Research On Marketing Strategy In ISH Logistics

When the market segments and servicing products are increasingly homogenized, the competition for market gradually evolves into the "price war", and for the enterprises previously relying on diversified competition to be advantageous in market segments, how will they reestablish the advantages?China’s logistics industry is in a new round of restructuring, the market structure is unknown, the homogenization of market segments for third-party logistics becomes more significant, the competition in the market segments is more intense, the homogenization makes full competition return to price competition, and the previous competitive advantages are not existent. How to maintain competitiveness and effectively defend and expand the market is a long-term concern for enterprises.In this paper, we focus on an old-brand enterprise with typical research value in the third-party market segments, to learn how to reestablish competitive advantages by marketing strategy planning, effectively defend fierce offensive from the existing competitors and expand market share.This paper takes the "formulation of marketing strategies of ISH Logistics" as the objective,4C marketing management theory as the guiding. Analysis ISH company external and internal factors by SWOT, and then, put forward the "integration of supply chain logistics" as guide marketing strategy. Afterward, formulates an appropriate marketing combination strategies based on this guide strategy. Finally, this paper explains and designs the guarantees from organizational structure, process reengineering, performance appraisal, HR development and other aspects, to implement the marketing strategies of ISH Logistics.