| 物流企业的市场营销管理 |
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| 引用本文： | 王小潼.物流企业的市场营销管理[J].中国教育研究与创新,2006,3(11):42-44,25. |
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| 作者姓名： | 王小潼 |
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| 摘 要： | 物流企业是我国改革开放后，随着经济发展产生的新型企业，它区别干原有的仓储、运输等企业，同时也与其他服务企业有一定的区别。那么，作为新型的大型国有物流企业，在由计划经济为主向市场经济为主的转型期间，如何应对瞬息万变的市场情况，从原来对市场经济理解不深，到从思想上到组织上如何建立健全市场营销体系；如何理解新型物流企业的市场营销管理，在实际工作中又如何解决具体的营销策略；面对性的市场情况，服务产品如何设计．使用什么样的营销手段解决具体营销的问题，销售渠道如何建立，人员激励机制如何解决；特定区域、特定经营范围的物流企业如何制定相应的营销策略等等；这些是我们需要加强研究的主要方面，也是国有企业转型中主要面临的问题。
本文结合自己在企业中的实践，对照成熟的市场营销管理理论，总结了新型的国有物流企业如何建立市场营销体系。对具体的营销策略加以说明和解释。
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| 关 键 词： | 物流 国有企业 市场营销管理 销售渠道 特定区域 |
The marketing management of Logistics business enterprises |
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| Wang Xiaotong.The marketing management of Logistics business enterprises[J].China Education Research and Innovate,2006,3(11):42-44,25. |
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| Authors: | Wang Xiaotong |
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| Abstract: | Logistics business enterprises are new business enterprise, which is come into being along with the economic development after the reform of our country. It has differentiation with the original warehouse, conveyance etc, and other service business enterprise.
So, as the new large and state-owned logistics business enterprise, how to reply the volatile market circumstance, that from comprehend to the market economy superficially at first to establish the sound marketing system inwardly and organizationally at last; how to catch on the marketing management of the new logistics business enterprise and how to solve the concrete marketing strategy in actual work again; how to design, and using the marketing measure, set up the channel of distribution, found up the system of personnel inspiration, establish corresponding strategy to a very corporation in a special zone with special scope of business. During the period of changing the main aspect from planned economy to market economy, these are not only the main aspect of investigation that we need to reinforce, but also the main aspect of transformation to the state-owned business enterprise.
This text sums up the experiences of how to establish the marketing system of the new state-owned logistics business enterprise against the mature marketing management theory, and give narration to marketing policy. |
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| Keywords: | Logistics State-owned business enterprise The marketing management Channel of distribution Very district |
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