國(guó)際物流公司商業(yè)發(fā)展中的網(wǎng)絡(luò)營(yíng)銷角色扮演

1、國(guó)際物流公司商業(yè)發(fā)展中的網(wǎng)絡(luò)營(yíng)銷角色扮演管理者角度分析摘要隨著商務(wù)環(huán)境越來(lái)越有競(jìng)爭(zhēng)力，企業(yè)被迫驅(qū)策他們自己達(dá)到自身容量的高度邊緣程度。最終公司的成功依賴于他們的人力資源、商務(wù)以及營(yíng)銷策略，這些能夠幫助他們?cè)谌蚴袌?chǎng)上嶄露頭角。所以為了提高中小型Int1物流公司的能力，網(wǎng)絡(luò)營(yíng)銷逐漸成為常用手段。本課題研究目的是提出在新的千禧年對(duì)網(wǎng)絡(luò)營(yíng)銷作為營(yíng)銷策略和工具來(lái)發(fā)展物流公司事物更深一層的理解。為了實(shí)現(xiàn)這一目標(biāo)，我進(jìn)行了一項(xiàng)關(guān)于WCAF（物流網(wǎng)絡(luò)“世界貨運(yùn)聯(lián)盟”之家）的案例研究。同時(shí)我又調(diào)查了國(guó)際化客體，網(wǎng)絡(luò)營(yíng)銷以及怎樣衡量網(wǎng)絡(luò)營(yíng)銷的效果。為了分析那些以問卷的形式分發(fā)給不同地域的經(jīng)理而獲取的數(shù)據(jù)信息，量

2、化的方法被采用，結(jié)果表明Int1物流公司的經(jīng)理層理解聯(lián)合全球物流網(wǎng)絡(luò)和網(wǎng)絡(luò)營(yíng)銷的重要性和益處。關(guān)鍵詞：B2B營(yíng)銷，全球化，物流網(wǎng)絡(luò)，商務(wù)發(fā)展承諾某些人對(duì)我的論文給予了幫助并且使得我對(duì)這一課題的研究成為可能。首先我想感謝我的指導(dǎo)老師Peter Naude教授，他對(duì)研究滿腹熱情以及一體性的觀念帶給我極大地影響，同時(shí)我要感謝Aghdasi教授，他的善意的支持，點(diǎn)評(píng)和在召集畢業(yè)班的學(xué)生有趣的方法，讓大家各抒己見，這對(duì)論文非常有幫助。此外，我還想感謝David Yukom和Mark Marouwitz,他們分別是WCA的主席和副主席，感謝他們的評(píng)論和對(duì)基于不同國(guó)家物流公司經(jīng)理數(shù)據(jù)收集的支持。最后我還想謝

3、謝我的妻子Salome，謝謝她在整個(gè)MSC課程期間對(duì)我的耐心，對(duì)我的支持和鼓勵(lì)以及我的孩子Lillian 和Arman，謝謝他們無(wú)條件的愛，我很高興他們的等待最終得到了回報(bào)。Luleå 科技大學(xué)Tarbiat Modares 大學(xué)Faramarz Ghorbani2007.04第一章導(dǎo)言全球物流體系網(wǎng)絡(luò)營(yíng)銷的問題已經(jīng)被工業(yè)專家關(guān)注了好幾年了。有些人研究它并討論它的重要性，然而另一些人則沒有將其視為嚴(yán)謹(jǐn)?shù)姆桨负凸ぞ撸ㄟ@些實(shí)際上不夠重要不足予以關(guān)注）。這兩個(gè)觀點(diǎn)都是有效的，但是近幾年來(lái)，主要由于物流服務(wù)提供商其運(yùn)輸?shù)膰?guó)際化和全球化，人們普遍認(rèn)為網(wǎng)絡(luò)營(yíng)銷在許多企業(yè)商務(wù)進(jìn)程中占重要地位，同時(shí)

4、對(duì)它的研究也是相當(dāng)重要的。背景1.1. 從鏈到網(wǎng)從20世紀(jì)60年代直至今日，物流發(fā)展的總概顯示“整體”已經(jīng)被極大地優(yōu)化。在20世紀(jì)60年代和70年代，企業(yè)并不像今日在談?wù)撐锪鳌Ｄ莻€(gè)時(shí)候的人們關(guān)注商品品質(zhì)因?yàn)樗麄儽仨毰c物流操作（例如運(yùn)輸、倉(cāng)儲(chǔ)和處理）相關(guān)的技術(shù)方法來(lái)完成它，導(dǎo)致極大地本地優(yōu)化。在20世紀(jì)80年代初期，公司試圖優(yōu)化商品流來(lái)削減物流成本。他們產(chǎn)生了三步法，包括銷往外國(guó)的（例如分發(fā)），全國(guó)的（例如產(chǎn)量）和歸內(nèi)地的（例如提供）三流提高。管理的規(guī)模變得明顯，這些問題已經(jīng)變得和技術(shù)規(guī)模一樣重要了。在80年代中葉，公司覺得需要優(yōu)化“整體”流來(lái)發(fā)展管理信息和商品流的整體過程，同時(shí)架構(gòu)一個(gè)整體物流

5、方法（在公司的級(jí)別上）。一步一步地，公司明白物流的策略力量，但是優(yōu)化跟著被限制于公司的邊界。不斷發(fā)展的整體物流，工業(yè)化和商業(yè)化的公司開始外包物流操作來(lái)增進(jìn)成本控制和靈活度。他們逐漸地把運(yùn)輸，儲(chǔ)存，倉(cāng)庫(kù)管理和法令交給物流提供商照管。到了20世紀(jì)90年代，物流既被視為競(jìng)爭(zhēng)優(yōu)勢(shì)和同時(shí)也被認(rèn)為是一個(gè)繁雜的過程，這一過程不能僅限于單個(gè)公司的能力。提高整體物流服務(wù)以最小的成本給那些終端客戶，這一趨勢(shì)已變得明顯，借著高度的靈活性，公司之間應(yīng)當(dāng)合作，協(xié)調(diào)他們的活動(dòng)。（例如Christofer1998）1.2. 研究和調(diào)查問題的目的研究的目的不僅僅是表明在問題中某一缺陷的嚴(yán)重性，而且提出了某些理念，這些理念有助

6、于表明這一缺陷是如何在規(guī)模上縮減并找出在全球市場(chǎng)上做生意的新策略和針對(duì)公司營(yíng)銷問題的最佳方案。這么做的最好的方法就是先分析問題中的缺陷來(lái)決定缺陷真正地嚴(yán)重性，然后使用這一嚴(yán)重性最為那些尋求另一種方法的公司的警醒，同時(shí)避免處理這一問題，及時(shí)作出改變。目前有許多公司都在關(guān)注這一缺陷，他們做好定位并相互幫助著。所有的研究都有一個(gè)強(qiáng)烈地目的，這一目的往往影響著國(guó)家最寶貴資源之一經(jīng)濟(jì)、特殊化物流和工業(yè)貨運(yùn)。識(shí)別這些商務(wù)（努力地進(jìn)行網(wǎng)絡(luò)營(yíng)銷以至于他們能夠被協(xié)助）的愿望是以此次研究的目的為核心，因?yàn)檫@些公司的身份識(shí)別對(duì)于目睹他們被合適得協(xié)助是至關(guān)重要的。這一研究又希望表明網(wǎng)絡(luò)營(yíng)銷是如何被評(píng)估，依據(jù)歷史來(lái)對(duì)待

7、，因?yàn)樗豢偸窍窠裉爝@般被認(rèn)定為合法的和重要的。能夠達(dá)到以上所陳列地目的，下述的調(diào)查問題要被進(jìn)一步研究。從物流公司管理者的角度，成為網(wǎng)絡(luò)成員的利益是多么重要？一家小型的物流公司是怎么通過加入網(wǎng)絡(luò)和網(wǎng)絡(luò)營(yíng)銷來(lái)擴(kuò)展它的活動(dòng)？網(wǎng)絡(luò)營(yíng)銷中物流公司的起源國(guó)的效果如何？1.3. 研究的重要性這一特殊的研究對(duì)世界各地工業(yè)物流和貨運(yùn)的管理者們來(lái)說(shuō)是重要的。它不僅對(duì)公司股東和管理者有重要的意義，對(duì)于那些想要在各個(gè)領(lǐng)域發(fā)展他們的商業(yè)，同時(shí)又能使用其他公司資源的有同樣重要的意義。這背后的緣由，即網(wǎng)絡(luò)營(yíng)銷不是將要遠(yuǎn)離的，也不是僅僅將要被“治愈”。在未來(lái)可能管理和解決這一問題更新更好的想法會(huì)出現(xiàn)，然而這一研究又對(duì)相關(guān)的

8、物流&貨運(yùn)的未來(lái)是重要的，因?yàn)樗鼘?huì)帶來(lái)大量的課題領(lǐng)悟和許多目前存在的相關(guān)討論，這些觀念將被使用并將領(lǐng)域未來(lái)納入考慮。1.4. 研究的范圍這一特殊化研究的范圍是非常寬闊的和深入的，因?yàn)橛刑嗟墓旧婕捌渲校粌H是現(xiàn)在，更是未來(lái)也是如此。研究的范圍之前已經(jīng)被簡(jiǎn)單地提到，因?yàn)楫?dāng)前的公司（可能正在處理組織或者擴(kuò)展他們的網(wǎng)絡(luò)營(yíng)銷）到目前為止不僅影響當(dāng)下，還影響到未來(lái)。研究的范圍如此廣泛的另一原因就是它可以被擴(kuò)展到囊括那些還未加入到物流網(wǎng)絡(luò)，但未來(lái)必將會(huì)加入其中的公司。對(duì)于現(xiàn)實(shí)的研究，關(guān)注點(diǎn)都會(huì)停留在世界貨運(yùn)聯(lián)盟(WCA)，這些都會(huì)被調(diào)查者們經(jīng)文獻(xiàn)綜述所檢測(cè)出來(lái)，并且在世界貨運(yùn)聯(lián)盟WCA，數(shù)據(jù)都

9、是經(jīng)分析得來(lái)的。1.5. 問題定義和調(diào)查假設(shè)由于全球化和地方到全球不斷變化的商業(yè)環(huán)境和策略；合并者和獲得物，不斷地塑造新的聯(lián)營(yíng)企業(yè)和聯(lián)盟已經(jīng)變成慣常的日常事件，中小型的物流公司在以下方面面臨著嚴(yán)重的問題和困難A）營(yíng)銷他們服務(wù)B)提供高水平&廣泛運(yùn)輸服務(wù)和方案 C) 站在競(jìng)爭(zhēng)的層次上這一研究背后的邏輯依據(jù)的重要環(huán)節(jié)到目前為止都還沒有其他哪個(gè)研究可以做到它這個(gè)程度。因此做這樣的研究提供了新的獨(dú)特的信息，同時(shí)這一過程又是困難的，因?yàn)檫@類研究沒有真正地前輩讓后來(lái)的研究者去跟進(jìn)。這樣一份研究的潛在問題可能將會(huì)在理論環(huán)節(jié)得到解決，因?yàn)樗麄兪侵匾年P(guān)注點(diǎn)好比中小型國(guó)際物流公司不得不賴以生存的策略和發(fā)

10、展他們的商業(yè)以及提高與全球市場(chǎng)（必須被通告和討論）上較大的市場(chǎng)占有者競(jìng)爭(zhēng)的機(jī)會(huì)。還有三大假設(shè)必須被指出以至于它們能夠在數(shù)據(jù)分析中得到研究，無(wú)論研究的結(jié)論是有效的還是無(wú)效的。他們被列在表格中：假設(shè)一管理者理解網(wǎng)絡(luò)作為營(yíng)銷策略和競(jìng)爭(zhēng)優(yōu)勢(shì)，加入其中的重要性假設(shè)二網(wǎng)絡(luò)營(yíng)銷在物流公司商業(yè)發(fā)展扮演的重要地位假設(shè)三網(wǎng)絡(luò)營(yíng)銷和全球物流網(wǎng)絡(luò)的物流公司起源國(guó)之間不存在物物交換通過文獻(xiàn)三大假設(shè)得到驗(yàn)證（這些文獻(xiàn)將被收錄在第二章，數(shù)據(jù)分析則實(shí)施記錄在第四章）。然后，在第五章，研究的總結(jié)和小結(jié)表明是否這些假設(shè)有效，是否有其他的假設(shè)性問題被忽略，在未來(lái)應(yīng)會(huì)被提出。毫無(wú)疑問，網(wǎng)絡(luò)營(yíng)銷涉及的領(lǐng)域還有更多的需要被研究，但是大多

11、數(shù)（至少目前所涉及到的）都?xì)w納與上述所列的三大假設(shè)。這三大假設(shè)是經(jīng)過深思熟慮而不是泛泛注重細(xì)節(jié)，以至于更多的信息盡可能地被收集和研究。1.6. 研究總述這份研究的長(zhǎng)度和重要性都需要總述以至于讀者能夠提供一份路線圖使他們意識(shí)到研究中確實(shí)涉及到的東西。第一章節(jié)細(xì)述了一些基本信息，這些基本信息都會(huì)被剩余的研究所利用。（剩余的研究包括問題的陳述和進(jìn)行研究的原因）這些都是非常重要的值得討論的問題，因?yàn)樗麄優(yōu)楹髞?lái)者提供了平臺(tái)。原文：The Role of Network Marketing in International Logistic Companies´Business Developm

12、entAbstractAs the Business environment becomes more and more competitive, companies are forced to push themselves to a very edge of their capabilities. Ultimately the success of the companies relies on their human resources and business and marketing strategies which can help them to show up in glob

13、al market. So network marketing has become an increasingly used method in order to enhance the small medium size Intl logistic companies performance.The purpose of this study is to provide a better understanding of how Network marketing is used as a marketing strategy and toolto develop logistic com

14、panies business in new millennium. To reach this purpose I have conducted a case study of WCAF “World Cargo Alliance” family of logistic networks. I also investigated the objectives with Internationalization, network marketing and how the effects of network marketing can be measured.In order to anal

15、yze data which obtained from questionnaires allocated to the managers in different geographical regions quantitative methods have been used and the results showed that managers of intl logistic companies understand the importance and benefits of joining global logistic networks and network marketing

16、.Keywords: B2B marketing, Globalization, logistic networks, Business developmentAcknowledgementThere are several individuals who have contributed to my work and made it possible for me to conduct this thesis.Initially I would like to thank my Supervisors Prof. Peter Naude who overly enthusiasm and i

17、ntegral view on research has made a deep impression on me and Prof. Aghdasi for his kind support, comments and interesting method in gathering his graduate students and letting them share their ideas about dissertations which was very helpful .Furthermore I would like to thank David Yukom and Mark M

18、arouwitz WCA president and vice president for their comments and support in collecting data from logistic Co. managers of different countries.Finally I would like to thanks my wife Salome for her patience , support and encouragement throughout my MSC course and my Children Lillian and Arman for thei

19、r unlimited love , I am glad that their waiting has finally been rewarded.Luleå University of TechnologyTarbiat Modares UniversityFaramarz GhorbaniApril 2007CHAPTER ONEINTRODUCTIONThe issue of network marketing in global logistic networks is one that has been noted by industry experts for a few

20、 years. There are individuals that study it and discuss how significant it is, and there are others that havent taken it a serious strategy and tool which is really not important enough to focus on. Both of these are valid points of view but, in recent years and mainly due to internationalization &a

21、mp; globalization of Freight forwarding and logistic service providers, it has generally been accepted that network marketing is significant for many companies business progress, and that the study of it is also important.Background1.1. From chains to the networksAn overview of the development of lo

22、gistics from the 1960s up to the present shows that the whole to be optimized has changed considerably. In the 1960s and 70s, companies didnt talk about logistics as it is defined today. They took care of physical goods because they had to and they did it with a technical approach related tologistic

23、s operations such as transport, warehousing and handling, resulting in very local optimizations. In the beginning of the 1980s, companies tried to optimize goods flows in order to cut logistics costs. They developed a three steps approach including the improvement of outbound (i.e. distribution), in

24、ternal (i.e. production) and inbound (i.e. supply) flows. It then became obvious that the management dimension of those questions was as important as the technical ones. In the middle of the 80s companies felt the need to optimize total flow, to develop an overall process for managing information an

25、d goods flows and to structure an integrated logistics approach (at the company level). Step-by-step, companies understood the strategic power of logistics (Fabbe-Costes and Colin, 2003), but the optimization was then restricted to the borders of the company. While developing integrated logistics, i

26、ndustrial and commercial firms began to outsource logistics operations to gain cost control and flexibility. They gradually left transport, storage, warehousing and order receiving in logistics providers care. In the 1990s, logistics is seen as a competitive advantage as well as a complex process th

27、at cannot be restricted to the border of an individual company. It became obvious that in order to improve the overall logistics service offered to the end customer at minimum cost and with high flexibility, companies should co-operate and coordinate their activities. (e.g Christofer 1998 )1.2. Purp

28、ose of the study and Research QuestionsThe purpose of this study is to not only show the seriousness of the problem in question, but to come up with ideas that will help to show how this problem can be reduced in size and find out about new strategies in doing business in global market and also bett

29、er solutions for companies marketing problems. The best way to do this is to first analyze the problem in question to determine just how serious it actually is,and then use that seriousness as a wake-up call for those that have been looking the other way and avoiding dealing with the issue and it is

30、 time to change.There are many companies out there that are concerned about this problem, and they must be located and helped. All studies must have a strong purpose, and this one affects one of the nations most precious resources the economy and specifically logistic and freight forwarding industry

31、. This desire to identify these businesses that are struggling with network marketing so that they can be assisted is at the heart of the purpose for this study, since identification of these companies is crucial to seeing that they are assisted properly. The study also hopes to show how network mar

32、keting has been evaluated and treated throughout history, since it was not always recognized as being as legitimate and important as it is today.To be able to achieve the state purpose above, following research questions will be further investigated:-How important is the benefit of being member of t

33、he networks in the logistic Cos managers point of view?-How does a small Logistic Co. expand its activity through joining networks and Network Marketing?- What would be the effect of logistic companies country of origin (COO) in network marketing?1.3. Importance of the StudyThis particular study is

34、important to many managers in logistic and freight forwarding industry around the world. Not only does it have importance for Company owners and managers, but it also has importance for those that are considering a way to develop their business in various markets and use other companies resources as

35、 well. The reason behind this is that network marketing is something that is not going to go away, and something that is not simply going to be 'cured.' It is possible that, in the future, new and better ideas for managing and addressing it will come about, however the study is important to

36、the future of logistics & freight forwarding because it will give a great deal of insight into the topic anddiscuss many of the concerns that exist now and the ideas that are being used, as well as what is being considered for the future of the field.1.4. Scope of the StudyThe scope of this part

37、icular study is very broad and far-reaching, because there are so many Companies that are being involved in it now and will be involved in the future. This was mentioned briefly earlier, as the current companies that may be dealing with moving into or expanding their network marketing are by far not

38、 the only ones that are affected or will be affected in the future. Another reason that the scope of the study is so broad is that it can be expanded to include those that are not yet joining logistic networks, but will be in the future. For the actual study, the focus will remain on the WCA “ World

39、 Cargo Alliance “ that were examined by the researcher through the literature review, and that is also where the data will come from for the analysis.1.5. Problem definition and Research HypothesisDue to globalization and changing business environment and strategies from local to global; where merge

40、rs and acquisitions, shaping new consortiums and alliances are becoming usual daily events, small and medium size logistic companies faced serious problems and difficulties in A) marketing their services B) offering high standard & broad transportation services and solutions C) stand in a compet

41、itive level.An important part of the rationale behind this study is that there have not been any other studies done specifically like this one. Doing a study like this therefore provides new and unique information, but it can also be difficult, since there is really no precedent for this type of stu

42、dy that the researcher can follow. The potential problems that a study like this could have will be dealt with further in the methodology chapter, since they are important concerns like strategies that small medium size international logistic companies can have to survive and develop their business

43、and opportunities of competing with big market players in global market that must be addressed and discussed.There are three hypotheses that must be pointed out here as well, so that they can be studied during the data analysis and either validated or invalidated by the conclusion of the study.They are presented here in bullet form:Hypothesis One Managers understand importance of joining networks as a marketing strategy and competitive advantage.Hypo