Marketing And Operation Strategy Of Third Party Logistic Enterprise

Along with the globalization of the world's economy and the logistic market has become more open after China joined the WTO. The increase in China's logistic efficiency can increase China's enterprise competitiveness as well. The development in the modern logistic industry can improve the quality of Economics and bring benefits. The competition in the logistic market has become more intense in China now. Enterprise strategy is an important element that influences the survival and development of an enterprise. This gives a serious challenge to Chinese third party logistics (3PL) enterprise. Therefore, studying the strategy of 3PL enterprises has a very important value on related theory as well as its practice. This article use the strategy management, third party logistics theory (3PL) and marketing management theory. We have received the latest research results and achievement from the theory and methodology such as enterprise strategy and third party logistics (3PL) enterprise. Therefore the framework of third part logistics distribution strategy has been established through the systematically analysis and practice. This article analyses the relationships and mechanisms between the variables such as the external environment, internal resource and capacity, core competence etc. Through the empirical research of Tianjin Datian Group Company's strategy, some valuable suggestions can be used to foster the 3PL enterprise's sustainable development. The strategy suggestions also can increase China's third party logistics enterprise of the core competitive power.Using the PEST model, the "five force" model, the classification and comparative model, this paper analyses the external environment of 3PL enterprises from the three aspects - the macro environment, the industrial environment and competition environment, and found that Chinese 3PL enterprises is now faced with the challenges and opportunities. There are a variety of disadvantages besides the advantages in Chinese 3PL enterprises. This article provides a valuable factual basis to the strategic management activities to Chinese 3PL enterprises.Through analyzing the constitute element of internal resource and the competition, the paper establishes an evaluation index system, which is an essential step to judge and lift the level of competence on the 3PL enterprises. From different aspects such as amount, scale, market share, operating network, technology level, management mechanism, logistic services and operating efficiency, this dissertation details the characteristics of the present state of Chinese 3PL enterprises.By summarizing the critical factors that leading to success, this dissertation also builds a value chain model of 3PL enterprises and gives the theory about 3PL enterprise's core competence,which is through technology, management and market ways to achieve this goal. Research indicates that adopting a flexible approach and method, strengthening the construction of core capacity are the important ways to upgrade the core competence of 3PL enterprise.Actual environment and own development condition which combine Chinese third party logistics (3PL) enterprise, according to the successful example of foreign logistics enterprise from composing main factor and the two-dimensional angle of view of the formation path of core competencies. Marketing position strategy and operation strategy plan can be used after the third party logistic has been established. Emphasis on the effective choice and the implementation of suitable strategies are studied. These form the core resources & capabilities of enterprise. This can then grow the core resources and ability of becoming the third party logistic enterprise sooner and more effectively.Through utilizes "BCG Matrix" tool, establishes the logistic distribution allocation play an important roll in Tianjin Datian Group Company's logistic development plan. Emphatically through the enterprise SWOT analysis, the market customer main demand analysis, tools and so on, main competitor situation analysis, forms the market localization strategy, and coordinates operation conformity enterprise internal and external resources and ability. Through these approaches, Chinese 3PL enterprise would achieve the competence advantages and get a sustainable development and prosperous future...