ZC快递公司营销策略优化研究
摘要
我国的城市化建设在随着时代进步的浪潮也再不断的进步，城市的各项建设，
尤其是社区建设方面也在不断完善，伴随着社区功能的逐步健全，社区商业服务
发展作为社区功能未来发展的重点一直备受关注。在电子商务的不断发展背景下，
以O2O为主要模式的社区商业服务成为了连接线上、线下服务的关键纽带。ZC
快递公司敏锐的察觉到了社区商业服务的市场前景，集成了快递服务、物业管理、
日用百货销售、代办电信业务等多元社区服务，成立2年时间迅速扩张至100
余家门店，但是随着门店扩张，服务标准不统一、服务质量下降等问题也突显出
来，客户满意度持续下降，严重影响公司运营和公司形象，问题亟待解决。
本文在文献研究、市场调研、数据分析等基础上对ZC快递公司进行深入分
析，指出ZC快递公司现阶段经营中，顾客满意度日趋下降，面临顾客流失等问
题。本文在相关文献的研究结论和相关的理论框架的基础上，分析了ZC快递公
司存在的营销问题，最终对ZC公司的营销策略提出相应的建议。本篇论文共分
为五个部分，第一部分为绪论。主要阐述研究背景和研究意义，国内外研究现状，
研究思路和研究内容。第二部分介绍论文所要引用的相关概念和理论基础。第三
部分是ZC快递营销环境与营销策略问题分析。第四部分ZC快递营销策略优化对
策及保障措施。第五部分是研究结论与展望。
ZC快递公司在众多区域级快递公司中具有一定的代表性，本文的研究可以
为相同的级别的快递公司提供一定的借鉴意义，也能为学者的研究提供一定的理
论参考。
关键词：营销策略优化；满意度；社区快递
1

ZC快递公司营销策略优化研究
ABSTRACT
With the acceleration of urbanization in China, the construction of urban
communities is gradually improved, and the community functions are gradually
complete. As an important unit of residents' life, the development of community
commercial services has been concerned. In the context of the continuous
development of e-commerce, O2O community business services have become the key
link between online and offline services. ZC express company keen sensing
community commercial service market prospect, and integrates the express service,
property management, daily provisions marketing and the community service, set up
two years rapid expansion to more than 100 stores, but with store expansion, service
standard, service quality and other issues also highlight, customer satisfaction
continued to decline, Seriously affecting the company's operation and image, the
problem urgently needs to be solved.
On the basis of literature research, market research and data analysis, this paper
makes an in-depth analysis of ZC Express Company, and points out that in the current
operation of ZC Express Company, customer satisfaction is declining day by day and
customer loss is facing. Based on the research conclusions of relevant literature and
the relevant theoretical framework, this paper analyzes the marketing problems
existing in ZC Express Company, and finally puts forward corresponding suggestions
for the marketing strategy of ZC Company. This paper is divided into six parts, the
first part is introduction. It mainly expounds the research background and significance,
research status at home and abroad, research ideas and research content. The second
part introduces relevant theories and evaluation methods. The third part is ZC
company STP strategy and consumer characteristics analysis. The fourth part of ZC
Express company operation and development status and existing problems. The fifth
part is the optimization of marketing strategy of ZC Express Company. The sixth part
is the research conclusion and prospect.
ZC Express Company is representative of many regional express companies to a
certain extent. The study of this paper can provide certain reference significance for
express companies of the same level and theoretical reference for scholars' research.
Key words: Marketing strategy optimization; degree of satisfaction； community
express
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