mainly engaged in various businesses related to logistics enterprises, such as loading and unloading, packaging, transportation and distribution. Due to its limited strength and the impact of the financial crisis, the turnover of enterprises has been declining, and its strength and competitiveness are not as good as before. In order to turn losses into profits, this enterprise has made a marketing plan through the investigation of the market and the analysis of the market environment, re-integrated and planned the enterprise resources, and made a fresh start to gain a place in the market.

second, analysis of marketing environment

an important symbol of the transformation from traditional transportation and warehousing enterprises to third-party logistics enterprises is whether enterprises can provide integrated logistics services for customers and whether they have core customers who have formed partnerships. From the current situation, most logistics enterprises in China are still mainly providing functional logistics services such as transportation and warehousing, and compete in the market by competing for functional service prices. To change this situation, an important aspect is to go beyond the traditional logistics service model. 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 functional services such as transportation, warehousing and distribution, and realize the extension from basic services to value-added services, from logistics functional services to management services, and from real logistics services to information flow and capital flow services, so as to provide customers with differentiated and personalized logistics services; At the same time, according to the customer's demand and the development strategy of logistics enterprises, we should seek the best service mode with customers, from short-term transaction service to long-term contract service, from completing customer instructions to implementing collaborative operation, from providing logistics services to logistics cooperation.

(I) Analysis of domestic environment

Although the demand of modern logistics in China exists, it has not yet reached the level of industrial development driven by demand. 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 China's existing logistics services have not got rid of the traditional settlement methods based on transportation fees and storage fees, logistics enterprises should still avoid bargaining with customers on functional service charges when developing integrated logistics projects. We should start from the shortage of customer logistics operation, and discuss with customers how to improve it, so that customers can realize the benefits of logistics enterprises' services first, and then negotiate reasonable service prices. In fact, customers grow and develop because of 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.

(II) The present situation and development ideas and goals of logistics in Xuzhou City

1. The present situation

Xuzhou Railway is located in the intersection area of Jiangsu, Shandong, Henan and Anhui, with great logistics market potential and great 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 and seize opportunities to 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 carried 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 at the location of each train depot, and the other is to set up a trusteeship form that entrusts each train depot to host 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 services such as warehousing, loading and unloading, distribution and agency.

2. Thoughts and objectives of logistics development in Xuzhou

In view of the current situation of logistics development in Xuzhou, 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, and use information technology as the means to focus on building centralized logistics development zones and supporting third-party logistics enterprises, and integrate logistics resources. Develop regional comprehensive logistics bases, professional distribution centers and bonded logistics centers, form a well-organized and orderly logistics system, cultivate the brand advantage and core competitiveness of Chengdu logistics industry, form a large-scale, professional and integrated modern logistics group, and make the logistics industry one of the supporting industries of Chengdu economy. At the same time, relax the policy of logistics market access, explore the new mode of developing logistics in 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 logistics efficiency.

At present, the logistics industry in Xuzhou lacks a large-scale, high-starting and modern new logistics distribution center, so 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 subdivide the market, select the target market and determine the company's positioning.

(1) positioning of the company

Through the analysis of China's logistics market and Xuzhou's logistics market, (2) the company is positioned to provide integrated logistics services, combine modern e-commerce on the basis of third-party logistics, give full play to the characteristics and functions of e-commerce, such as informationization, automation, networking, intelligence and flexibility, and integrate procurement, packaging, loading and unloading, transportation, storage and custody, distribution processing, distribution and logistics information.

(II) The company's goal

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

at the same time, through the information exchange platform, the company will provide rich and diverse opportunities for trade integration 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. Thus, the market needs can be met to the maximum extent.

iv. marketing mix strategy

marketing mix refers to a systematic overall strategy formed by an enterprise aiming at the target market by comprehensively using various possible marketing strategies and means, which has achieved the business objectives of the enterprise and achieved the best economic benefits. It is composed 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, an enterprise should effectively use its own manpower, material resources and resources according to the needs of the target market, seek advantages and avoid disadvantages, design its marketing strategy and formulate the best comprehensive marketing plan in order to achieve its expected goals.

(1) product strategy

product strategy refers to making plans and decisions related to the products provided by enterprises to the market. Products and services are crucial factors in 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 stacker cranes and laser to guide unmanned trolleys to complete logistics tasks, so as to attract large enterprises and meet their requirements.

3. Logistics functional services extend to management services.

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

5. 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. Strengthening the cultivation of personnel quality, etc., through the rational use of this tangible commodity, can effectively attract customers.

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

(II) Pricing Strategy

Price is a very sensitive and uncontrollable factor in the marketing mix, which is directly related to the customer's acceptance of logistics services and affects the market demand and the profits of enterprises. 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.

(3) 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. Use direct channels such as advertising, telephone and TV direct sales, and use the Internet to strengthen online marketing.

2. Look for a purchasing agent. Purchasing is a newly established product line for this enterprise, so we can't provide perfect purchasing services yet, so we should look for 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.

(4) Promotion strategy

The service characteristics of logistics enterprises make their communication and promotion different from product promotion. Therefore, 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, and public relations. With the development of information technology and the evolution of service concept, new strategies and methods will be constantly introduced in the promotion of logistics enterprises.

1. Strengthen the cultivation of the quality of enterprise sales personnel and enhance their sales skills. Salespeople 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; Salespeople should introduce the service items, service commitments, service fees, delivery methods, delivery time, delivery place and payment terms of logistics enterprises to customers in detail, so as to attract the adoption of their services; Salespeople 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. If the cost of the enterprise allows, strengthen the cost of advertising. Advertising through audio-visual media such as radio and television broadcasts; Transmitting advertisements through newspapers, periodicals and magazines, printed materials, etc.; Posting advertisements in streets, buildings, stations, docks, stadiums, tourist spots and other public places, and living in permitted street signs, neon lights and other places; Advertise through postal direct delivery of enterprise introduction, product description and other letters to make the majority of enterprises know about our company.

3. Marketing promotion: offering price discounts, giving small gifts related to enterprises and providing service promotion and display promotion to enterprises that choose our services; Give cash discount, franchise, consignment, trial sale and joint promotion to the middlemen who cooperate with the enterprise; To mobilize the enthusiasm of the sales staff of the enterprise by launching salesman competition, bonus commission and special sales promotion money;

4. the relationship between the public and the private; Handle the relationship with customers, solve the after-sales service of products and protect the interests of customers; Handle the relationship with middlemen well and realize mutual benefit and common development; Handle the relationship with the press, treat each other sincerely, take the initiative to 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 and improve social reputation; Handle the relationship with competitors, strengthen cooperation and promote the development of logistics industry.

V. Marketing management of the company 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, the trend of goods and the feedback information of enterprises. And make each warehouse know the goods category, price situation and new product launch of each supplier, and know the first-hand product information in time.

2. Establish an independent website of the enterprise, and display the information of various products and services of the enterprise to customers on the network, so that they can further understand the products and services and increase customers' 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 enjoyed, which increases transparency, enables you to know all kinds of information of commodities in time, and reduces unnecessary expenses.

4. On the basis of the information platform, logistics management software such as barcode 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 increasing information needs of customers.

5, through the information management platform and inventory management system for single item management, keep abreast of the dynamics of goods. Such as: the current situation of goods, sales, inventory and the availability of funds (payment), which is convenient for making effective decisions.