A Study of factor that affect the marketing strategy of logistics businesses: A case study of Vietnam
Abstract – The study focuses on analyzing the factors that affect the developmentof marketing strategies by logistics
businesses in Vietnam. The study uses qualitative and quantitative methods, through the field survey and correlative
regression analysis with selected variables. Research results show that the internalbasesof businesses have a stronger impact than the external baseson the development and implementation of marketing strategies by logisticsbusinesses, especially invisible potential factors such as networks, relationships, logistics technology and system administration capabilities. In addition, the study also shows that businesses are interested in logistics technology infrastructure as external bases have the greatest impact on the development and implementation of marketing strategies of logistics businesses.
Keywords: Logistics, Marketing Strategy, External Bases, Internal Bases, Logistics Business