南昌工程学院
毕业论文
工商管理学院系（院）物流管理专业毕业设计（论文）题目论物流行业的市场细分
学生姓名朱菊
班级11级物流管理03班
学号**********
指导教师熊瑾
完成日期2015 年 5 月23 日
南昌工程学院本（专）毕业设计（论文）
论物流行业的市场细分
On The Logistics Industry Market Segments
总计毕业设计（论文） 23 页
表格 5 个
插图 2 幅
摘要
市场细分作为一个有效的营销工具，在营销中起着关键的作用，市场细分可以准确地定义客户的物流服务需要和需求，以此来帮助决策者更准确地制定营销目标，更好地分配物流资源。物流企业按照分类方法和标准将整个物流市场划分成若干个子市场以后，再根据企业条件与细分市场的规模和竞争情况、以及细分市场客户的服务需求、偏好与特正等各种要素确定出企业主攻的细分市场，并努力去开拓和占领局部市场的营销策略。
本文将对于物流行业的市场细分展开深入研究，第一章主要论述该选题的背景及意义、研究方法及内容以及国内外研究现状，第二章主要介绍了市场细分的定义、市场细分对于物流行业的重要性以及市场细分的程序，第三章提出并分析物流行业市场细分过程中产生的问题，第四章运主要用SWOT分析法以及层次分析法针对第三章的问题一一提出解决方案，第五章运用快递行业以及“顺丰冷运”为实例帮助论证。
关键词：物流行业市场细分 SWOT分析法层次分析法
I
Abstract
Market segmentation as an effective marketing tool, plays a key role in marketing, market segmentation can accurately define customer needs and demands of logistics services, in order to help decision makers more accurately formulate marketing goals better distribution logistics resources. Logistics enterprises in accordance with classification methods and standards will be the logistics market is divided into several sub-markets in the future, depending on various factors and then determine the size and the competitive situation of enterprises conditions and market segments, and segment customer service needs, preferences and special is waiting the main business segment of the market, and strive to explore and occupation of local marketing strategy. China's logistics market due to the current demand and the impact of regional differences by industry, so the logistics market segmentation need for different regions and different sectors of the market but also according to time-sensitive products, companies to accept the price of services and customer supply chain status and other factors which a ho divided into sub-markets. This article will expand segments of the logistics industry in-depth market research, the first chapter discusses the background and significance of the topic, Chapter II breakdown and target market selection of major logistics market overview, detailed analysis of the logistics industry market Chapter III PROBLEMS WITH produced during the fourth chapter SWOT analysis and AHP proposed solution to the problem, using examples to help demonstrate the fifth chapter.
Keywords: logistics industry market segments ；SWOT analysis ；AHP
II
目录
摘要....................................................... I Abstract .................................................. II 第一章绪论 (1)
1.1 选题的背景及意义 (1)
1.2 国内外研究现状 (1)
1.3 研究方法及内容 (2)
第二章国内物流行业市场细分概况 (5)
2.1 市场细分的定义 (5)
2.2 市场细分对于物流企业的重要性 (5)
2.3 物流市场细分的程序 (6)
2.4物流行业市场细分的现状 (6)
第三章物流行业市场细分出现的问题及分析 (8)
3.1忽略市场细分的重要性 (8)
3.2脱离市场细分的原则 (9)
3.3市场细分忽略顾客差异化需求 (9)
3.4过度细分市场 (10)
第四章物流企业市场细分问题解决方案 (11)
4.1 提高企业市场细分意识 (11)
4.2 确定物流市场细分的原则 (11)
4.3 基于层次分析法的市场细分元素判断 (12)
4.3.1 层次分析法模型的建立 (13)
4.3.2建立判断矩阵并且求解 (13)
4.4 避免市场的过度细分 (15)
第五章实例分析 (16)
5.1 快递行业目前的市场细分现状 (16)
5.2 快递行业在市场细分中存在的问题 (16)
5.4 “顺丰冷运”的案例分析 (18)
5.4.1 “顺丰速运“的成功 (18)
5.4.2 分析“顺丰速运”选择冷链市场的原因 (18)
III
