Market Segmentation of China's Third-Party Logistics Based on Customer Value

Abstract

With the rise of e-commerce and network economy, enterprises have a growing demand for professional and functional third-party logistics, and the third-party logistics also develops rapidly. However, China's third-party logistics is still in the primary stage of development, and the scale of logistics enterprises is relatively small, and the logistics service level is almost the same, which greatly reduces the profit margin of China's logistics industry, and also leads to the dissatisfaction of most industrial and commercial enterprises with its service. Therefore, the third-party logistics market needs to solve the problem of logistics market segmentation and differentiated services in terms of operation. This paper combines the classic theory of market segmentation and marketing, and the theory of customer value to establish a customer-oriented segmentation index. In addition, it also uses the data analysis method to segment the market, and puts forward the countermeasures and suggestions to the segmentation results. In the overall competitive market environment, the logistics market needs are complex and diverse, but enterprises are not able to fully meet these needs, enterprises only choose the most appropriate market to serve, in a specific market segment to achieve economic benefits, in order to obtain the long-term survival and development of enterprises. Effective market segmentation is helpful for logistics enterprises to formulate marketing strategies, improve competitiveness and seize market opportunities.This paper uses the statistical method of K-means clustering data to subdivide the 10 industries in the existing third-party logistics market, and finally divides the third-party logistics market into three sub-markets. According to the different characteristics of the three sub-markets, the corresponding market positioning and marketing strategies are formulated, which has certain guiding significance for the segmentation of the third-party logistics market.