中国德邦物流有限公司的研究分析

Executive summary执行摘要

 

中国德邦物流有限公司，一家领先的综合服务型物流供应商与国家5A级资格，致力于国内公路和航空货运服务。总部设在上海，德邦在全国31个省的2000多个网点，直辖市和自治区（苏珊MALLIK，2010）。

它提供的物流服务在中国包括巨人公司和个人客户数量巨大（华伦堡，C.，卡希尔，D.，米迦勒科奈迈尔，A.，和减少，T 2011）。在这里我要尽量选择德邦物流说明其发展的条件。

该报告由导论描述1在整体方面，主体部分重点从产品、定价、渠道、促销、人、物证、过程7个方面分析，即7S德邦的发展条件，在结论部分，提出了很好的生存和繁荣的服务企业的要求。CHINA DEPPON LOGISTICS Co., LTD., a leading integrated service-oriented logistics provider with the national 5A qualification, is dedicated to the domestic road and air freight services. Headquartered in Shanghai, DEPPON has more than 2,000 outlets in the 31 provinces, municipalities and autonomous regions (Susan Mallik ,2010).

It offers the service of logistics to huge numbers of customers in china including giants companies and individuals (Wallenburg, C., Cahill, D., Michael Knemeyer, A., and Goldsby, T. 2011). Here I would like try to choose DEPPON Logistics to illustrate its development conditions. 

The report consists of introduction describing DEPPON in an overall aspect, body part focusing on analyzing DEPPON’s development conditions from 7 aspects including products, pricing, channel, Promotion, People, Physical evidence, Process, namely 7S. And in the conclusion part, the requirements for good survival and prosperity of service companies are put forward. 

 

Table of contents目录

 

介绍3

目标服务供应商4

目标市场的特点和他们的需求和需求5

用户反馈7

对depon物流公司8 7 ps的分析

德邦物流13的优势

depon物流存在的问题14

建议15

结论16

参考文献17
Executive summary 1

Table of contents 2

Introduction 3

The target service provider 4

The characteristics of that target market and their wants and needs 5

Feedback from users 7

7 PS analysis of DEPON Logistics Company 8#p#分页标题#e#

The advantages of DEPPON logistics 13

DEPON logistics’ problems 14

Recommendation 15

Conclusion 16

Reference 17

 

Introduction介绍
 

CHINA DEPPON LOGISTICS Co., LTD. is the national "AAAAA" class logistics enterprise in china, whose main business is to undertake domestic highway less-than-one carload transport business, which was founded in 1996. In recent years, DEPPON has been developing steadily at the rate of 60% by September 2012. DEPPON has openedmore than 2500 retail outlets in the 31 provincial administrative region of the country with its service network spreading all over more than 550 domestic cities and regions. It has more than 5100 sets of its own operating vehicles; the total area of transit center is more than 800000 square meters (Wallenburg, C., Cahill, D., Michael Knemeyer, A., and Goldsby, T. 2012).

Customer-oriented Service - Value on what customers care about, and offer what customers need. DEPPON tailors various optimal on-demand packaging solutions according with different materials and size of articles. Cutting-edge GPS systems allow customers to track the locations and conditions of their articles in a real time, and also deliver a SMS notification after goods receiving. DEPPON could provide Cash on Delivery (COD) and help our customers collect their money in a timely and safe way. Additionally, DEPPON also delivers you total peace of mind with our sophisticated road freight insurance solutions (Baziotopoulos, 2008).

 

The target service provider目标服务供应商
 

Since the 21st century, the overall size of China's logistics industry experience a rapid growth, logistics service level is increased significantly, the development environment and conditions are also improving quickly, which laid a solid foundation to further accelerate the development of China's logistics industry.

CHINA DEPPON LOGISTICS Co., LTD., a leading integrated service-oriented logistics provider with the national 5A qualification, is dedicated to the domestic road and air freight services (Susan Mallik ,2010). Headquartered in Shanghai, DEPPON has more than 2,000 outlets in the 31 provinces, municipalities and autonomous regions (by 2012Apr). DEPPON boasts its widest customized transport service network coverage in 550-plus cities and regions across China with more than 4,700 freight vehicles, whole warehousing area is over 750,000㎡, offering a full range of products and services like precision GPS-enabled road express service, precision intercity freight service, precision road freight service, and precision air freight service etc. Ever since our establishment 1996, DEPPON has maintained the annual growth ratio of over 60% for consecutive years (Wallenburg, C., Cahill, D., Michael Knemeyer, A., and Goldsby, T. 2011).#p#分页标题#e#

So here I would like to choose DEPPON logistics as the target service provide to illustrate. 

 

The characteristics of that target market and their wants and needs

(1) Integrated logistics market

The demand sides of Logistics are usually domestic or international big enterprises, and its business covers the whole country, even the global (Baziotopoulos, 2008). Due to Logistics service provider usually provide integrated logistics services, so they should at least have the following characteristics:

① the logistics companies have a large scale, strong customer base, a high degree of specialization and have part or have no hardware facilities, which are mainly engaged in logistics system design, inventory management, logistics information management and operation management functions (Susan Mallik ,2010)

② They have strong social logistics resources integration ability, which are able to integrate various kinds of needed logistics resources in the national and global scope (Wallenburg, C., Cahill, D., Michael Knemeyer, A., and Goldsby, T. 2011). 

③They have the Modern idea of "putting customer satisfaction as the priority" and use the advanced logistics information technology, namely strong core ability, which have big service span and have a stronger ability to service global guest (Baziotopoulos, 2008).

(2) Regional logistics market

Due to low barriers to enter, Regional logistics markets are much more dispersed, where the competition is fierce.

The main body in the regional logistics market has the following features: The demand sides of the Logistics are usually medium or small enterprises in the area, and their scope of business is mainly limited to the local, and logistics business is relatively simpler (Haag, S., Cummings, M., McCubbrey, D., Pinsonneault, A., & Donovan, R. 2006). Logistics service providers are usually small, which just have the logistics resource integration ability in the area, whose service span is small. Efficient service capacity is only limited to the local.

(3) Professional logistics market

This kind of demand mainly comes from two aspects：The first aspect is the business that is entrusted by the first party directly and the second is the business entrusted by the third partyIncluding comprehensive logistics enterprises and the regional logistics enterprises (Larson, P.D. and Halldorsson, A. 2004). In China, civil aviation, railway, pipeline, ocean are monopolized by a few companies, this kind of single function of professional logistics market will occupy a relatively small and important part of the logistics industry.

 

Feedback from users用户反馈#p#分页标题#e#
 

DEPPON logistics is good, one of the customers said, for the first time to do business with the DEPPONlogistics company, he felt the service attitude is really very good, and their delivery speed is very quick, which offer good logistics service and he is willing to cooperate with DEPPON logistics in the further future.

So we can see that DEPPON really offer good logistics service.

However another customer said in the opposite way. I consign the goods for shipment twice, but all were damaged, the first time I consigned the goods, it was two days late to arrive, because the customer needed the goods urgently, so I accepted the bad luck and didn’task for compensation, the second time, my goods were damaged again! My reputation was ruined because the Delay not to deliver goods to my customers on time, what’s more, according to the provisions of DEPPON, if the goods are not lost but damaged, the owner can get compensation according to the proportion of damage, but the key is that the damaged goods can't be sold at all! I don’t know whether DEPPON is to transport goods or is to do damage!

What a garbage service it is!

So on the other hand, we can see that the service of DEPPON is not perfect, which arise the dissatisfaction of customers. 
 

7PS analysis of DEPON Logistics Company

7 PS refers toproducts, pricing, channel, Promotion, People, Physical evidence, Process. Here, I will use service marketing mix 7 PS to conduct a comprehensive analysis of DEPPONLogistics Company (Susan Mallik ,2010).

 

（1）product

When a company produces Service products, what CEO must consider is the scope of service, service quality and service level, and at the same time, should also pay attention to matters of a brand, guarantee and after-sales service and so on (Wallenburg, C., Cahill, D., Michael Knemeyer, A., and Goldsby, T. 2011). DEPPON logistics is devoted to provide logistics transportation service and always adheres to carrying out its strategy to self-build business outlets, purchase imported vehicles, build the optimal line, optimize capacity cost, provide efficient, convenient, timely, safe and reliable service experience, and help customers to create the greatest value (Susan Mallik ,2010).

In the process of its development, DEPPONLogistics Company adheres to the cultureidea of "evergreen rule", and gradually developed into the largest private road

Less-than-one carload transport enterprise, also set up the brand of high quality of service (Baziotopoulos, 2008). As for the after-sales service, DEPPON logistics company also attaches great importance to it. After the customerdelivered the goods, DEPON tracks the goods for the whole process through the professional network channel, so if you want to know what pace the specific goods are and whether they are in safe situation, it can be very clear at a glance (John T. Phelan, Jr. P.E. 2009). What’s more, on condition that the goods have safety issues, DEPON can make compensation through the professional claims process, which is a trustworthy logistics company.#p#分页标题#e#

（2） pricing

The factors of the price to be considered are the price level, discount, allowance and commission, payment terms and credit (Handfield and Bechtel, 2001). The detailed price of DEPON logistics are as follows:

A: minimum freight of one ticket 

① Accurate trucks (short): 20Yuan/ticket; 

②Accurate trucks (long): 30 Yuan/ticket.

B: free pickup and door-to-door delivery: 55 Yuan/ticket

C: packaging services provided, fees are charged in accordance with the actual calculation.

Package price:

Timber frame: 150 Yuan/square, at least 30 Yuan/one; 1 # carton: 15 Yuan/one (size: 50* 40 * 60) ;2 # carton: 10 Yuan/one (size: 50* 32 * 54); 3 # carton: 7 Yuan/one (size: 33 * 28 * 46); snakeskin bag 18 Yuan/one (size: 1.5* 1.2); snakeskin bag 15 Yuan / one (size: 1.1 * 1); snakeskin bag 12Yuan / one (size: 1 * 0.8); snakeskin bag 6 Yuan/ one (size: 0.8 * 0.6).

Looking from the entire logistics industry perspective, DEPONLogistics Company’s product pricing is relatively high, but the price also has discount, after discounted, the price is relatively reasonable and easy to accept, which also gives DEPONLogistics Company’s service many competitiveness (Wallenburg, C., Cahill, D., Michael Knemeyer, A., and Goldsby, T. 2011).

（3）channel

The location of the service providers and its geopolitical accessibility are important factors in the service marketing (Handfield and Bechtel, 2001).The geographical accessibility not only refers to the object, but also refers tothe other way of conduction and contact of goods delivery. By September 2012, DEPON logistics has set up more than 2500 retail outlets in the 31 provincial administrative regions. The expedite operation channel can make goods delivered to the place that they should be delivered to, and more than twenty economic center cities have large goods transfer bases to provides a reliable guarantee for the goods’ timely transfer. DEPONLogistics Company’s business scope covers all provincial administrative regions domestically. In more than 550 cities and regions you can see the unified "DEPON" "stores throughout the busy streets, industrial park, wholesale market and professional market. There will be a total of the 790000 square meters wide and neat goods loading station (Movahedi B., Lavassani K., Kumar V. 2012). DEPON has modern mechanical facilities and operation counter only to provide a reliable guarantee for goods transfer, loading and unloading. DEPONLogistics Company has cargo throughputof nearly 30000 tons. Advanced and comprehensive logistics managementalso helpsDEPONLogistics Company perform betterin the further future (Haag, S., Cummings, M., McCubbrey, D., Pinsonneault, A., & Donovan, R. 2012).

（4）promotion.

Promotion includes advertising, personal selling, sales promotion or other promotional modes (Halldorsson, Arni, Herbert Kotzab & Tage Skjott-Larsen, 2003). In the development process of DEPPON logistics company, it also advertise and promote its own business through the newspapers, magazines, television, Internet and other media, after 15 years of development, DEPPON mode has won the recognition and affirmation of the social mainstream media (Lavassani K., Movahedi B., Kumar V. 2012).#p#分页标题#e#

In 2009 and 2010, the central television channel of finance and economics "credit" program reported the company twice in-depth and gives the affirmation to its the development strategy of the enterprise, in 2011，Mr. Dai Dingyi,the vice chairman of China logistics and purchasing association,gave high evaluation to DEPPON in a TV program that DEPPON logistics is the epitome of the breakthrough development of the logistics industry. Through these materials, we can also see DEPPON logistics company’s efforts for their own development and its achievements in product promotion (John T. Phelan, Jr. P.E. 2010).

（5）people

People meanhuman equipped with, attitude and other customers, etc. in the service of marketing mixture (Wallenburg, C., Cahill, D., Michael Knemeyer, A., and Goldsby, T. 2011). DEPON adheres to the strategy of the self-talent cultivation. DEPONkeeps on recruiting all operating agentsfrom graduating students, since 2005 DEPON has beenselecting talents through the campus recruitment (Baziotopoulos, 2008). In the non-civilian staff management, in addition to improve employee satisfaction through improving the welfare and the intensity of labor, DEPON will put more concerns on the civil servant training and promotion, so as to enhance their personal and professional sense of honor(Halldorsson, Arni, Herbert Kotzab & Tage Skjott-Larsen,2003). In DEPON, more than 99% of management personnel are selected all by internal training procedure. From the process of DEPON logistics company’s staffselection, training and incentive, we can see the importance of talent strategy for the company, and the internal staff collective wedding ceremony is one of the biggest characteristics of DEPON logistics activities, which also helps improve the employees’ trust and loyalty to DEPON.

As to customers, DEPON logistics always adheres to the service concept of "bearing trust, helping success” always takes the customers as the center and regard customers as partners to grow and develop together (Baziotopoulos, 2008). In the eyes of DEPON, what DEPON is entrusted with by customers is not only goods, but also trust. Now that DEPON undertakes the customers’ delivery of trust, it must deliver the trust to the hands of the consignee safely, and help our customers to acquire the success of their own business (Wallenburg, C., Cahill, D., Michael Knemeyer, A., and Goldsby, T. 2011). It is also the kind of service idea that helpsDEPON establish a good reputation among the customers and maintain a good relationship of cooperation with costumers.

(6) Physical evidence

Physical evidence includes elements of physical environment (decoration, color, display and voice) and equipment material and other substantive clues. As the first enterprise of the logistics industry to promote standardization management, DEPON maintains its uniqueness in stores image standardization, service standardization, etc. (John T. Phelan, Jr. P.E. 2009). From the order, loading and unloading, transport to take delivery of goods, DEPON constantly optimizes the standardized service. DEPON also standardize the staff's uniform, language standard, the collector logistics management, which makes the customer feel more secure, faster, and more pleasant transportation experience (Halldorsson, Arni, Herbert Kotzab & Tage Skjott-Larsen, 2003).#p#分页标题#e#

And in service equipment, DEPPONpurchases the vehiclesby itself to optimize the cost and improve the service. DEPPON’s vehicles are all from self-purchase includesthe global famous brands like Swedish SCANIA, VOLVO and the best-selling DongFeng cargo carrier, which effectively improves the vehicles’ safety, reliability and customers’ satisfaction (Wallenburg, C., Cahill, D., Michael Knemeyer, A., and Goldsby, T. 2011).

(7) Process

Process meansthe service delivery procedureincluding policies, procedures, equipment, the staff discretion, customer participation, and etc.(Halldorsson, Arni, Herbert Kotzab & Tage Skjott-Larsen,2003). the main modes of transport of DEPONLogistics Company includes highway transport, railway transport and air transport (John T. Phelan, Jr. P.E. 2009). The main transportation business is precise shipping, accurate city transport, accurate trucks, accurate air, etc. One of the most outstanding businesses is the accurate shipping business. And the totally enclosed van trucks imported can reach any domestic cities in the most optimal linequickly. The vehicle itself has close electronic control system, which gives the vehicle a full range of protection. GPS global positioning, messages, telephone and network help to track cargo anytime and anyplace. This characteristic service makes DEPPON logistics become a star of the logistics industry (Baziotopoulos, 2008).

 

The advantages of DEPPON logistics德邦物流的优势
 

First, DEPPON always goes ahead steadily and paysgreat attention to quality. DEPPON adheres to the service concept of "bearing trust, helping success" and keepsgoing ahead and strengtheningtalents strategy (John T. Phelan, Jr. P.E. 2009). Through constant technical innovation and information system construction, DEPPON improves transport network and standardization system; create the optimization of transport mode, offering safe, fast, professional and satisfactory logistics services for our customers.

Second, the customer is supreme and DEPPON offers close service. DEPPON always takes the customer as the center, carry out continuous innovation, and always keeps on self-building business outlets, purchasing imported vehicles, building the optimal line, optimizing capacity cost to provide efficient, convenient, timely, safe and reliable service experience, and help customers to create the greatest value (Wallenburg, C., Cahill, D., Michael Knemeyer, A., and Goldsby, T. 2011).

Third, DEPPON paysgreat attention to the talents and carries out people-orientedpolicies. DEPPONdevotes itself to grow with the employees’ development and growth, makingcompany and employees’ win-win together.

Last but not least, DEPPON has advanced equipment and complete network. DEPON purchases the vehicles by itself to optimize the cost and improve the service. DEPON’s vehicles are all from self-purchase includes the global famous brands like Swedish SCANIA, VOLVO and the best-selling DongFeng cargo carrier, which effectively improves the vehicles’ safety, reliability and customers’ satisfaction. By September 2012, DEPPON logistics has set up more than 2500 retail outlets in the 31 provincial administrative regions. DEPPON Logistics Company’s business scope covers all provincial administrative regions domestically (John T. Phelan, Jr. P.E. 2009). In more than 550 cities and regions you can see the unified "DEPPON" "stores throughout the busy streets, industrial park, wholesale market and professional market.#p#分页标题#e#

 

DEPON logistics’ problems

1, high price marketing is DEPPON’s leading strategy, which is not suitable for the transport of small batches of goods.

2, network distribution of DEPPON is imbalanced and infrastructure is not perfect.

3, main business is too single and the goal market is just limited to the east part of china (Wallenburg, C., Cahill, D., Michael Knemeyer, A., and Goldsby, T. 2011).

4, cargo insurance compensation is unable to be implemented timely, the procedure is complicated, and elapsed time is too long (Hines, T. 2004).

5, the internal marketing management system is not complete, individual employees work on the loose and their attitude to the customer is too apathy (John T. Phelan, Jr. P.E. 2009).

 

Recommendation推荐
 

First,DEPPON should enlarge its business scope and improve the service quality and with price fixed DEPPON should provide services that make customers feel more intimate, to get much more willing to choose DEPPON logistics to do their logistics transportation business. Large business scope will improve a company’s competitiveness. When you compete with another corporation, you have much more choice, if you fail in one aspect, you will get compensated from another aspect, maybe you lose in partially, but in the overall aspect, you win actually.

Second, DEPPON should perfect its service network and the corresponding service facilities (Wallenburg, C., Cahill, D., Michael Knemeyer, A., and Goldsby, T. 2011).The distinctiveness of logistics is that it has to reach any possible place. So perfecting network will make that goal come true. What’s more, good facilities will give a big hand to fulfill this goal. 

Third, DEPPON is supposed to develop new business, and actively develop target market (John T. Phelan, Jr. P.E. 2009).

Fourth, improving the after-sales settlement of claims effect, simplifying claims procedures, and saving settlement of claims time are essential steps that DEPPON should take (Kouvelis, P.; Chambers, C.; Wang, H. 2006). 

Fifth,DEPPON should perfect the internal marketing management system, strictly execute staff appraisal system andcultivate the employees’ smiling service concept.

 

Conclusion总结
 

Through the analysis of DEPPON logistics, I come to the conclusion that if the service class industry wants to survive and endure long, they must have six requirements: good service quality, perfect service facilities, good after-sales service, broad target market, high quality of employees and perfect management system (John T. Phelan, Jr. P.E. 2009). Many customers focus on whether the service quality of a company is good or not, because it is related directly with costumers’ interests.  And perfect service facilities are the guarantees for the good service quality, for DEPPON, if the trucks that DEPPON use for its delivery are not as good as expected; it will affect its service quality directly (Wallenburg, C., Cahill, D., Michael Knemeyer, A., and Goldsby, T. 2011). Good after-sales service will win good reputation for your company, only to make customers satisfied can you have good reputation (Ketchen Jr., G., & Hult, T.M. 2006). Broad market is the guarantee for long survival. Good service is brought about by good employees; you know DEPPON keeps on hiring graduates with good education who can use what they learned in the university to draw out the good marketing strategy, which help to carry out good service (Baziotopoulos, 2008). Nowadays, it is the management system of a company that, in a large sense, determines the success of the companies. Only in this way can a service classenterprise survive, develop and enjoy prosperity.#p#分页标题#e#

 

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Baziotopoulos (2008). An Investigation of Logistics Outsourcing Practices In the Greek Manufacturing Sector. PhD thesis- "".

 

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