【摘要】：K物流公司是一家主要從事國際海、空運貨物運輸代理、第三方物流為主的物流公司。隨著近三十年中國經(jīng)濟持續(xù)的發(fā)展,進出口貿(mào)易不斷增長,K物流公司在中國的業(yè)務取得了飛速的發(fā)展。但2008年經(jīng)濟危機的到來,世界貿(mào)易量的急劇下降,K物流公司國際空海運業(yè)務量大幅降低。而中國國內(nèi)公路運輸?shù)木薮笮枨蠹袄麧櫩臻g,給K物流公司帶了新的發(fā)展動力。因此K物流公司希望在中國市場發(fā)展公路運輸業(yè)務,找到新的業(yè)務增長點,成為綜合性的物流公司。 這篇論文首先論述了目前世界上關于市場定位的相關營銷理論,其次結合K物流公司在中國開展公路運輸業(yè)務的背景論證公路運輸業(yè)務市場定位的過程和結論,最后論述了為達成市場定位所采用的策略及隨著市場環(huán)境的變化重新定位。市場定位是現(xiàn)代成功企業(yè)制勝的法寶,市場營銷活動主要是以市場定位為基礎上開展。本文以市場調(diào)研為基礎,根據(jù)營銷和物流相關理論,同時對K物流公司目前面臨的競爭環(huán)境加以分析,闡述市場定位的必要性。對目標市場客戶群和競爭對手進行分析,同時結合SWOT方法對K公司自身優(yōu)勢和劣勢分析,提出了K物流公司在中國市場業(yè)務定位的策略及如何執(zhí)行此策略的方案。本文所使用的數(shù)據(jù)都是目前K物流公司的市場真實數(shù)據(jù)。
[Abstract]:K logistics company is mainly engaged in international sea, air cargo transport agent, third-party logistics company. With the continuous development of China's economy in the past 30 years, import and export trade has been continuously growing. However, with the arrival of the economic crisis in 2008, the volume of world trade has dropped sharply. The huge demand and profit space of China's domestic road transportation bring new impetus to K logistics company. Therefore, K Logistics Company hopes to develop road transportation business in Chinese market, find new business growth point, and become a comprehensive logistics company. This paper firstly discusses the relevant marketing theories about market positioning in the world at present, and then demonstrates the process and conclusion of road transportation business market positioning by combining with the background of K logistics company to carry out road transportation business in China. Finally, it discusses the strategy to achieve market positioning and repositioning with the change of market environment. Market positioning is the magic weapon of success in modern enterprises, and marketing activities are mainly carried out on the basis of market positioning. On the basis of market research, according to the theory of marketing and logistics, this paper analyzes the competitive environment facing K logistics company and expounds the necessity of market positioning. Based on the analysis of the customers and competitors in the target market and the analysis of the advantages and disadvantages of K Company based on the SWOT method, this paper puts forward the strategy of the business positioning of K Logistics Company in China and how to carry out the strategy. The data used in this paper are the real market data of K Logistics Company.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F259.23;F542

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