Research On Marketing Strategy Of Yuchai Logistics Company

In recent years,under the influence of the overall domestic economic environment,along with the prosperity of the circulation field and e-commerce,the demand of the logistics market is showing an increasingly vigorous trend.But at the same time,the domestic logistics market has also continuously opened the industry access threshold,a large number of private logistics enterprises have been rising,which has brought unprecedented impact to the existing enterprises,and market share has been continuously divided.For Yuchai Logistics,how to concentrate superior resources and strength,open up suitable target market and achieve maximum revenue is a realistic problem of accelerating business transformation and upgrading,enhancing core competitiveness and establishing industry status.Under the above industry background and enterprise background,this paper takes Yuchai Logistics Company as the research object,and carries out the marketing strategy research by using literature method,case analysis method,induction method,4P,STP and other analysis tools.The article is divided into the following six parts: Chapter 1 is the introduction;Chapter 2 is the theoretical basis,including the definition of logistics and logistics marketing,the development characteristics of logistics industry and the division of enterprise types,the development process of industry and the analysis tools involved in the article;Chapter 3,on the basis of introducing the current situation of Yuchai logistics and business development,combs the shortcomings and fundamental questions in marketing work.Chapter Four,on the basis of introducing the vision of enterprise development and marketing objectives,and according to the analysis thought of market segmentation-target market determination-market positioning,carries out subdivision research on customer industry,product category,business attributes and regional structure,and gradually determines the target market and market positioning of enterprises,and carries out 4P-based battalion.The fifth chapter designs the safeguard measures of marketing strategy from four dimensions: personnel,infrastructure,informatization and standardization,and building industry alliance;the sixth chapter summarizes the above research.Through the above research,the following conclusions are drawn: Yuchai Logistics should regard the machinery transportation business of the group affiliated enterprises and supporting factories as the main source of income and profit,and determine that Yuchai Logistics should be a professional provider in the field of domestic machinery transportation services,and gradually grow into a contract logistics sector,with supply chain integration and automobile aftermarket as the value-added industry.Integrated Logistics Service Provider of Business Section.The development of this paper enriches the practical research results of marketing of domestic logistics enterprises,provides a complete reference for Yuchai Logistics to carry out marketing optimization work,and also provides a complete research idea for logistics enterprises to carry out marketing strategy design and research.