CAJ | 학술논문

本文认为，营销的实质是追求客户满意。追求物流客户满意、提高物流客户价值、使物流客户达到一个较高的满意度水平是物流营销的实质和目标。物流客户的需求受多种因素的影响。通过对物流客户需求内在规律性的分析可以发现物流客户需求模式的客观性。物流客户的需求模式包括三个阶段的内容：其一是刺激部分，即物流需求的产生源自内在动机和外部激励；其二是混合思维过程，该过程受思维者各种客观条件的约束；其三是反应过程，即物流需求者经过思维之后作出对物流服务的各种要求。为根据物流客户需求的特殊性采取相应的物流营销策略，实现物流客户满意，现代物流企业应参与到客户需求产生和决策的过程之中，与客户零距离接触，真正体验并满足客户需求，提高客户忠诚度，最终实现客户满意。
본문인위，영소적실질시추구객호만의。추구물류객호만의、제고물류객호개치、사물류객호체도일개교고적만의도수평시물류영소적실질화목표。물류객호적수구수다충인소적영향。통과대물류객호수구내재규률성적분석가이발현물류객호수구모식적객관성。물류객호적수구모식포괄삼개계단적내용：기일시자격부분，즉물류수구적산생원자내재동궤화외부격려；기이시혼합사유과정，해과정수사유자각충객관조건적약속；기삼시반응과정，즉물류수구자경과사유지후작출대물류복무적각충요구。위근거물류객호수구적특수성채취상응적물류영소책략，실현물류객호만의，현대물류기업응삼여도객호수구산생화결책적과정지중，여객호령거리접촉，진정체험병만족객호수구，제고객호충성도，최종실현객호만의。
The author believes that the essence and purpose of logistic marketing is to pursue customer satisfaction, improve customer value and the level of satisfaction. There are three contents that be involved in logistic customer demand mode, namely stimulation, the mixed thinking process and reaction. To adopt the corresponding logistic marketing strategy according to the particularity of logistic customer demand, and realize customer satisfaction, modem logistics enterprises should take part into the process of stimulating customer demand and decision process, contact with the customers with zero-distant and understand and meet the requirement of customers.