济宁邮政市场经营策略研究

发布时间：2018-01-11 16:12

本文关键词：济宁邮政市场经营策略研究　出处：《山东大学》2012年硕士论文　论文类型：学位论文

【摘要】：邮政企业是重要的社会公用企业,邮政网络是重要的社会基础设施。长久以来,中国邮政构建了遍布全国的网络资源,成为促进国民经济发展的重要组成部分。然而,随着现代通信技术的迅猛发展,邮政企业的“生态环境”正发生着巨大的变化。进入新世纪以来,邮政自身也在不断变革,实现了政企分开,公司化改革,直面市场竞争。邮政企业如何在充满挑战与机遇的市场中实现转型,内强素质,外树形象,勇立潮头,如何更好地利用核心资源获取新的利润增长点和提高经济效益,迫在眉睫。本文从分析邮政内外环境出发,介绍了邮政三大板块业务的概念、特征、分业经营与融合发展格局,运用PEST方法和SWOT方法,分析机遇与挑战、优势与不足,指明努力的方向,如何实现扬长避短；借鉴邮政同行、竞争对手、合作伙伴的成功案例,提出济宁邮政如何建立以市场为导向的营销体系；从山东济宁市的区域实际出发,分析市场规律,找出商机和结合点。最后提出济宁邮政市场经营发展策略,指出应重点开发哪些市场,发展哪些业务,如何定位,如何实施经营创新、资源整合、HR优化、平台能力提升与服务流程优化。本文的创新点是将转型期的邮政企业与区域经济发展密切结合,将整合营销理念落实到企业市场拓展和经营创新中,为济宁邮政设计出市场经营发展策略,并提出实施与保障措施。
[Abstract]:Postal enterprises is an important social public enterprise, the postal network is the important infrastructure. For a long time, Chinese post constructed all over the country's cyber source, has become an important part of promoting the development of national economy. However, with the rapid development of modern communication technology, the postal enterprises "ecological environment" is undergoing tremendous changes since entering the new century, the post itself is also constantly change, the realization of the government, the corporation reform, postal enterprises face competition in the market. How to achieve the transformation in full of challenges and opportunities in the market, strong quality, outside tree image, Yong forefront, how to make better use of core resources to obtain a new profit growth point and to improve the economic benefit and imminent.
Based on the analysis of the internal and external environment of the post, the concept, the paper introduces the postal business three plates of specialized and integrated development pattern, using PEST method and SWOT method, analysis of opportunities and challenges, advantages and disadvantages, to specify the direction, how to realize the weaknesses; learn from the postal counterparts, competitors, the successful case of partners Jining post, put forward how to establish a market-oriented marketing system; from the Shandong Jining city regional situation, analysis of the laws of the market, identify opportunities and point. Finally, Jining postal market business development strategy, points out that we should focus on the development of what the market, what businesses, how to locate, how to implement the management innovation, integration of resources HR platform to enhance the ability of optimization, and service process optimization.
The innovation of this paper is to closely integrate postal enterprises and regional economic development in the transformation period, integrate the marketing concept into the business market expansion and business innovation, design the market operation and development strategy for Jining post, and put forward the implementation and safeguard measures.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F616

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