A study on the match model of logistics service product and target market based on gray correlation analysis

In a highly competitive market environment, it is vital for logistics enterprises to develop marketing strategy. And it is necessary to consider enterprise resource advantages, customer demands, competitorspsila strategies and many other factors. The goal of this paper is to build a model for logistics enterprises to match its service products and target market. Firstly, a matrix classification approach was applied to select alternative target market, and gray correlation degree was used to analyze the relation between market segments and service products. Secondly, based on the analysis of existing resources, ability and services in logistics enterprises, to match service product and target market reasonably. Finally, the model was applied to a practical case to prove the algorithmpsilas reasonability. This model which adopts both qualitative and quantitative technique, combines and cooperates target market selection with service product decision organically, and both achieves the synergies, but also has a simple and practical advantages.