【作者】 孙毅；

【导师】 贾怀京；

【作者基本信息】 北京邮电大学 ， 工商管理， 2014， 硕士

【摘要】 中国三十年的改革开放,使得经济快速腾飞,社会各阶层的生活得到了很大的提高,很多行业的迅速发展,甚至达到.了发达国家的先进水平。但是当我们提起中国公路货运行业,始终处于无序、散乱的情况；当然其中也不乏好消息,在过去的几年,我们可以清楚地看到一个趋势,业务创新领先的公路运输企业都在围绕快递为核心业务转变。公路快运产品具有“准时”“安全”“快捷”等服务价值的需求无疑将是公路运输企业提升和结构调整的方向。当然,作为一个新的物流解决方案,如何尽快让客户接受和认可,并在竞争中处于优势地位,是公路运输企业面临的严峻的问题。本文是对从事公路货运服务的企业-天地华宇物流公司为调研目标,对其公路快运产品“定日达”这一物流服务产品为模板,讨论公路运输服务面对激烈的市场竞争和巨大的市场机会,如何能够扩大市场份额的公路运输产品,实现利润的最大化,并在中国的公路货运行业创造新的机遇和新的形象。作为供应链活动的重要组成部分,随着网络展开速度的增长,服务网点的普及,新时期的物流服务体现的愈加重要。在当前环境下,物流服务的最重要的核心内容总结为：在整个物流实现的流程中,以最小的成本来实现顾客对于物流服务的需求。天地华宇作为本文实际依据的来源,作者对其服务营销环境进行分析,并对公司客户的具体需求做出细分并进行定位,围绕企业战略确定公司服务营销战略,并且借助服务营销理论,运用服务营销战略指导,创立以客户为中心的天地华宇公司服务营销组合策略：产品策略、人员策略、服务过程策略、有型展示策略、电子商务策略。于此同时,为了控制服务质量及管理,设计并服务于营销策略的实施保障和实施检测体系,对企业服务质量的测定进行了分析,并发现天地华宇公司服务质量差距产生的原因以及解决差距的补救措施；通过设计服务营销体系和进行服务质量管理来保证天地华宇公司服务营销策略的落实。相信本文研究的结果将对华宇公司定日快递业务的发展提供有益的帮助,对其他物流企业在服务营销的发展也具有积极意义。更多还原

【Abstract】 With the development of China’s economy, many industries have been grown rapidly. While China’s road freight industry is still under a state of disorganization. The trends we’ve been seeing are that more and more freight industries start to focus on express delivery area. Apparently, how to meet customers’requirement ASAP and how to dominate the market are the most concern.This article is engaged in road freight services business-the TNT HOAU logistics company research objectives, its road transportation products "DINGRIDA", the logistics service products as a template to discuss road transport services face of fierce market competition and huge market opportunity, how to expand the market share of road transport products to maximize profits, and create new opportunities and new image of the road freight industry in ChinaAlong with the rapid growth of service sites and the network expansion, as a major part of supply china, the service of logistics now days is becoming more and more important. In the current environment, the most important core logistics services summarized as follows:in the realization of the entire logistics process, to minimize the cost to achieve customer demand for logistics services. TNT HOAU as a source of practical basis for this article, we analyze their service marketing environment, the specific needs of the customers and make segmentation and positioning, corporate strategy around marketing strategy to determine the company’s services, by means of service marketing theory, the use of services marketing strategy guide, the creation of a customer-centric TNT HOAU service marketing mix strategy:product strategy, personnel policies, service process strategy, a type of display strategy, e-commerce strategy. In the meanwhile, in order to control the quality of service and management, design and implementation services in the marketing strategy and implementation of security inspection system for measuring enterprise service quality were analyzed, reason of TNT HOAU service quality gap was found and I addressed the gaps resulting remedial implement HOAU service marketing strategy and marketing system design services performed by management to ensure quality of service measures should be executed well.The research of this article will provide some useful methodology to develop the marketing and business of TNT HOAU "DINGRIDA", and also helpful for other logistic corporation in road express area.更多还原