基于4Cs理论的第三方物流企业营销策略探讨

4Cs营销理论倡导以客户对物流的需求为导向，着眼于第三方物流企业与客户间的良性互动，通过建立长期稳定的合作关系，把第三方物流企业与客户的利益整合在一起，形成竞争优势，这代表了我国物流供求发展的新趋势。因此，该营销组合将会成为我国第三方物流企业目前和今后很长一段时间内主要运用的营销策略。正是基于4Cs理论这一独特视角，对目前我国第三方物流企业的总体状况进行分析，并提出相应的营销策略。

On the Marketing Strategies of Third-party Logistics Enterprises Based on 4Cs Theory

4Cs marketing theory advocates the needs-oriented of customers for logistics. Third-party lo- gistics enterprises should focus on the kind interaction with customers, and establish long-term and stable cooperative relations with clients. Then competitive advantage will be formed together. This represents a new trend of supply and demand of China＇s logistics development. Therefore, the marketing mix will become the main use of the marketing strategy for China＇s third-party logistics enterprises for a long time. Based on the 4Cs theory of this unique perspective, this article analyzes the overall situation of third-party logistics enterprises in China, and makes the appropriate marketing strategies.