本次研究从分析广州邮政速递物流公司当前速递业务开展现状入手,了解到该
公司的市场竞争优势是长期经营创造出的品牌效应以及较为完善的邮政网络体系,
然而由于速度业务市场的竞争形势日益严峻,公司又缺乏成熟的营销理论指导营销
工作,致使现行营销策略存在诸多缺陷,直接导致了公司市场份额增长率降低,在
与其他企业竞争时优势地位己不明显。在充分研宄广州邮政速递物流公司速递业务
现状之后,本文归纳出了该公司速递营销策略现存的七项主要问题,继而立足现阶
段该公司所处的竞争环境、自身具备的竞争条件,并分析了同行竞争企业的经营状
况,采用现代营销理论为该公司制定出了营销策略优化方案,对其产品策略、定价
策略、渠道策略及促销策略都进行了必要的调整,为确保经营策略取得实效,为其
提出了相关保障措施。最后希望通过此次研究能够为广州邮政速递扩大市场占有率,
取得良好的营销业绩提供一定的帮助
关键词:广州;邮政快递;营销发展
I 硕士学位论文
,MASTER’S THESIS
ABSTRACT
With the deepening of global trade integration, the express industry has ushered in a
rare opportunity for development. China has a huge population, and the logistics demand
is great, so the express industry in China has undergone fast development. In the macro
environment of fierce competition, many companies can still keep their profitability,
which shows the express industry is still in a state of shortage, and there is a huge space
for development. Guangzhou is one of the first tier cities in China, the economic
development speed has been ahead of the country, its express industry is also in a leading
position. Guangzhou Post has been in the dominant position in the industry since it was
established, occupying half of the market share of Guangzhou, and has maintained a
rapid growth trend. But with China&39;s accession to the WTO, the express industry was
opened to the outside world, many express enterprises from developed countries found
tremendous opportunities in the market of China, so they come to China to seize the
market share, which brought a huge challenge to the business development of
Guangzhou Post. After that, in order to ensure its market competitiveness, China Post
adopted the strategy of separation of postal administration and enterprises, while
allowing private capital to enter the express industry, therefore, many express companies
emerged all of a sudden, which all embrace big development. In this macro environment,
the fierce competition in the market as well as the homogenization of services led to the
disordered development of the industry, the profit margins of Guangzhou Post have been
severely compressed.
This study starts from the analysis of the status quo of Guangzhou Postal Express
Logistics Company, finds the company&39;s competitive advantage in the market is a
long-term business brand and relatively perfect postal network system, however, due to
the severe competition and the lack of the guidance of marketing theory , there emerge a
lot of defects in the company’s marketing strategy, leading directly to the decrease of the
growth rate of the company&39;s market share, the dominant position was no longer obvious
in the competition with other companies. After making research on the status quo of
express business of Guangzhou Postal Express Logistics Company, this paper
summarizes the seven main problems existing in the marketing strategy of express
companies. According to the market environment and competitive conditions, the paper
analyzes the operating conditions of the rival enterprises, uses the modem marketing
theory to develop an optimization scheme of marketing strategy, makes the necessary
adjustments to its product strategy, pricing strategy, channel strategy and promotion
strategy. In order to ensure management strategy to achieve effect, the paper puts forward
II 硕士学位论文
MASTER&39;S THESIS
the relevant security measures. Finally, we hope that this study can provide a certain help
for Guangzhou Postal Express to expand market share and achieve good marketing
results.
Key words: Guangzhou; Postal Express; marketing development
in 硕士学位论文
fJJ MASTER&39;S THESIS
目录
MM I
ABSTRACT II
1 % ^ 1
U课题背景 1
1.2研宄意义 1
1.3国内外研宄现状1.3.1国外研宄现状分析1.3.2国内研宄现状1.4研究方法 4
1.5本文相关概念
:1.5.1快递的定义1.5.2快递服务的特征1.6本论文创新之处2广州邮政速递业务营销现状分析2.1广州邮政速递的简介2.2广州邮政速递业务现行营销介绍2.3宏观环境分析2.3.1经济环境分析2.3.2产业政策分析2.3.3法律监管环境分析2.3.4技术发展环境分析2.4广州邮政速递业务SWOT分析2.4.1优势分析2.4.2劣势分析2.4.3机会分析2.4.4威胁分析2.4.5广州邮政快递业务SWOT分析2.5广州邮政快递业务存在问题分析3广州邮政速递业务的营销策略3.1产品策略
20 硕士学位论文
MASTER
&39;
S THESIS
3.1.1细分市场3.1.2广州邮政速递业务的产品策略3.2定价策略 22
3.2.1基于行业竞争程度来完成定价
22
3.2.2基于市场需求来定价
22
3.2.3合理测定价格
23
3.3渠道策略 23
3.3.1直销渠道
23
3.3_2代理渠道
24
3.3_3沟通渠道
24
3.4促销策略 25
3.4.1四种常用促销方式的比较
25
3.4.2产品类型对促销组合的影响
25
3.4.3广州市邮政速递业务的促销策略
25
3.5服务策略 27
3.5.1提升广州邮政速递现有服务水平
27
3.5.2增强顾客满意度
29
4广州邮政速递业务营销策略实施的保障措施
32
4.1实现软硬件创新
32
4.2优化服务质量
32
4.2.1强化服务理念
32
4.2.2健全管理体系
33
4.3加强人力资源管理
33
4.4优化网络结构
34
4.5合理规划营销战略制度
34
5^1^ 36
参考文献 37
iC m 40 硕士学位论文 MASTER&39;S THESIS
1绪论
1.1课题背景
随着全球贸易一体化地不断深入,快递行业得到了快速的发展。快递行业起源
于上世纪六十年代的美国,在五十多年的发展历史中呈现出增长速度逐步加快的态
势,其发展速度己经成为各行业的翘楚,对物流行业以及电子商务平台的发展起到
了良好的支撑作用。为了适应新时代行业的发展,我国在2009年的时候颁布了《邮
政法》,对快递行业实行特许经营的监管模式,同时也从法律的角度赋予了快递行
业应有的地位。《邮政法》的颁布说明着我国快递行业己经在经济发展中具有举足
轻重的地位,因此必须对这个行业进行有效的监管,保证行业的健康发展
广州市在我国属于一线城市,经济发展速度一直领先于全国,并且以敢为天下
先的勇气念接受包容各种新鲜事物,因此快递行业在广州市的发展速度较快,在全
国处于领先地位。广州邮政自成立以来就在行业中处于主导地位,占据了广州市行
业市场份额的半壁江山,且一直保持着高速增长的态势。但是随着我国加入国际世
贸组织以后,快递行业需要对外开放,很多发达国家的快递企业发现了我国市场中
蕴含的巨大商机,因此纷纷到我国抢占市场,使的广州邮政的业务发展受到了巨大
挑战。在这之后,为了保证企业的市场竞争力,中国邮政实行政企分开的策略,同
时允许民间资金涉足快递行业,一时间很多快递公司如雨后春笋般涌现出来,使得
快递行业呈现出百花齐放的发展态势。在这种宏观环境下,激烈的市场竞争以及同
质化的服务导致了行业的无序发展,广州邮政的利润空间被严重压缩
笔者在展开研究以前,对广州邮政的业务发展以及运营情况进行了实地调研,
发现消费者对广州邮政的品牌认可度依然很高,且企业具有较为成熟的物流网络,
这是新成立的公司所无法比拟的。因此笔者认为,之所以广州邮政的市场份额快速
下滑,主要是因为在
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