1, we should pay attention to logistics strategy in marketing strategy combination.
The traditional 4PS marketing strategy system, including product strategy, price strategy, channel strategy and promotion strategy, does not mention logistics strategy, which shows that people have not paid enough attention to the important role of logistics strategy in marketing. Facing China's entry into WTO, we should add logistics strategy into the marketing strategy system and change the traditional 4PS marketing strategy system into 5PS marketing strategy system.
It turns out that as early as 19 16, marketing expert Arch Shaw first discussed the role of logistics in circulation strategy in the book Countermeasures to Business Problems. In the same year, L. D.H Weld pointed out that marketing has three effects. That is, ownership utility, space utility and time utility, and the concept of circulation channel is put forward, which is a more comprehensive understanding of the role of early logistics activities in marketing. See you later, Fred. Clark, a famous marketing expert, further brought logistics into the research scope of marketing behavior in his book "Marketing Principles" 1929. It can be said that logistics theory was originally produced in the process of learning marketing theory and served for marketing, but later, it seems that the two are increasingly separated. When people talk about marketing,
In fact, logistics is a very important factor in marketing. Whether users can accept the products of the enterprise and become market members of the enterprise is only a very practical measure, that is, whether they can get the qualified products and services of the enterprise in time with good quality and quantity, no matter how good your products are, high quality and low price, and good promotion language, if your products can't be delivered to users in time, or even if they are delivered, the delivery cost is high and the service quality is poor, and everything is empty, users will not choose you. Therefore, any enterprise at home and abroad, engaging in marketing and opening up the market, takes logistics as the most important consideration. From the United States at the beginning of the last century to Japan in the 1950s, the history of enterprise development is actually a history of paying more and more attention to logistics. The more the economy develops, the more enterprises develop, and the more attention is paid to logistics. Logistics can be said to be a restrictive factor in the development of enterprises. It is also the profit source of enterprise development. At present, some well-known enterprises in the world, such as Wal-Mart, General Electric, IBM and McDonald's in the United States, NEC, Panasonic, Toyota in Japan and Haier in China, regard logistics as a very important supporting strategy in marketing. P&G easily opened the China market by several shipments with Baogong Company. Relying on the logistics networks in Hongkong and Shenzhen, IBM has gained a firm foothold in the China market. They are both marketing experts and logistics operation experts, so they are also logistics marketing experts.
On the other hand, a marketer can't do marketing well if he doesn't know logistics. If you don't know logistics, you don't know how to choose distribution channels, how to set reasonable prices, how to choose promotion methods and how to open up markets. For example, if McDonald's wants to open the China market, it must first consider how many distribution centers it has in China, where to purchase, where to process, where to store, which chain stores to supply, and so on. Without these logistics plans, McDonald's will blindly explore the market everywhere, and as a result, the market will come out, but the raw materials or products can't be supplied, but the cost is high. This kind of marketing, either the market cannot be developed, or even if it is developed, it will make a loss and a few losses. Some people may say that for decades, we have been using the 4PS marketing system, and it seems that we have not encountered anything unsatisfactory in operation. Why innovate now? The reason is simple, but the situation is different. In China, marketing has a history of more than 20 years, especially before the mid-1990s, the domestic economic development level was generally not high, relying on the first and second profit springs, and there was still room for profit, so people's logistics concepts and logistics awareness could not be mobilized. In addition, at that time, people's marketing was still in the primary stage, just following and digesting the traditional marketing concept, not to mention keeping pace with the times, innovating and developing, or having the idea of improving and innovating in their minds, but it has not yet formed a climate, so it has not been put forward. In fact, since the mid-1990s, due to the economic development of China to a certain extent, the fact that logistics has increasingly become the bottleneck and profit source of enterprise economic development has been recognized by more and more people. Especially with some powerful foreign enterprises entering China and starting the practical operation of logistics marketing, people gradually realize the importance of logistics marketing to marketing.
2. The significance and function of marketing logistics strategy.
The logistics strategy of marketing refers to all measures and strategies to expand the market and promote sales through logistics, which includes many specific contents: for example, product entity distribution strategy and supply chain marketing strategy; Third-party logistics strategy; Commodity separation strategy; Joint distribution strategy; JIT delivery strategy, etc.
Product distribution strategy is the distribution logistics network strategy of product entities in the distribution market, including logistics network planning, network layout, distribution center construction, distribution planning, distribution organization and distribution business. The role of distribution strategy in marketing is to support the development of the market. Developed markets are only possible if there is a real logistics support network. The second is to ensure the operation of developed markets. The operation of a market needs to actually sell products to users, and products should be stored, transported, supplied and delivered. This requires a powerful logistics network system to actually operate, so as to ensure the normal operation of business and the operation of the market. Without the guarantee of this distribution logistics network, this distribution market will be difficult to maintain. The third is to reduce logistics costs and improve customer service. If marketing can carry out good logistics planning, it can use logistics optimization scheme, which can greatly reduce logistics costs and, more importantly, improve the service level to customers. For customers, due to punctual delivery, quality and quantity, and low delivery cost, it can greatly improve customer satisfaction, win customers' hearts and win the market. For enterprises, they can also merge because of greatly reducing operating costs and improving economic benefits. The fourth is the role of publicity and advertising. Objective facts are the best advertisements. As long as the market we develop has a good logistics support system and runs well, it will be recognized and appreciated by users. This fact itself is an invisible advertisement, which can publicize, influence and attract more users to join our market, and also achieve the purpose of marketing.
Supply chain marketing strategy is a marketing strategy using supply chain mechanism. The so-called supply chain mechanism is an enterprise chain system established to improve and expand the level of meeting users' needs, which links related production, supply and sales. The purpose of the whole supply chain is to meet the needs of users to the greatest extent and to maintain, consolidate and expand the market. The basic approach is to establish a supply and marketing alliance, carry out comprehensive coordination and cooperation, ensure, consolidate and expand market demand, and achieve the best marketing effect.
Third-party logistics strategy is a strategy to choose "outsourcing", "self-management" and "joint operation" logistics business model according to specific conditions. Its purpose is to choose a logistics mode with high cost and high service level to respond and repay users. This will help improve customer satisfaction, thus stabilizing and consolidating the existing market, attracting and expanding new markets, and achieving the purpose of marketing.
Commodity separation strategy is a strategy to operate commodity flow and logistics independently. Joint distribution strategy is to adopt a variety of joint distribution strategies. Just-in-time delivery strategy is a strategy to deliver the required products to the required places only when users need them. The purpose of these strategies is to serve customers with high service level and low cost, which can stabilize and develop the customer base, consolidate and expand the market and achieve the purpose of marketing.
3. Problems to be solved in the current development of logistics marketing
Logistics marketing is a new formulation, and we must first unify our understanding. Logistics marketing can not replace traditional marketing, it is an integral part of marketing and the inevitable development of traditional marketing system under the new situation. The characteristics of this new situation are: first, in the face of WTO, the market space has expanded to the whole world, and it must be supplemented by logistics actions to achieve market expansion; Second, the economy is developing to a higher level, and logistics has become the bottleneck and profit source of economic development and market expansion; Third, with the integration of the world economy, it is inevitable that powerful enterprises in the world will compete fiercely for the market. And the enterprises that can come out against our enterprises in the world are all logistics marketing experts. If you don't carry out logistics marketing, it will be difficult to fight them. Therefore, we must establish our logistics marketing strategy in a short time from now on.
Logistics marketing can provide strong support and reliable guarantee for developed markets, reduce costs and improve customer service. It is the most practical marketing method, and it is the marketing method that is closest to customers and can buy customers' hearts. Good logistics operation can make customers get tangible benefits, thus attracting customers, consolidating and expanding the user base, consolidating and expanding the market scope, and thus receiving good marketing results.
Finally, to carry out logistics marketing, we must improve the logistics quality and logistics planning level of marketing personnel. We have entered a logistics era, and everyone must improve the quality of logistics. Without high-quality logistics marketing talents, developing logistics marketing has become an empty talk.
Here is some information: ki.com.cn/Article/CJFDTotal-JYGU200412024.htm.