Research On Marketing Strategy Of F Logistics Company Based On Customer Segmentation

First of all,over the past 40 years of reform and opening up,the increasing China's economic scale and import and export trade volume,the rapid development of the global economy and the accelerated promotion of the “Belt and Road” have enhanced the endogenous power and provided a broad market for China's logistics industry.Secondly,as an important part of modern logistics,third-party logistics together with manufacturing has been rapidly promoted with the promotion of the national ministries and commissions.Finally,with the requirement of German Industry 4.0 and China Manufacturing 2025,the third-party logistics also entered a new stage of focusing on quality and efficiency improvement.The modern logistics industry represented by third-party logistics has entered a new stage of development affected by the above factors,facing unprecedented opportunities for development.F Logistics company is a Suzhou branch of a group company in China,which mainly develops third-party logistics business.In recent years,the company's development has faced great problems: the declining receivables and gross profit,the outdated marketing concept,the serious turnover of personnel,the unreasonable product structure and lack of the innovation.As the industry's fierce competition,companies need to integrate customer resources,stabilize customer relationships,strengthen customer relationship management,and enhance customer value.Therefore,F logistics company responding to the 2020 business multiplication plan proposed by the group company strengthens customer relationship management,enhances customer loyalty and customer satisfaction,which is very meaningful in reducing customer churn and increasing company revenue.The premise of successful corporate marketing is to have good customer relationship management whose premise is customer segmentation.In the first section,the paper introduces the related theories of customer segmentation,third-party logistics,4P+4C marketing mix.The following section analyzes the actual situation of F logistics company,and points out the problems existing in the company's current marketing in terms of service capability and customer demand.Then,customer value-customer loyalty matrix is constructed to segment customers by the STP theory,confirm market positioning and establish the target market according to customer needs.Finally,using 4P + 4C marketing theory,the marketing strategy of F logistics company is proposed in four aspects: customer demand-oriented product strategy,improving customer total value pricing strategy,improving customer convenience-oriented channel strategy and improving customer communication-oriented promotion strategy.This article has certain reference significance for the group's other molecular companies and even other third-party logistics companies in the formulation of marketing strategies.