中国邮政速递业务（EMS）营销策略研究

发布时间：2018-01-18 11:34

本文关键词：中国邮政速递业务（EMS）营销策略研究　出处：《山东大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着快递市场的迅猛发展,中国速递市场的竞争变得异常激烈。国外速递公司的渗透,本土民营企业的不断涌现,都对中国邮政速递业务(EMS)的发展带来了巨大的威胁和挑战,“一枝独秀”的局面不复存在。作为中国速递业的先驱和领导品牌,中国邮政速递业务(EMS)的处境有些尴尬。与国外速递企业在硬件设施和技术水平方面存在差距,在经营方式和策略制定方面又不如民营速递企业灵活,这样中国邮政速递业务(EMS)很难在当前的市场环境下取得突破。对于EMS的营销人员来说,必须充分认识到营销环境所发生的巨大变化,并能全面了解和灵活运用重要的营销理论,以帮助企业制定出适宜的营销策略,才能在瞬息万变的市场环境中赢得先机,成为各类速递市场的主流和消费者的首选。在当前速递服务普遍同质化的前提下,消费者的选择更加随意,快递服务的口碑传播影响力不断增强,EMS更应关注消费者需求的个性化,剔除刻板的行为,如定价制度等,不断增强自身实力,迎合市场发展的需要。 EMS的建设和发展对于中国快递市场具有特殊重要的意义,它既是国有企业,也是中国速递的先驱和领导品牌。在营销策略方面,EMS采取了品牌营销策略、广告营销策略、情感营销等方式,不可谓不灵活多样,但没有形成整体的营销体系,在营销实践中无法相互支撑和联合,达到最优的营销效果。所以,为适应当前的市场变化,必须建立起适宜企业自身的、完整的、系统的、有机的营销体系。通过本文的研究,可以使人们对当前的速递市场有一个比较清晰地认识,对中国邮政速递业务(EMS)的现状有所了解并对发展前景有所展望,期待为其他相关理论研究起到抛砖引玉的作用。本文在对4P'S、4C’S、4R's和5C-4P等营销学及其相关理论的研究和比较的基础上,从中国邮政速递业务(EMS)的现状入手,在分析了EMS的现状、存在的问题及市场竞争环境的基础上,构造了5C-4P-2T营销组合策略模型,并分别对5C策略、4P策略、2T策略进行了分析,并且从构建企业文化、创新企业体制、提升服务质量、推行全员营销和实施人才战略方面提出了策略的保障措施,期待为中国邮政速递业务(EMS)的发展提供理论和实践上的借鉴。
[Abstract]:With the rapid development of express delivery market, the competition of express delivery market in China has become extremely fierce. The penetration of foreign express delivery companies, the emergence of local private enterprises. Both of them have brought great threats and challenges to the development of China Postal Express Service (EMSS), and the situation of "outstanding alone" no longer exists. As a pioneer and leading brand of China's express delivery industry. The situation of China Post Express Service (EMSS) is somewhat awkward. There is a gap with foreign express enterprises in hardware facilities and technical level, and they are not as flexible as private express delivery enterprises in terms of management mode and strategy formulation. In this way, China Post Express Service (EMS) is difficult to make a breakthrough in the current market environment. For the marketers of EMS, it is necessary to fully realize the great changes that have taken place in the marketing environment. And can fully understand and flexible use of important marketing theory in order to help enterprises to formulate appropriate marketing strategies in order to win the first chance in the rapidly changing market environment. Become the mainstream of all kinds of courier market and the first choice of consumers. Under the premise of the general homogeneity of express delivery service, the choice of consumers is more casual, and the influence of word of mouth of express delivery service is constantly enhanced. EMS should pay more attention to the individuation of consumer demand. Eliminate stereotypical behavior, such as pricing system, constantly enhance their own strength to meet the needs of market development. The construction and development of EMS is of special significance to the Chinese express market. It is not only a state-owned enterprise, but also a pioneer and a leading brand of express delivery in China. EMS has adopted brand marketing strategy, advertising marketing strategy, emotional marketing and other methods, it is not not flexible and diverse, but has not formed an overall marketing system, in the marketing practice can not support each other and combine. Therefore, in order to adapt to the current market changes, we must establish a suitable enterprise own, complete, systematic, organic marketing system. It can make people have a clear understanding of the current express market, understand the current situation of China Postal Express Service (EMSS) and have a prospect for its development. Look forward to other relevant theoretical research play a role. On the basis of the research and comparison of the marketing theories of 4PX, 4CX, 4RX and 5C-4P, this paper starts with the present situation of China Postal Express Service (EMSs). On the basis of analyzing the present situation, the existing problems and the market competition environment of EMS, the 5C-4P-2T marketing combination strategy model is constructed, and the 5C strategy is divided into 4P strategy. 2T strategy analysis, and from the construction of corporate culture, innovation enterprise system, improve the quality of service, the promotion of all-staff marketing and the implementation of talent strategy aspects of the security measures. Looking forward to providing theoretical and practical reference for the development of China Postal Express Service (EMSS).
【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】：F274;F618

【参考文献】