论文总字数：17730字

摘 要

十三五规划以来，经济结构改革优化不断完善，伴随着经济的增长，中国巨大的物流需求和第三产业市场增长潜力吸引了国内外各种资本纷纷投入到中国的物流市场。各家企业都看好中国物流行业的发展前景，这使得中国物流服务市场的竞争日趋激烈。而作为央 企背景的中外运长江物流能否在大市场的竞争环境里脱颖而出，成为同行业中的佼佼者，面临考验的是企业两种能力，一是纵向的物流服务整合能力，二是横向的内部协同管理能力。信息化水平的提升，使得传统的优势如低成本劳动、物流资源、垄断的市场或成型的技术等都已经渐行渐远，为获得直观的竞争优势要求组织企业层面能够全面理解客户和他们所需求的附加价值。十三五时期的发展方向是朝着一体化发展，这和整合营销的理念相契合，企业致力于加快业务结构、经营模式、企业管控等方面的转变，才能对客户的需求反应最优化，在潮流暗涌的市场竞争中获胜。

本次论文研究希望以中外运为研究对象，以竞争战略理论为基础，运用宏观环境和微观环境分析、SWOT分析等方法，分析中外运长江有限公司竞争所处的内外部环境，及在竞争中具有的优势、劣势和面临的机遇、威胁，在此基础上，制定整合竞争战略，提出相应的实施保障措施，对于中外运物流业务未来的市场竞争具有重要的指导意义。

关键词：整合营销；中外运；物流企业

Problems and Countermeasures of Integrated Marketing Strategy in Logistics Enterprises

——Take SINOTRANS CHANGJIANG.Co., Ltd. as an example

Abstract

Since the 13th Five-Year Plan, the reform and optimization of the economic structure has been constantly improved. With the economic growth, China"s huge logistics demand and the growth potential of the tertiary industry market have attracted a variety of domestic and foreign capital to invest in China"s logistics market. All enterprises are optimistic about the development prospects of China"s logistics industry, which makes the competition of China"s logistics service market increasingly fierce. As the background of the central enterprises, whether the logistics of Sinotrans can stand out in the competitive environment of the big market and become the leader in the same industry is facing the test of two kinds of capabilities of enterprises: one is the ability of vertical logistics service integration, the other is the ability of horizontal internal collaborative management. With the improvement of informationization level, traditional advantages such as low-cost labor, logistics resources, monopolized market or shaped technology have been gradually fading away. In order to gain an intuitive competitive advantage, the organizational level of enterprises should be able to fully understand the customers and the added value they need. The development direction of the 13th Five-Year Plan period is towards integration, which is in line with the concept of integrated marketing. Enterprises are committed to speeding up the transformation of business structure, business model, enterprise management and control, so as to optimize the response to customers"needs and win in the market competition with surging tide.

This paper hopes to take Sinotrans as the research object, based on the theory of competitive strategy, use macro-environment and micro-environment analysis, SWOT analysis and other methods to analyze the internal and external environment of Sinotrans Yangtze River Co., Ltd. competition, as well as its advantages, disadvantages, opportunities and threats in competition. On this basis, it formulates an integrated competitive strategy and puts forward the corresponding reality. The implementation of safeguard measures has important guiding significance for the future market competition of Sino-foreign logistics business.

Keywords:Integrated Marketing; Sinotrans; Logistics enterprises

目 录

摘 要

Abstract

第一章 绪论

1.1研究背景

1.2研究的意义

1.2.1理论意义

1.2.2实践意义

1.3研究思路

1.4本文创新点

第二章 理论与文献回顾

2.1整合营销理论

2.1.1整合营销定义

2.1.2整合营销内容

2.1.3 5R理论内容

2.2 文献综述

第三章 物流企业整合营销环境分析

3.1中外运长江有限公司营销环境分析

3.1.1宏观环境分析

3.1.2微观环境分析

3.2中外运长江有限公司发展现状

第四章 物流企业整合营销策略研究

4.1外运长江经营SWOT分析

4.1.1优势（strength）分析

4.1.2劣势（weakness）分析

4.1.3机会（opportunity）分析

4.1.4威胁（threat）分析

4.2采取5R营销策略

4.2.4获得认可

4.2.5培养关系

第五章 中国外运长江有限公司整合营销对策建议

5.1服务产品策略

5.2服务营销策略

5.3品牌策略

第六章 结论

6.1本研究主要结论

6.2本研究的局限性

6.3研究展望

致 谢

参考文献（References）

第一章 绪论

1.1研究背景

“一带一路”合作倡议的纵深推进，我国的物流行业业呈稳定增长趋势，产业规模不断扩大的同时，物流总费用规模也不断扩大。物流总额方面现在主要表现为稳中有升，2018年我国全社会物流总额为283.1万亿元，同比增长6.4%，2018年物流业总收入10.1万亿元，比上年增长14.5%，增速比上年同期提高了3个百分点，整体看来物流总额屡创新高，行业不断突破，体现出我国在物流行业的需求旺盛，但是也不得不考虑物流费用的突飞猛进。

另一方面，我国物流固定资产投资也随着物流产业发展正在快速增长，现代物流基础设施不断完善。到2018年底，我国高速公路里程已达21.7万公里，高速铁路里程达2.7万公里，分别位居全球第一。目前我国已建成干支相互衔接的水运网络体系，沿海港口整体水平处于世界前列，全国内河通航里程达到12.90万公里，新增内河高等级航道达标里程700公里、沿海万吨级泊位46个。民用航空方面，基本完成机场体系的建设，民航运输安全水平跻身世界前列。近年来，国内众多综合物流产业园区的建立，帮助物流企业聚集在一起，发挥整体优势，这种包含了货运、生产、贸易和综合服务等为一体的各类综合物流园区在全国范围内已经达到800余个，物流基础设施网络正在形成。

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