Research On The Marketing Strategy Of The Third Party Logistics Enterprises In Thailand Based On 7PS Theory

With the rapid development of modern economy and technology,logistics has become one of the new dynamic industries with great potential.Thailand logistics industry has great significance for Thailand’s economic development.In 2015,about 60% of Thailand’s GDP is dependent on exports,and the logistics industry is a powerful guarantee Thailand’s export-oriented economy and become the fourth pillar industries of Thailand.Since 2013,ASEAN logistics market fully liberalized,and the challenge and the opportunity of development coexist in Thai logistics industry.How to strengthen the management of logistics industry in Thailand according to the higher requirements of AEC,and promote the development of logistics industry in Thailand,enhance the competitiveness in the increasingly fierce competition in the ASEAN logistics market,has already become a particularly important topic to Thailand.Thailand TPL is currently mainly used in specialized marketing strategy,integrated logistic service marketing strategies,and differentiated the TPL marketing strategies and event TPL marketing strategy.The main problem of Thailand TPL contains marketing backward concept in logistic sales,lacking of flexible marketing strategy and did not form a complete logistics and marketing system,etc.But Thailand’s third-party logistics enterprises also have advantages in information technology,EDI,network marketing,e-commerce and others.Currently,Thailand’s FTA program has started,and the Government is actively promoting the development of industrial.The demand of service in modern logistics industry is keeping on increasing.But there are also some disadvantages,such as the third party logistics enterprises are small-scale,the lack of logistics professionals and management experience,etc.AEC has brought new challenges to Thai logistics industry,and the industry’s competition is increasing,which also a threat to the development of Thailand’s TPL enterprises.Therefore,Thailand TPL should its innovative marketing strategies from seven aspects.In terms of price,TPL should take competition-oriented pricing strategy,dynamic pricing policy based on customers’ value,and the Alliance business pricing strategy.In terms of channel,TPL should change from pyramid structure to the horizontal organization structure,and carry out carry out franchise business channel strategy innovation.In terms of marketing strategy,TPL can take the logistics business advertising strategy,public relations strategy,logistics enterprises personnel logistics enterprises marketing,sales and distribution business promotion strategies.In terms of Product strategy,TPL can actively provide customers with tailor-made logistics solutions,the implementation of "full quality" service,and constantly improve the whole process of logistics services.In terms of Personnel policy,TPL can achieve security staff quality;strengthen personnel training,to build "one to one marketing" team.In terms of process Strategy,TPL can actively carry out the concept of innovation,to push organizational innovation,implementation of technological innovation,market innovation.In terms of Service strategy,TPL should pay attention to the integration of marketing communication,the effective delivery of service location information and the effective delivery of product features,etc.