Study on Marketing Management for TPL Enterprises Based on Supply Chain

摘要

Third party logistics (TPL) companies, as one key player in the chain, are mostly in a weak position. It is found through the authors' investigation and analysis that the major reason for this is that most of these TPL companies are weak in marketing and their core competitiveness is not strong. In response to that, the authors put forward four major strategies of integrating marketing into supply chain and illustrate the point that TPL companies should strengthen customer-oriented marketing mix 4Cs as well as competition-driven marketing 4Ps in synergy with the supply chain. It is hold that TPL enterprises strengthen "customer first, serviceoriented" concept and improve their marketing effect and core competitiveness through integrating 4Ps, 4Cs and 4Rs into their marketing management based on the supply chain, collaborating with other players in the supply chain and serving the supply chain to ensure sustainable development.