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物流企业定价还没有统一的标准,成本项目高低不一

2019年05月16日 来源:本站原创

目前我国大小物流企业约73万多家,但真正具有实力的综合物流巨头却屈指可数,大量民营物流企业仅经营运输、仓储等单一物流服务,起点低、规模小,基本没有形成系统的经营战略。在经营中,物流企业提供的多是单项物流服务,而非综合一体化的物流解决方案,多数物流企业仍未摆脱原始物流理念,在已有固定的大量业务面前很少形成完善的营销战略。一些富于竞争实力的民营物流企业虽考虑了营销市场的发展,但多数做的不够,且策略与国际物流企业营销水平相差甚远。面对UPS、DHL等外资物流企业的强势品牌营销,本土物流企业该如何应对? 
营销中存在的主要问题 

MUQIAN,WOGUOWULIUQIYEDEYINGXIAOWENTIZHUYAOBIAOXIANWEISIGEFANGMIAN; 

YISHI,WULIUYINGXIAOGUANLIGUANNIANLUOHOU。YINGXIAOGUANNIANSHIQIYEYINGXIAOXINGDONGDEZHINAN。RANERDUOSHUWULIUQIYEDUIMAIFANGSHICHANGRENGRANFENGXINGCHUANTONGDEJINGYINGGUANLIGUANNIAN,SHICHANGJINGYINGYISHIDANMO。JUTIBIAOXIANZAISHICHANGYINGXIAOZHISHIQIANQUE、SHICHANGGUANNIANLUOHOUYUSHICHANGGUILVDEBIANHUA、DUISHICHANGXUQIUYANJIUFENXIBUGOU、SHICHANGKAITUONENGLIBUQIANG、JISHUZHICHIXITONGBUNENGMANZUXINXICAIJIDEXUYAO。JINGYINGSIXIANGMEIYOUZHENZHENGYISHICHANGWEIDAOXIANG,RENGRANXIGUANYU “KAOGUOJIA、KAOZHENGCE、KAOXINGZHENGSHOUDUAN”DEFANGFAQUCHULIHEJIEJUESHICHANGJINGJIHUANJINGZHONGDEWENTI。FUWUYISHILUOHOU,ZUODENGKEHUSHANGMENDEXIANXIANGPUBIANCUNZAI,FUWUFANGSHIHEXIANGMUYUANBUNENGSHIYINGKEHUDEXUQIU;RENGTINGLIUZAIJIHUAJINGJIJIEDUAN,MEIYOUTUICHUSHIYINGKEHUDUOYANGHUADEFUWUXIANGMU,FUWUZHILIANGJIAODI。 

ERSHI,FUWUCELVERENSHIBUZU。WULIUFUWUSHIWULIUQIYECHANPINDEYIZHONGTESHUBIAOXIANXINGSHI,SHIZHIWULIUQIYEWEILEMANZUWULIUFUWUXUQIUZHEDEGEZHONGXUQIUERTOURUDERENLI、WULI、CAILIDECHANCHUBIAOXIAN,WULIUFUWUDEZUIZHONGMUDESHIYAOWEIFUWUXUQIUZHETIGONGYIZHONGXUQIUKEDEXINGDEBAOZHENG。WULIUFUWUDEGOUCHENGCHENGFENJIQIZHILIANGSHUIPINGJINGCHANGBIANHUA,HENNANTONGYIJIEDING。WULIUQIYETIGONGDEFUWUBUKENENGWANQUANXIANGTONG,YUANGONGTIGONGDEFUWUYEBUKENENGSHIZHONGRUYI。YUCHANPINSHENGCHANXIANGBIJIAO,WULIUQIYEWANGWANGBUYIZHIDINGHEZHIXINGFUWUZHILIANGBIAOZHUN,BUYIBAOZHENGFUWUZHILIANG;WULIUFUWURONGYIXIAOSHI,BUKECHUCUN。WULIUQIYEZAIWEIGUKEFUWUZHIHOU,FUWUJIULIJIXIAOSHI,GOUMAILIEZHIFUWUDEGUKETONGCHANGWUHUOKETUI,WUFAYAOQIUQIYETUIKUAN,ZENGJIAXUQIUZHEDEWULIUCHENGBEN。ZHEIJIUYAOQIUWULIUQIYEYOUMINGQUEDEWULIUFUWUCELVE,DANXIANJIEDUANWOGUOYOUWANSHANWULIUFUWUCELVEDEWULIUQIYEBINGBUDUO。 

SANSHI,DINGJIATIXIBUWANSHAN。WULIUQIYEDEDINGJIAHEHENDUOYINSUYOUGUAN,WOGUOWULIUQIYEDINGJIAHAIMEIYOUTONGYIDEBIAOZHUN,CHENGBENXIANGMUBUXITONG、QUANMIAN。WULIUQIYEZAIJINXINGDINGJIASHIYOUSHIZHIKAOLVDAOLEZISHENCHENGBENYINSU,MEIYOUKAOLVDAOWULIUFUWUDEXIAOLVSHIFOURANGGUKEMANYI,DAOZHIYIXIEGUKEBUMAN。YOUXIEQIYEZEMANGMUGENSUISHICHANG,ZAIWEINENGXIANGKEHUTIGONGYOUZHIGEXINGHUAFUWUDEQIANTIXIA,DINGJIASHENZHIGAOYUSHICHANGJIAGE,YIZHIYUGUKEXUANZELENENGGOUTIGONGTONGDENGFUWUDEWULIUQIYE。ZHANGCIYIWANG,ZEHUIYINLIUSHIKEHUERZUIZHONGBEISHICHANGTAOTAI。 

SISHI,CUXIAOCELVELUOHOU。WOGUOWULIUQIYEDEFAZHANSHANGBUCHENGSHU,ZAICUXIAOCELVEFANGMIANHAICUNZAIXUDUODEBUZU。ZHUYAOBIAOXIANWEI:XUANCHUANLIDUBUGOU。GUONEIXIANYOUDEGUANGGAOMEITIZHONGYIYUELAIYUEDUODEKANDAOGUOWAIWULIUQIYEDESHENYING,BIRUTNTWULIUZAIZHONGYANGDIANSHITAIDIERTAOWANGPAILANMU——《JUEDUITIAOZHAN》DEHUANGJINSHIJIANDANGDEGUANGGAOXUANCHUANDENGDENG。ERGUONEIWULIULINGJUNQIYEJIBENWEISHEZUGUANGGAOCHUANMEIYINGXIAOSHICHANG,CHUANTONGDEZHONGYUANWULIU、ZHONGYOUWULIUDENGQIYEYEJINTONGGUOJINGYINGYUNZUOZHONGYUNSHUCHELIANGDENGDEXINGMUBIAOZHIJISHOUZHONGLIUYOUJIANDANDEYUNSHUYEWUYINXIANG,MEIYOUXINGCHENGZONGHEWULIUQIYEGAINIAN。XIANYOUTONGGUODIANSHICHUANMEIXUANCHUANDEJINYOU1999NIANYUFedexHEZIZUJIANDEDATIAN-LIANBANGKUAIDIYOUXIANGONGSIDENGSHOUGUOWAIWULIUQIYELINIANYINGXIANGSHENYUANDEJIJIAQIYE,ZHIYUGUONEIZHONGDAHUODONGZHONGDEGUANGGAOYINGXIAO,JIBENHENSHAOJIANDAOGUONEIWULIUQIYEDESHENYING。GENGZHIDEYITIDESHI,TONGGUOHULIANWANGJIANLIZIJIWANGZHANDEGUONEIWULIUQIYEWEISHUBUDUO,YOUDEYEDUOYIWULIUYEWUCAOZUOBANKUAIWEIZHU,JISHAOZHONGSHIYINGXIAOXUANCHUANDEBUFEN。XUANCHUANCHUANGYIBUGOU。UPS、LIANBANGKUAIDIDENGGUOJIWULIUJUTOUZAIDAJUJINGONGYINGJIANZHONGGUOWULIUWANGLUODETONGSHIYEJINJINZHUAZHULEWULIUYEWUYIFUWUWEIBENDELINIAN,DADAQINQINGPAI、YOUZHIFUWUPAI,ZAIGUANGGAOCIZHONGDALIANGXUANRANFUWUZHILIANGCHENGFEN,DUIQIYEYUANGONGSUZHIDEYAOQIUYUYEWULIUCHENGDEYOUXIAOJIEHEYESHIYUYONGHUJIECHUZUIJINMIDEYINGXIAORENYUANJIYONGHULIUXIALELIANGHAODEFUWUYINXIANG,JIDADEKUOZHANLEZIJIDEYEWUQUNTI。 

另外,其广告宣传中也多使用人性化理念、团结协作为用户奉献最大能力等内容,较易打动国内受众。这正与国内物流企业仅有的通过宣传运输配送速度等初始物流服务质量指标形成了鲜明的对比,将其至于不利的营销境地。宣传手段单一。多数国内物流企业仅针对现有固定用户群供应链关系的维系,极少考虑扩展用户范围,根据企业发展的经历、经营的主要特色业务等提出富于创意的营销策略与实行措施。企业面对利润较高的配送、流通加工与包装、物流咨询等增值服务没有提出相应的市场营销方案,多数的经营着眼点都放在生资等传统储运这样业务量大但单位利润较低的物流服务上,而将这块 “大蛋糕”拱手相让于国外竞争对手。 
应采取哪些营销对策 

SUIZHEWAIZIWULIUQIYEXIANGZHONGGUOWULIUSHICHANGJINJUNBUFADEJIAKUAI,ZHONGGUOWULIUXINGYEDEJINGZHENGRIYIJILIE,GUONEIWULIUQIYEYAOXIANGZAIJILIEDESHICHANGJINGZHENGZHONGYOUZIJIDEYIXIZHIDI,BIXUZHONGSHIHEYINGYONGXIANJINDEYINGXIAOCELVEHESHOUDUAN。ZHIYOUYONGXIANDAIYINGXIAOLINIANLAIJINGYINGWULIUQIYE,YIKEHUWEIHEXIN,KAIZHANZHENDUIXINGDEYINGXIAOCELVE,JIANLIZHANGQI、SHUANGYINGDEKEHUGUANXI,CAINENGSHIQIYEZAIJINGZHENGZHONGLIYUBUBAIZHIDI。 

SHOUXIAN,YAOTIGAOWULIUQIYEDEYINGXIAOGUANLIGUANNIAN。QUELIQIYEZHENGTIYINGXIAOGUANNIAN,SHIQIYESUOYOUBUMENHEYUANGONGJINMIDEXIEZUO,GONGTONGSHIXIANLIXIANGDEJINGYINGYEJI。XIANDAIYINGXIAOQIANGDIAODEZHENGTIGONGFANGNENGLI。QIYEYINGDANGGENJUSHICHANGKAIFAXUYAO,JIANLIXIAOSHOUZUZHITIXI、SHICHANGXINXIGUANLITIXI、MUBIAOHEJIHUAGUANLITIXI,TONGGUOWANSHANDEXIAOSHOUGUANLITIXIMINGQUEXIAOSHOUGUANLICENGCIJIQIZHIZE、GONGZUOBIAOZHUNHEGONGZUOLIUCHENG,JIANGMUBIAOSHICHANGHESHICHANGMUBIAO、XIAOSHOUGUANLIRENYUANHEYEWUYUAN、JINGXIAOSHANG、SHICHANGXINXIYIZUIJIAFANGSHIZUZHIQILAI,CHONGFENFAHUIQIYEDEZHENGTIGONGFANGNENGLI,ZUIDAXIANDUDEZHANLINGSHICHANG,SHIXIANZUIJIADEYINGXIAOMUBIAO。 

QICI,FUWUCELVEDEZUIYOUHUA。WULIUFUWUZUOWEIWULIUQIYECHANPINDEBIAOXIANXINGSHI,WULIUFUWUDEZUIZHONGMUDESHIYAOWEIFUWUXUQIUZHETIGONGYIZHONGXUQIUKEDEXINGDEBAOZHENG。WULIUQIYEDEJIBENFUWUNEIRONGBAOKUOYUNSHU、CHUCUN、PEISONG、BAOZHUANG、LIUTONGJIAGONG、WULIUXITONGSHEJIWULIUFUWUDENGYIJIYUQILIANXIDEWULIUXINXIFUWU,QIFUWUMUDESHIWEILEMANZUGUKE(BAOKUONEIBUHEWAIBUKEHU)DEWULIUXUQIUERKAIZHANDEYIXILIEWULIUHUODONGDEJIEGUO。TONGCHANG,WULIUFUWUXUQIUZHEDEXUYAOZHUYAOBIAOXIANWEIGENGGAODEZHILIANG、GENGKUAIDESUDU、GENGDADEANQUANXING、GENGJIADEXIAOYI、GENGDUODECANYUXING。YINCI,WULIUQIYEDUIWULIUFUWUDENEIRONGXUYAOCONGZHILIANGYUANQUAN、SHIJIANYUXIAOLV、JIANCHAYUKONGZHI、JIEYUEYUZENGZHIDENGFANGMIANYUYIKAOLVSHIXIANZUIYOUHUADEFUWU。 

ZAIZE,WANSHANDINGJIATIXI。WULIUQIYEZAIJINXINGDINGJIASHIXUYAOYANGEKAOLVCHENGBENYINSU,WANSHANCHENGBENXIANGMUTIXI,SUOZHIDINGDEWULIUFUWUJIAGEBIXUNENGWEICHIQIYEJIXUSHENGCUN;WULIUQIYEHAIYINGGAIKAOLVDAOQITIGONGDEWULIUFUWUXIAOLVSHIGUKEMANYI,RUGUOWULIUFUWUXIAOLVGUODI,JISHISHICHENGBENJIAYEBUHUIYOUGUKEXUYAONIDEWULIUFUWUCHANPIN;WULIUQIYEDINGJIASHIHAIXUYAOKAOLVSHICHANGJIAGESHUIPING,RUGUOQIYEDINGJIAGAOYUSHICHANGJIAGESHUIPING,QIETIGONGDEWULIUFUWUZAIWULIUFUWUGONGJISHICHANGSHANGJUYOUTONGZHIXING,GUKEJIUKENENGHUIXUANZEQITADEWULIUQIYE,ZHEIYANGJIURONGYISHIQUKEHUSHICHANG,HENKUAIBEISHICHANGTAOTAI,ZAOCHENGQIYENANYISHENGCUN;WULIUQIYEDINGJIASHIYINGGAICANZHAOZISHENDEWULIUFUWUNENGLI,FOUZEJIGUKEZAOCHENGSUNSHIHUIJIQIYEBENSHENDAILAIGENGDADESUNSHI。 

ZUIHOUSHIJIADAXUANCHUANLIDUHEXUANCHUANCHUANGYI、SHIXIANXUANCHUANSHOUDUANDUOYANGHUA。GUONEIQIANGSHIWULIUQIYEYINGZAIXUANCHUANYINGXIAOCELVEFANGMIANJIYUZUGOUZHONGSHI,ZAIQIYEYINGXIAOBUMENCHENGLIZHUANMENDEFUZEJIGOUZHIDINGFANGAN,QIYEGAOCENGYEYINGZAIYINGXIAOZIJINFANGMIANCHONGFENKAOLV,ZAIXIANYOUDEZIJINCHUBEIZHONGKEXUEJUECE,QUEDINGYIDINGSHUEDEXUANCHUANYINGXIAOZIJINZHICHI。TONGSHI,YINGCHANGSHIJIEJIANBINGCHUANGZAOSHIHEZIJIDEYINGXIAOFANGAN,BINGJIJITUIGUANG。KEYIZUJIANCHENGLIWULIUYINGXIAOZHANLVETONGMENGDENGXIEHUIJIGOU,GUANGFANJIAOLIUYINGXIAOJINGYAN,JIAQIANGXIANGHUXIEZUO。QIYETONGSHIYEYINGZHONGSHIHEKEYANYUANSUOJIGUOWAIWULIUQIYE、YANJIUJIGOUDEHEZUO,TANTAOGUONEIWULIUQIYEXUANCHUANYINGXIAOFAZHANDEQIANJINGYUFANGFA。RUZHAIJISONGDEXIAOYUANXINGBAOWULIUYINGXIAOCELVE、BAOGONGSHELIWULIUJIANGXUEJINDENGDOUSHICHUANGXINXINGDEXUANCHUANYINGXIAOSHOUDUAN,ZHONGGUOWULIUYUCAIGOULIANHEHUIDENGXINGYEXIEHUIXIETONGWULIUXIANGGUANQIYEJINXINGDEGEXIANGWULIUQIYEDEPAIMINGYUPINGXUANYESHIYIZHONGYOUXIAODEJIANJIEYINGXIAOCELVE。 

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