摘要在竞争激烈的市场环境下，各行各业都迅猛发展，逐渐踏上国际化的步伐。物流业作为“21世纪最大的行业”，也正处于强压下的竞争状态中，能否能在时代的潮流中脱颖而出，将决定着企业最终营销绩效的多少。

由于近几年物流行业“膨胀式”发展，生产运营过程中，我国物流大小企业的管理制度不完善、成本过高、社会物流依然呈粗放状态等问题也不断地呈现出来。目前，物流行业作为我国增长最快的行业之一，正经历着行业内部调整，优胜劣汰的过程。因此，无论大小物流企业都正面临着巨大的压力。50015

为了跟上快速发展的时代节奏，增强核心竞争力，本文以德邦物流公司为研究对象，对其发展的成本危机、客户流失量大、经营效率低及供需不平衡等问题进行分析研究，结合其经营现状及SWOT分析，以制定出切合其长远发展的战略措施，力求获得更高的经济效益。同时，也希望能对我国其它中小物流企业有一定的借鉴意义，以谋得我国物流行业的全面发展。

毕业论文关键词：物流营销；德邦物流；SWOT分析；营销策略；企业品牌

Business logistics marketing strategy research-the State logistics company as an example of virtue feed

Abstract

In a highly competitive market environment, businesses experienced rapid development gradually on the pace of internationalization. The logistics industry as a "21st century's largest industry", also are under pressure of competition in the State, able to stand out in the trend of the times, will determine how much enterprise marketing performance.

In recent years, the logistics industry "expandable" development, production and operation process, perfect management system of China logistics enterprises and higher cost, logistics still has extensive problems continue to appear. At present, the logistics industry as one of the fastest growing industries in China, is going through internal adjustment, survival of the fittest. Therefore, large and small logistics enterprises are facing a lot of faces enormous pressure.

In order to keep pace with the rapid development of rhythm, enhance core competitiveness, based on the German State logistics company for the study, the cost crisis, the loss of customers for its development, low operating efficiency and about the imbalance between supply and demand analysis, combined with its present situation and SWOT analysis, to develop in line with its long-term development strategy, and strive to achieve greater economic benefits. Meanwhile, hopes for other small and medium sized logistics enterprises in our country has a certain significance, with conspiracy to the all-round development of our logistics industry.

Key Words: Logistics marketing；  Debon logistics；  SWOT analysis；  Marketing strategies；  Corporate brandin 

目  录

摘  要 I

Abstract II

目  录 III

一  绪论 1

（一）研究背景 1

（二）研究的目的和意义 1

二 德邦物流公司营销策略概述 3

（一）公司的概况 3

（二）公司的营销现状 3

（三）公司在营销管理中存在的问题 6

三 德邦物流公司的SWOT分析 7

（一）德邦物流公司当前发展的 SWOT 分析 德邦物流企业物流的营销战略的研究+SWOT分析:http://www.youerw.com/guanli/lunwen_53191.html