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Study on the Marketing Strategy of the Road Freight Enterprise

Author: WanShiLei
Tutor: ChenYinShe
School: Chang'an University
Course: Transportation Planning and Management
Keywords: Road freight Road freight enterprises Services Marketing Marketing Strategy
CLC: F542.6
Type: Master's thesis
Year: 2011
Downloads: 49
Quote: 0
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Abstract


With the continuous development and improvement of the transport market , competition is increasing , road freight companies are constantly looking for new breakthrough , expand their business , to meet the diverse needs of customers , and the marketing campaign is the road freight enterprises in the fierce competition in the favorable magic, marketing strategy and marketing activities , the right marketing strategy is the enterprise a powerful means of doing business . Marketing perspective this paper , the general marketing strategy used in road freight enterprises , the formation of the marketing strategy of the characteristics of road freight enterprises , this paper has focused on exploring the freight marketing strategy , looking for the road freight enterprises effective marketing development countermeasures . This paper first introduces the research status of the road freight marketing background and road freight marketing at home and abroad , to point out the shortcomings of road freight enterprises , the importance and significance of this study to improve freight marketing where ; followed on marketing and road concepts and characteristics of the freight transport service is a special kind of product , has its own particularity ; then , further on the basis of analyzing road freight enterprises marketing environment , market segmentation and target market selection , detailed analysis of the freight 4Ps marketing strategy , that product , price , channel , promotion strategy , from four aspects , analysis of the concept of transport services , features , impact factors and effective strategies; Finally, for the above study , summarizes papers research achievements and areas for further research .

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CLC: > Economic > Transportation and economic > Land,road transport economy > Chinese land,road transport, economic
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