How to expand the logistics market

A featured service for the development of wings

In the third-party logistics integrated into the supply chain, more and more logistics services need to be based on the characteristics of the customer "tailor-made", the requirements of logistics planning, implementation and control of differentiated services for different customers, the establishment of their own development of the featured service system, become an important source of small and medium-sized logistics providers to differentiate themselves from other providers and create value, promote customer satisfaction and win competitive advantage from competitors. Become a small and medium-sized logistics providers to differentiate themselves from other providers and create value, promote customer satisfaction and excellent performance, to win a competitive advantage, from competitors to stand out from the important source. It is based on this understanding of the development of modern logistics changes, Tuha oil supplies people created a personalized and diversified characteristics of the road of business.

In 1999, in the face of China's petroleum reform and reorganization, the oil supply sector for the survival of the grim situation of running around, China's market economy and the challenges of reform and opening up, Tuha oil supplies people began to focus on building a "key services", "low-cost services ", "follow the service", "emergency service" and "all-weather service" as the content of the 5S "specialty services "In the oilfield logistics service, the company has set up the idea of "taking the responsibility of guaranteeing the supply and considering the service quality as the life". Relying on the oilfield, they expand social sales, actively participate in the national key projects and construction logistics services, and carry out agency procurement, material transit, cargo loans and warehouse leasing, so that the enterprise has embarked on a rapid development path. The workload of material supply increased from 1 billion at the beginning of the Tenth Five-Year Plan at a rate of 20% to 1.8 billion in 2005, and the average price of raw materials in the domestic market increased by 4.4% and steel by 14%, effectively suppressing the price of materials and controlling the average price of bulk materials in the oilfield area at 1.4%, and controlling the price of steel at 1.4%, and controlling the price of oilfield materials at 1.4%. The price increase of steel category is controlled within 8%, the average price of oilfield sporadic materials operated by the door market decreased by 8.27% year-on-year.

In order to do internal "excellent" service, do "fine" management, they are required by the oilfield "bulk material" and "commonly used materials They make advance preparations and reasonable reserves for "bulk materials" and "commonly used materials" required by oil fields to ensure timely and safe supply; continue to implement "low-cost service" through bulk centralized purchasing, bidding purchasing, price comparison purchasing and other measures to continuously reduce the production cost of users; and implement "key service" for key projects of oil fields, key production and construction projects, and key users. "Key services"; for the oilfield in Qinghai, Changqing, Yumen, Korla, Inner Mongolia and other external operating team's work, to take "follow the service", and the user to form a close partner, close cooperation, *** with the development; the oilfield company market to establish The "two inseparable" partnership, to *** with the development, win-win and mutual benefit as the premise, the rational deployment of teams and equipment, improve the quality and level of service, maximize the amount of work for the promotion of the unit's sustained development. 5 years to complete the cumulative amount of 6.88 billion yuan of supply, the smooth realization of the doubling of the income of the main business, income and efficiency of 10 million yuan of business objectives, but also for the oilfield company's market. It has also laid a solid foundation for smoothly obtaining and completing the material transit tasks of West-East Gas Pipeline, Ulaan Oil Products Pipeline and China-Harbin Pipeline.

Two featured services ushered in new development opportunities

At present, with the globalization of the economy, the international logistics industry to seize China, the domestic logistics services and e-commerce environment continues to develop, the oil logistics service enterprises in the management concepts, information technology, infrastructure and so on, and gradually in the forefront. And according to the relevant departments of China's third-party logistics services business environment analysis and research, China's third-party logistics service companies, especially some of the traditional warehousing and transportation enterprises by the transformation of the logistics service enterprises, in the service facilities, service capacity and service management, there are still many shortcomings, which is for the implementation of the petroleum logistics enterprises to implement the service innovation and differentiation of the marketing strategy, and further expand the characteristics of the service ushered in a new development opportunities.

Petroleum logistics service enterprises through the service content, scope and service management and other aspects of active innovation, supplemented by the implementation of the corporate image recognition and corporate culture construction, learning enterprise creation, can continue to improve the quality of service and service level, innovative service mode, expanding the surrounding market, to maintain customer loyalty, and enhance the competitiveness of the enterprise, and in the continuous promotion of the level of quality of service and technology and equipment conditions. At the same time, with the existing traditional warehousing, transportation enterprises, individual or collective logistics enterprises to form a difference and gain a competitive advantage, so as to retain and consolidate the market, and set up a good image in the oilfield, regional and national key engineering construction project logistics services.

Three ways to build and implement featured services

Practice has proved that featured services, as a customer-centered logistics strategy, is a source of competitive advantage. Its successful implementation is not just the completion of a task or a set of performance evaluations, but a series of activities to improve the management and operation of the enterprise. To make all employees focus on this kind of service, first of all, training on modern logistics service marketing concepts, knowledge, methods and skills should be carried out in the enterprise to establish service marketing concepts, especially modern marketing concepts. Secondly, the leaders of the enterprise and the service marketing planning department should formulate the corresponding service strategy and its marketing mix based on the analysis of the internal and external business environment, and determine the core marketing strategy to be used by the enterprise in a certain period of time. Then, there should be a specialized service marketing strategy implementation and management department to manage and coordinate the work of the marketing department and team in order to ultimately achieve the enterprise's marketing strategy objectives.

Experience tells us that in the process of building the implementation of the special service system, should also do and pay attention to the following issues:

1, understanding customer needs, and constantly improve the service. Different customers have different needs and expectations, even if the same customer requirements continue to change and improve the quality of service pressure, also means that customer demand is constantly changing, so as a supplier must be able to anticipate these changes, to make a positive response to this, and constantly adjust the service objectives, to understand exactly what the customer's new needs and expectations, and to maintain customer satisfaction. That is to say: with the change of customer demand, logistics service process must also adapt to this change, and provide appropriate services to meet customer needs.

2. Evaluate the level of service and strive for customer satisfaction. Once the understanding of the customer's ideas, followed by the need to identify their current service capabilities and the gap between the actual requirements of customers, as well as further steps or measures to be taken to meet the specific service objectives and identify current services provided by competitors, so as to maintain their own competitive advantage in services. It should also constantly review changes in customer satisfaction levels and analyze and eliminate the equilibrium, benefits, costs, and risks associated with generating customer satisfaction ratings and expectations to avoid losing business.

3, the implementation of special services to meet customer needs. Different customer groups require different services and service levels. Therefore, in order to satisfy as many customers as possible, the enterprise should be categorized according to the similarity of demand expectations of customers, creating services based on customer requirements, more targeted services, and even services beyond customer expectations. And make it a differentiating factor to create competitive advantage, so that customers are willing to pay extra for it, so as to achieve the purpose of creating and enhancing value.

4, maintain continuous improvement, promote enterprise development. Customer satisfaction is an ongoing process, the service must also keep up with these changing requirements. As a supplier on a regular basis, from time to time on the customer needs and satisfaction level of investigation, periodic checks to meet the customer's requirements of the ability to once the initial requirements and expectations of the customer found changes, it must be sustained, specialized and customer exchanges in order to find its new not to be satisfied with the need to make us in the customer's expectations of the changes and the occurrence of problems before the pre-awareness of the rapid feedback to avoid in the satisfaction level Lagging behind, so that customers and suppliers can benefit from the continuous improvement of design implementation.

Modern logistics services unique intangibility and non-storability and other characteristics, so that it can be customized to an increasingly high degree. Whether it is to the material supply services, or commodity distribution services, need to be based on the customer's requirements to the design and provision of services. This determines that such highly customized services can only be achieved by adopting unique service marketing strategies. Therefore, logistics service enterprises can no longer simply apply the existing or past product marketing strategy, must be realized as soon as possible from the product marketing strategy to the service marketing strategy of the conversion, through the continuous exploration of regional and industry-specific service marketing concepts, and then according to their own business market environment, select and determine the enterprise's service marketing system, to consolidate the results of the development of the development of the expansion of development space, and to achieve sustainable development. The company's service marketing system has been developed to consolidate development achievements, expand development space and realize sustainable development.