| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 106 === In China''s shipping market, the freight forwarding industry is a very mature industry, not only its high degree of marketization, but also fierce competition. Because of the large market in China, will the customers of the freight transport enterprises differ in their perceived value for different industries? Besides, Is there any difference in perception value between customers and freight forwarders? Should we also adopt different marketing strategies? The above is the focus of this study.
The research project first studies the relationship marketing related literature of customer value theory and freight package industry, and summarizes the theory of customer value, customer perceived value and relationship marketing in the freight industry, and builds a relationship marketing framework based on customer value as a guide, so as to determine the freight transportation. On the basis of a brief analysis of the marketing situation of freight transport relations and the basic information of the freight relationship marketing of the freight forwarders, the empirical research on the identification and evaluation of the customer value driving factors of the freight forwarder in China is carried out. There is a gap between the perception of customer value and the perception of customers themselves, and the problems that need to be solved are found. Finally, on the basis of the framework of the relationship marketing theory of the freight carrier industry in the customer value oriented package industry, and combining with the present situation of the Chinese freight forwarders, the relationship marketing of the freight transport contract based on the value of the customer is put forward. Strategy.
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