Collaborative Logistics System Analysis of Evolution

Abstract: The logistics and service-related, and Marketing go hand in hand, Marketing management is closely related to their survival and development. Logistics enterprises, especially small and medium sized logistics companies need to carry out a SWOT analysis, recognize their own strengths, weaknesses and problems, continued integration of logistics resources, import Marketing mix, Marketing mix optimization, Innovation, Marketing mix 4Ps and 4Cs, Marketing and management continue to strengthen and enhance core competitiveness.

Keywords:: logistics services; Marketing; Innovation

With the further development of Economic globalization, China's logistics industry ushered in the era of great development, small and medium enterprises to become a major force in logistics and force. Small and medium sized logistics companies are mostly from the transportation company, warehousing company evolved evolved Although the name into the logistics companies, but Marketing concepts, Marketing models, Marketing methods did not completely transition, there is unclear Strategy, positioning not allowed, unknown features, which directly affect the company's development, and even business survival crisis.

At present, small and medium sized logistics enterprises there is a lot of problems Marketing, the main can be summarized as Tandaqiuquan multi-professional small business; to do multi-market operations, building partnerships less; focus on investment in logistics facilities and Technology and more emphasis on Marketing team building less.


First, import logistics services Marketing mix

Marketing, Marketing and logistics and logistics are inseparable, in a sense, no marketing, no logistics, customer marketing activities to meet the objectives of the basic activities of logistics and marketing strategies related to these activities constitute a marketing and logistics links between the two systems . the one hand, only the first logistics company to understand customer business, the logistics to carry out effective marketing activities to customers in the next embrace outsourcing logistics business; the other hand, logistics companies only know the target customer's marketing objectives, marketing Strategy, marketing, distribution retail, service and other information, in order to effectively undertake the client's marketing and logistics outsourcing services.

Marketing mix is ​​the U.S. marketing expert Bown, the concept of 1964 is the integrated use of an enterprise and optimize the combination of a variety of controllable factors to the activities to achieve its marketing goals collectively. These controllable factors McCarthy was later merged into 4Ps, namely, Product (product), Price (the price), Place (location), Promotion (marketing), from, 4Ps of marketing has become a common vocabulary.

1. Logistics services product Strategy. Logistics industry is the service industry, its products are intangible, can not be stored, difference, the inseparability of production and consumption characteristics and variability, specifically including the transportation, storage, loading and unloading, packaging, distribution processing and distribution, information, logistics solutions, even including purchasing, sales, billing, order processing, data transmission, and many of the services. small and medium sized logistics enterprises in the service product Strategy, pay attention to four issues: First, how design, develop personalized services, according to market demand and the logistics of the enterprise resources, do something. Second, focus on service quality of the product or product package, for professional management, the fine service. Third, in study, copy, large logistics companies in the service models and products, we must pay attention to the blind spots of large companies, according to "The Long Tail" to open up the "Blue Ocean", to find a new service model, services and service products. fourth is to strengthen site management of logistics operations, enhance the "safety, efficiency and quality", enhance customer service satisfaction.

2. Logistics services pricing Strategy. The price is market-sensitive nerves, is the trading of mutual concern. Today's logistics industry is the competition more fully in the industry, according to Michael. Porter five forces of competition theory, small and medium sized logistics enterprises in the a competitive disadvantage, which determines the small and medium sized logistics enterprises to undertake third-party logistics services business in the often used when the demand-oriented pricing method and follow the pricing method, follow the pricing is essentially follow the market pricing, pricing that is to follow the logistics of large companies, Pricing should also be combined with the price level of competitors, the characteristics of logistics services provided by the customer's logistics characteristics, such as the business development strategy to determine. high-profit does not mean high-priced, small and medium sized logistics enterprises should pay attention to the three pricing strategies issues, namely, in accordance with the logistics "5R principle" to set a suitable price, should pay attention to win-win and win. Second, strengthen the internal value chain management, logistics operations to improve efficiency and reduce logistics costs and save transaction costs and increase economies of scale . Third, the use of marginal cost, marginal utility theory, provide a hedge against inflation, value-added services, cost sharing, to improve profitability.

3. Logistics service channel strategy. Marketing channels is the producer of goods and services to consumers from the transfer of specific channel or path. Channels is the King stressed the importance of marketing channels. Any one enterprise must set up a number in the relations between stable customer base, small and medium sized logistics enterprises have one or more of the core customer service requirements, and its long-term strategic partnership, or even in alliance with its supply chain to become an important member. a good channel strategy generally do four tasks, one to carry out relationship marketing, focusing on customers and core customers, to focus on public relations department or by a special high-level personnel tracking service, logistics customers around the core features and requirements, tailor-made logistics plan, design logistics operational processes, arrange logistics operations plan. The second is to carry out marketing consultants to strengthen the "one to one", "door to door" service to the customer when the logistics staff, so Just in time and rapid response, high efficiency to provide high-quality logistics services. Third, strengthen customer resource management (CRM), attention and the industry chain, supply chain docking, making it a node, the establishment of contract-oriented and stable relations of cooperation. through the signing of the core enterprise and supply chain dedicated contract logistics services, solidifying long-term relationship with customers. Of course, customers do not give up on non-core, making core business a necessary complement to the main channel. Fourth, the logistics without borders, small and medium sized logistics enterprises do not necessarily international logistics business, but not without international logistics perspective.

4. Logistics services marketing strategy. Promotion strategy is the use of logistics enterprises in a variety of ways to effectively communicate with customers, to customers to introduce their products or services to attract customer interest, increase awareness of the various measures. It includes advertising, personal selling, sales promotion, public relations, etc.. marketing strategy to promote the strategy and pull strategy points, small and medium sized logistics enterprises are mainly used to promote the strategy, which is the use of personal selling approach. Using this strategy should be two key points First, to strengthen the logistics marketing staff training to enhance their overall quality and professional skills. The second is to strengthen the market Research and customer Research, the use of SPIN marketing techniques, understanding of customer needs, and meet customer needs. promotion strategy also emphasized that SMEs need to do advertising, but not by money but by the excellent service reputation.


Second, the optimization of logistics services Marketing mix

Any theory has its advantages and disadvantages, the traditional 4Ps of marketing theory is no exception, in the enterprise Marketing Management practice, has a positive significance, but there are some limitations .4 Ps products or services from the business side's the four marketing elements, in order to better reflect the customer-focused, customer-oriented marketing idea, 1990, the American scholar Professor Lao Telang optimization traditional marketing 4Ps and 4Cs corresponding theory, small and medium sized logistics enterprises should pay attention to optimizing the Marketing mix strategy.

1. Clarify the relationship between the 4Ps and 4Cs. Studies show that the 4Ps and 4Cs, not substitutes for each other but complement each other, ie Customer, means the use of "demand" instead of "products", first Research customer needs and desires, Then we went to production, management and marketing customers want to buy the products identified; Cost, means with the "cost" instead of "price", get to know the customer to meet their needs and desires must pay the cost to go to develop pricing strategy ; Convenience, means the use of "convenience" instead of "place" should be thinking about how to allow customers to easily purchase and use goods; Communication, means of "communication" instead of "sales", "communication" is a two-way, "promotion" No matter or a pull strategy is to promote the strategy, are the linear mode of transmission.

2. Learn from the customer perspective. Logistics companies and manufacturing enterprises of different output products logistics services, this invisible production and use are one, no obvious pre-sale and post- boundaries. service itself has strong flexibility and more emphasis on personalized, user-friendly, it is the quality of our customer's perceived value with a great relationship, so the degree of difference in the logistics market is also relatively large. Logistics Marketing To learn more about customers to go and do the customer's friends and strategic partners, understand, predict demand for its logistics service types and trends, to enhance empathy, anxious customers are worried, think customers are thinking, the establishment of effective mechanisms and channels of communication , within its capacity to improve low cost high quality for customers of logistics services, value-added services, and actively take the initiative to strive to put God, relationships with customers into the supply chain alliance.


Third, innovative logistics services Marketing mix

Some Lao Telang that 4Cs is a consumer-oriented, is authentic, made "4Ps retirement, 4Cs debut," In this regard, the traditional leader Philip marketing system. Section who is diametrically opposed to Le presented 4Cs and the 4Ps are interlinked. For This has formed the 4Ps of marketing theorists struggle with the 4Cs, I do not intend too many comments that the world is multipolar, and things are multidimensional, both from the 4Ps marketing point of view to think about, or from the point of action 4Cs, it is important Innovation 4Ps and 4Cs, 4Ps that Personnel (marketing personnel), Position (position), Performance (Performance), Payment (pay); 4Cs that Culture (Culture), Cooperation (cooperation), Creativity (Creativity), Credit (credit) . It also shows me strengthen and improve the logistics enterprise Marketing Management, not only to pay attention to market factors, but also integration of human resources (HR) factors, in a sense, the latter is more critical than the former.

Links to Research Papers Download http://www.hi138.com 1. Human resources point of view of Innovation 4Ps. Marketers Personnel, people-oriented claim to the fundamental purpose of development is the development of the fundamental driving force, everything for the people, all rely on people , constitutes the unity of the two complete people-oriented content. small and medium enterprise Marketing Management of logistics should follow the people-oriented management thinking, the work follows the four principles, namely respect for the personality of marketing, understanding the spirit of co-material needs of employees; to enhance staff training together to enhance their overall quality of comprehensive skills; pay attention to staff career design, enhance their sense of direction, mission and driving force; focus on team building, develop the spirit of cooperation, and strengthen the concept of full marketing, enterprise and enthusiasm of each person to form a 1 + 1> 2 of the marketing and management effects.

Marketing positions (Position), is a modern marketing all the functions of human resource management, namely, human resource acquisition, integration, and motivation, control, adjustment and development of the foundation. That is, through job analysis, the marketing team setting a quota, quota, other posts, will be responsible for , fixed, and in the "<marketing staff job descriptions> describes the" various types of marketing staff (who), clearly do (what), why the dry (why), and whom (whom), what time to dry (when ), what place (where), how to do (how to do), the number of marketing tasks (how many), marketing costs, how much (how much) and the consequences of how to (how about), which means that <<marketing posts manual>> is the enterprise management by objectives (MBO) needs, but also the key performance indicators (KPI) assessment of the basis and foundation.

Marketing Performance (Performance), corporate marketing strategy and marketing plans and marketing personnel are closely related to job performance. Therefore, the enterprises in the market or whether it is the implementation of integrated strategic diversification strategy, the need to strengthen marketing performance evaluation, according to management by objectives ( MBO), first, enterprises should strengthen the marketing team's overall performance evaluation, and second, the marketing department marketing staff to enhance individual and group marketing performance evaluation. According to the Balanced Scorecard (BSC) strategic direction, the assessment should include sales volume, profits, profit margins, financial profitability, compliance rate, integrity, professionalism, market Innovation, customer relations, marketing services and other aspects of technical indicators. should be emphasized that, performance evaluation, whether monthly, quarterly, or a year, we must strengthen the process of management.

Compensation Management (Payment), on the basis of performance appraisal, according to Anlaoquchou, remunerated according to the principles of capital, to strengthen the marketing staff compensation management. Allocation is based on sales performance and investment shares; salary structure is divided into basic wages, salary and incentive pay task; distribution of the main form of currency in the form can also be supplemented by equity and options. It should be noted that the remuneration is not just the "labor consumption of labor compensation," but also a motivating tool to do to "just, fair and open" and, of course, Jin Zhi, promotion and training is also a special way of incentives.

2. Human resources point of view of innovation 4Cs. Culture (Culture): The enterprise Culture is formed with its own individual business objectives, values ​​and ethical codes of conduct combined. Enterprises employee-oriented, enterprise-house staff of corporate culture , is the marketing staff a good working environment, inspiring, and the formation of correct values ​​marketing staff: first, people's value higher than the value. Second, the common value is higher than personal values. Third, the social value than profit value, user value is higher than the value of production. Customer satisfaction is an important content of corporate values. in a specific context of corporate culture, marketing staff to enhance their moral training, cultural enrichment, to improve the psychological quality, service quality and comprehensive quality. excellent shape and rich corporate culture is not only a good brand image and win customer loyalty, and outstanding corporate culture can greatly improve the work of employees enthusiasm and initiative, has greatly enhanced the team spirit and the cohesion of the enterprise, employees are to maximize the potential of mining, all employees in the highly innovative work creatively inspired, get the best allocation of corporate resources, the effectiveness of the best play, and logistics market competition will naturally play into the strongest force.

Cooperation (Cooperation), according to game theory win in cooperation, logistics outsourcing and logistics services is a contradiction of the active process, is a collaborative process. The one hand, for internal purposes, marketers must not only cooperate with other marketers, but also with human resources, planning, production, quality, finance and other departments to cooperate; the other hand not only with intermediaries, customers, but also with the commodity inspection, taxation, customs, banking and other departments, therefore, a good marketing staff, should be a good master of multifaceted cooperation with others, contribute to customer success through cooperation, to achieve "win-win" or "win-win" realm.

Creativity (Creativity), human capital is a very important feature is the ability to create value more than their own. Creativity and personality characteristics, closely related to human potential, and its behavior as the flexibility, fluency and uniqueness of the three acts characteristics, while the .21 is the nature of innovation is a century of innovation characteristics of the new economy, companies need the concept of innovation, market innovation, product innovation, institutional innovation, technological innovation. Of course, the marketers of innovative labor, requires a certain attitudes, knowledge and skills support.

Credit (Credit), people in the West as "the best means of competition." In this sense, the market economy is the credit economy, honesty is a basic principle of market economy. In the Economic and trade activities, both as a credit people or as a fiduciary, the contract, the word is a basic code of conduct, "Practice makes perfect, action must be" is also a moral enterprise requirements to participate in market competition, marketing personnel to respect the "commitment" of the international practice, to improve compliance rates , while strengthening customer management (CRM), focus on credit investigation, fraud, guard against credit risk.

International Economic integration and logistics tide of globalization, to bring a lot of opportunities for development of SMEs, it also brings many challenges and threats, how to deal with an important strategy is to strengthen and improve management, particularly in strengthening the management and the market people management. small and medium sized logistics enterprises must focus on 4Ps and 4Cs, the Marketing mix, integrating a variety of resources, the real into the marketing mix, marketing mix optimization, innovative marketing mix in order to be in a highly competitive market, bigger, strong core competitiveness to win, and remain invincible.


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