【摘要】：改革開放三十年以來,中國的經(jīng)濟(jì)飛速發(fā)展,很多行業(yè)甚至達(dá)到了與發(fā)達(dá)國家相當(dāng)?shù)乃�。然而談到中國公路貨運(yùn)行業(yè),卻始終處于散、小、亂、差的狀態(tài)�？上驳氖沁^去幾年我們可以看到一個趨勢,公路貨運(yùn)的領(lǐng)先企業(yè)正在不斷的進(jìn)行業(yè)務(wù)創(chuàng)新,圍繞著快運(yùn)為核心業(yè)務(wù)進(jìn)行轉(zhuǎn)型。公路快運(yùn)產(chǎn)品由于有著“準(zhǔn)時”“安全”“快捷”等優(yōu)勢無疑將是公路貨運(yùn)企業(yè)提升和轉(zhuǎn)型的方向。 本文是以公路貨運(yùn)服務(wù)的物流企業(yè)——天地華宇公司為研究對象,以其開展的公路快運(yùn)產(chǎn)品“定日達(dá)”這一高附加值服務(wù)產(chǎn)品為例,討論作為一種新的物流解決方案,“定日達(dá)”如何盡快讓客戶接受和認(rèn)可并且在競爭中取得優(yōu)勢地位,擴(kuò)大市場份額。 公路運(yùn)輸與服務(wù)相關(guān),與營銷相隨,營銷管理與公路運(yùn)輸?shù)纳姘l(fā)展息息相關(guān)。本文運(yùn)用案例分析、對比分析、調(diào)查分析等方法對天地華宇公司定日達(dá)產(chǎn)品服務(wù)營銷環(huán)境進(jìn)行分析,并對公司客戶需求進(jìn)行細(xì)分和定位,在服務(wù)營銷7Ps理論指導(dǎo)下建立了以客戶為中心的天地華宇服務(wù)營銷組合策略：即產(chǎn)品策略、價格策略、促銷策略、管道策略、過程策略、人員策略和有形展示策略。通過對市場營銷理論的學(xué)習(xí)和研究,對國內(nèi)外同行業(yè)成功經(jīng)驗的借鑒,為定日達(dá)產(chǎn)品設(shè)計了服務(wù)營銷策略的實(shí)施保障和檢測體系以及縮小服務(wù)質(zhì)量差距的解決方案,來保證天地華宇服務(wù)營銷策略的落實(shí)。 相信本文的研究結(jié)果將對天地華宇公司定日達(dá)快運(yùn)業(yè)務(wù)的發(fā)展提供有益幫助,并對其他物流企業(yè)在服務(wù)營銷方面也具有積極的借鑒意義。
[Abstract]:Since the reform and opening up 30 years ago, China's economy has developed rapidly, and many industries have even reached the same level as developed countries. However, when it comes to China's road freight industry, it is always in a state of scattered, small, chaotic and poor. The good news is that in the past few years we have seen a trend that the leading companies in road freight are constantly innovating and transforming around the core business of express transportation. Due to the advantages of "punctual", "safe" and "fast", highway express products will undoubtedly be the direction of road freight enterprises' promotion and transformation. This paper takes Tiandi Huayu Company, a logistics enterprise of road freight service, as the research object, and discusses as a new logistics solution the highway express transportation product "Dingda", a high value-added service product, as an example. "Dingda" how to let the customer accept and approve as soon as possible and gain the advantage position in the competition, enlarge the market share. Road transportation is related to service and marketing. Marketing management is closely related to the survival and development of road transportation. In this paper, case analysis, comparative analysis, investigation and analysis are used to analyze the marketing environment of Tiandi Huayu Company's Dingjida products and service, and to subdivide and position the customer demand of the company. Under the guidance of 7Ps theory of service marketing, a customer-centered strategy of Huayu service marketing is established: product strategy, price strategy, promotion strategy, pipeline strategy, process strategy, personnel strategy and tangible display strategy. Based on the study and research of marketing theory and the successful experience of the same industry at home and abroad, this paper designs the implementation guarantee and detection system of service marketing strategy and the solution to narrow the gap of service quality for Dingjida products. To ensure that heaven and earth Huayu service marketing strategy implementation. It is believed that the research results of this paper will provide beneficial help to the development of Dingjida express business of Tiandi Huayu Company, and also have positive reference significance to other logistics enterprises in service marketing.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F542

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