P公司智能包裹柜社区物流运营战略研究

发布时间：2018-02-28 00:35

本文关键词： 智能包裹柜社区物流运营策略邮政　出处：《华南理工大学》2016年硕士论文　论文类型：学位论文

【摘要】：在政治、经济、社会、技术的推动下,快递业开进了发展的快车道,也对快递业提出了新的要求。社会对快递的需求由刚性需求转变为柔性需求,传统社区物流模式遇到投递难、投递成本高、收件人安全受威胁的问题。P公司选择了基于智能包裹柜的社区物流模式来解决以上问题。P公司从2013年末推出基于智能包裹柜的社区物流模式,运营至今取得一些成果,也遇到了运营定位未清晰、运营模式不成熟、客户规模不够大、竞争优势不突出的问题。本文第一章对P公司运营现状和遇到的问题进行归纳;然后在分析P公司项目运营的外部宏观环境机遇、竞争结构、竞争对手威胁,以及分析P公司企业内部资源和能力后,在第五章和第六章针对性地提出运营战略和关键措施建议:一是将P公司智能包裹柜定位为社区服务综合体,与其他包裹柜形成差异化。二是提出建设联合政府和企业共同建设社区服务综合体的策略,具体是发挥体制优势,从完善公共服务角度争取政府智慧邮局建设的支持,联合银行、物业、学校大型连锁超市等,增设智能包裹柜。三是通过直接宣传与侧面引导策略,提升使用率。直接宣传策略是加强用户对智能包裹柜作为社区服务综合体的认知,并以利益吸引使用。侧面引导策略是发动社会快递员使用智能包裹柜,培养用户习惯。四是做好政府关系管理,在布放、服务、宣传方面支持。五是做好物业关系管理,以利益分享和特色社区服务来与物业方进行捆绑。六是提出快速布放期、社区O2O平台期和社区便民助手期的三年运营计划,保持用户粘度。七是探索以第三方专业公司的方式更高效、更高层次地运营项目。
[Abstract]:Driven by politics, economy, society and technology, the express delivery industry has entered the fast track of development and put forward new requirements for the express delivery industry. The demand for express delivery has changed from rigid demand to flexible demand. The traditional community logistics model is difficult to deliver, and the delivery cost is high. The problem that the recipient's safety is threatened. P Company has chosen the community logistics mode based on intelligent parcels to solve the above problems. P Company launched the community logistics mode based on intelligent parcels in end of 2013, and has made some achievements so far. Also encountered the operation positioning is not clear, the operation mode is not mature, the customer scale is not big enough, the competitive advantage is not outstanding. Then, after analyzing the external macro environment opportunity, competition structure, competitor threat and internal resources and ability of P Company, In Chapter 5th and Chapter 6th, the author puts forward the operation strategy and key measures. Firstly, the intelligent package cabinet of P Company is positioned as a community service complex. The second is to put forward the strategy of building a coalition government and enterprises to jointly build a community service complex, specifically to bring into play the institutional advantages and to win the support of the government for the intelligent post office construction from the angle of perfecting public services. Union Bank, property, large chain supermarkets, etc., add intelligent package cabinets. Third, through direct publicity and side guidance strategy, Direct publicity strategy is to enhance users' understanding of smart parcels as a community service complex and attract use with benefits. Side guidance strategy is to mobilize social couriers to use smart parcels. Cultivate user habits. Fourth, do a good job of government relationship management, support in distribution, service, and publicity. Fifth, do a good job of property relationship management, bundle with the property side by means of benefit-sharing and characteristic community service. Sixth, propose a quick placement period. The three-year business plan of community O2O platform and community convenience assistant period, maintain user viscosity. Seventh, explore more efficient and higher level operation of projects in the way of third-party professional companies.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F259.23

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