近十年物流企业营销研究综述  

Summary of Logistics Enterprise Marketing Research in Recent Ten Years

作　　者：赵诚潇 Zhao Chengxiao(Faculty of Management and Economics,Kunming University of Science and Technology,Kunming 650093,Yunnan,China)

机构地区：[1]昆明理工大学管理与经济学院,云南昆明650093

出　　处：《中国商论》2024年第12期117-120,共4页China Journal of Commerce

摘　　要：文章对2013—2023年有关国内物流企业营销研究文献的搜集与分析,发现目前国内物流企业营销策略发展较为迅速,但仍面临着企业营销思维不够完善、市场调研不够充分、营销技术落后、员工素质有待提高等问题。本文以完善企业营销概念以及推进数字化建设,完善市场调研分析,改善员工素质为突破口,提出了五点解决办法:提高服务人员素质、改进营销技术、提高服务营销意识、推动营销数字化转型、完善市场调研体系、规范信息化建设与完善数据采集与管理机制。本文主要研究国内学者研究成果,因此日后可以国外学者研究成果为主要研究对象,研究方向包括物流企业营销市场细分、物流企业营销不足关联程度分析等。Based on the collection and analysis of research literature on domestic logistics enterprise marketing from 2013 to 2023,it has been found that the development of marketing strategies in domestic logistics enterprises is relatively rapid.However,they also face challenges such as inadequate marketing mindset,insufficient market research,outdated marketing technology,and inadequate employee skills.To improve the marketing concept and promote digitalization,it is suggested to focus on enhancing the quality of service personnel,improving marketing technology,increasing marketing awareness,driving digital marketing transformation,improving the market research system,standardizing information construction,and enhancing data collection and management mechanisms.This paper mainly studies the research outcomes of domestic scholars;thus,future research could focus on the findings of foreign scholars.Research directions could include market segmentation in logistics enterprise marketing and analysis of the correlation of marketing deficiencies.

关 键 词：物流企业 供应链 营销策略 物流服务营销 数字化转型 

分 类 号：F259.23[经济管理—国民经济]