Logistics enterprise marketing innovation thinking

Thinking about marketing innovation of logistics enterprises

Introduction: under the guidance of modern logistics marketing concept, logistics enterprises should know the power of the brand, and strive to shape a good brand image, but also pay attention to the role of cultural penetration of the customer, as well as marketing activities through the establishment of relationships and improvement of relationships.

With the rapid development of the logistics industry, the logistics market from the buyer's market into the seller's market. In the seller's market environment, enterprises rely only on imitation of others' marketing strategy, it is difficult to meet customer demand, compete for the market, only to realize logistics marketing innovation, to create their own unique marketing characteristics, enterprises can ultimately achieve market victory. Logistics marketing innovation, including concepts, strategy innovation, etc., is a systematic project of the logistics enterprise, which requires enterprises to make efforts in various aspects.

First, the current situation and analysis of logistics enterprises in Shanxi Province marketing

In the registered nearly 10,000 logistics enterprises in Shanxi, small, weak and scattered or its main features, and in the backbone of the status of state-owned enterprises, coal logistics, iron and steel logistics enterprises. And coal logistics, steel logistics, small and medium-sized logistics enterprises simply can not get involved. Whether it is a state-owned enterprises, or coal logistics, steel logistics enterprises, have *** with the same characteristics is that the logistics business of these enterprises can be partially dependent on its parent company or peer industry, without the need for logistics marketing. In an industry, the role of the backbone of the enterprise is very large, he can guide the benign development of the industry as a whole, can be used as a touchstone for certain new marketing tools, methods.

At the same time, the characteristics of logistics marketing determines the need for cooperation between logistics enterprises, for most of the small weak scattered logistics enterprises, due to the backbone of the enterprise focuses on coal, iron and steel logistics, so the lack of cooperation and the provision of large enterprises to provide strong support. Therefore, for most of the small, weak and scattered logistics enterprises, in order to develop other non-coal, steel logistics, only to take their own drilling marketing, mainly relying on their own strength of the marketing road.

Through the research found that even in the backbone of the position of some of the large logistics companies only set up the Department of Business, there is no marketing department, that marketing is only a physical product will have the concept of concepts and departments, even if there is a marketing department is also because of its e-commerce.

Services such as warehousing, purchasing, and transportation are regarded as ? Business business? , only focusing on orders, do not pay attention to marketing planning and customer relationship management, do business and do marketing or there is an essential difference.

The logistics market is a buyer's market, logistics companies need to establish? Customer first, service first? The marketing concept, under the guidance of this concept, requires companies to specialize in organizing human and material resources, specializing in a department to study customer demand, customer psychology, planning attractive promotional programs, pricing programs, etc., to maximize customer satisfaction, but also the use of scientific means of customer relations to deal with the development of new customers, maintenance of the old customers.

Market segmentation is a very important 'marketing tools, through segmentation, you can find unsatisfied market demand, thus bringing marketing opportunities to enterprises, logistics market everywhere, is a wider service object market, even after the breakdown of a small piece of the sub-market, for small and medium-sized logistics enterprises, also means a large market profit, the logistics market segmentation of a lot of standards, according to the geographical area, There are many criteria for logistics market segmentation, based on geography, customer size, service object, etc. However, some logistics enterprises lack the concept of market segmentation, only focus on the immediate interests, blindly follow the trend, losing many market opportunities.

The research also found that even if some enterprises have market segmentation, segmentation is not in place, not give full play to the role of market segmentation. One of the characteristics of logistics marketing is strategic cooperation, that is, logistics enterprises are involved in market competition activities will inevitably need to participate in the competition through collaboration. The purpose of logistics marketing in addition to the promotion of their own business services, more and seek cooperation with other logistics companies, joint ventures and joint, and seek to establish strategic partnerships with domestic and foreign customers as the main goal.

All the marketing activities of the logistics enterprises are marketing concepts, ideas as a guide, the unsuccessful marketing activities of the enterprise is the essence of the marketing concepts or marketing concepts applied incorrectly. Through the research found that the marketing concept, the concept of inapplicability of a prominent manifestation is in the development of logistics services, there is no market research, not from the point of view of logistics to the customer to bring what benefits to the design of service products. In essence, most of the logistics companies use the concept of production, sales concept, the enterprise has what services, the use of a variety of sales techniques, methods of marketing this service.

In the modern logistics market environment, enterprises should uphold the modern logistics marketing concept, the use of integrated marketing, green marketing concepts to better meet customer demand. In the logistics market into a buyer's market today, enterprise marketing only innovation will be attractive, blindly follow the trend will only make the enterprise into passive. At the same time, the marketing activities of logistics enterprises are prone to present a single tendency, a single pricing, a single promotional strategy, a single channel model, etc., this singularity lacks diversification, and can not better meet the needs of customers. In addition, the marketing management of logistics enterprises also need modernization, intelligent means and methods.

Second, Shanxi Province logistics enterprises marketing innovation proposals

The development of logistics marketing has gone through the concept of production, product concept, the concept of sales promotion, the concept of marketing, the concept of social marketing, the concept of strategic marketing six stages. In the current market situation, logistics marketing concept innovation means that logistics enterprises should uphold the marketing concept, social marketing concept. That is, to market demand, the overall and long-term interests of social development as a starting point for thinking about the problem, to meet the needs and desires of consumers and users, in line with the strengths of the enterprise, but also in line with the overall and long-term interests of consumers and social development.

Logistics marketing concept innovation requires modern logistics enterprises with green marketing, integrated marketing, relationship marketing, brand marketing, cultural marketing and other concepts. Integrated marketing is the company's all departments, personnel can be in the interests of customers as the principle to coordinate and carry out marketing activities. Relationship marketing refers to the logistics enterprise marketing work is to establish, develop and maintain long-term good relations with these stakeholders, make full use of and strengthen various forms of relationship network to carry out marketing activities.

Logistics enterprises should pay attention to the emergence of new marketing concepts, ideas, and apply them to practice, to keep up with the increasingly changing market environment, because each marketing concepts have their own profound background. In short, under the guidance of modern logistics marketing concepts, logistics companies should know the power of the brand, and strive to shape a good brand image, but also focus on the role of culture on the penetration of the customer, but also through the establishment of a relationship, improve the relationship to carry out marketing activities.

Logistics service innovation includes logistics service content innovation, logistics service mode innovation. Logistics service content innovation requires enterprises to increase the value-added logistics services, and can provide integrated logistics solutions, at the same time by the physical flow to the information flow, capital flow service extension, can realize the docking with the customer information system. The construction of logistics channels is also the process of seeking partners to carry out cooperative marketing. Logistics promotional innovation includes the novelty of personnel sales approach, the correspondence of the choice of advertising media, the attractiveness of the advertising content design, the design of promotional programs reflecting the concepts of service marketing, experiential marketing, knowledge marketing, emotional marketing, education marketing, differentiated marketing, direct marketing, network marketing, etc., and deal with a variety of public **** relations and other aspects. Logistics companies' promotional strategy is mainly based on personnel marketing, sales promotion and other ways to supplement, sales promotion can be used on-site demonstration of promotions, participate in logistics demonstrations and other forms, personnel marketing should emphasize the logistics services to the customer's interests, the promotion of the use of branding promotions, promotions for competitors, and so on.

It should be noted that the logistics marketing strategy innovation is a systematic project, the requirements of the strategy to be combined with each other, with each other, in order to achieve the maximum effect of innovation. Another way for logistics companies to innovate is to segment the market, market innovation, open up new markets, in the process of market segmentation, you can fully understand which markets are full of opportunities, which markets have unmet needs. The success of many logistics companies is due to its successful market segmentation, such as SF focus on meeting the timely and rapid delivery of documents, four one to focus on meeting the parcel security, economic delivery needs.

Logistics companies can carry out various forms of market segmentation, market innovation, to find a suitable market for their own, so as to better meet the needs of customers. Logistics marketing innovation not only needs marketing activities process innovation, but also need marketing management innovation. First of all, logistics enterprises should have organizational assurance, the formation of the corresponding marketing departments, marketing organizations can be joint, flat. Secondly, the use of modern management tools for innovation, such as the use of logistics marketing system software for marketing decision-making, pre-curriculum simulation, database analysis tools for research information analysis, research process using instruments to observe the cost savings, etc., the most important thing is that the modern way of information communication for marketing management to provide a convenient, fast communication channels, so that the marketing plan, organization, activities, the process of controlling more efficient, The most important thing is that the modern information communication method provides a convenient and fast communication channel for marketing management.