广州邮政快递业务营销发展战略

发布时间：2018-03-03 10:41

本文选题：广州　切入点：邮政快递　出处：《华中师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着全球贸易一体化地不断深入,快递行业也迎来了难得的发展契机。我国的人口基数庞大,对于物流的需求量也很大,因此快递行业在我国发展的速度十分迅猛,且在多家企业激烈竞争的宏观环境下依然保证了盈利能力,这说明快递行业依然处于供不应求的状态,也说明据快递行业还有巨大的发展空间。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,快递行业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。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已不明显。在充分研究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。
[Abstract]:With the deepening of global trade integration, express delivery industry also ushered in a rare opportunity for development. China's population base is huge, the demand for logistics is also very large, so express delivery industry is developing very fast in our country. And under the macro environment of fierce competition among many enterprises, the profitability is still guaranteed. This shows that the express delivery industry is still in a state of shortage of supply, and that according to the express delivery industry, there is still enormous room for development. Guangzhou is a first-tier city in our country. The speed of economic development has always been ahead of that of the whole country, and the express delivery industry has been in the leading position in the whole country. Guangzhou Post has been in the leading position in the industry since its establishment, accounting for half of the market share of the industry in Guangzhou. But with China's accession to the World Trade Organization, the express delivery industry needs to be opened to the outside world. Many express companies in developed countries have found huge business opportunities in our country's market. As a result, one after another, in order to secure the market in China, the business development of Guangzhou Post has been greatly challenged. After that, in order to ensure the market competitiveness of enterprises, China Post has implemented the strategy of separating government from enterprise. At the same time, private funds were allowed to set foot in the express delivery industry. At one time, many express delivery companies sprang up like bamboo shoots, which made the express delivery industry take on a state of development with a hundred flowers in full bloom. In such a macro environment, Fierce market competition and homogeneous service have led to the disorderly development of the industry, and the profit space of Guangzhou Post has been seriously compressed. This study begins with the analysis of the current situation of express delivery business of Guangzhou Post Express Logistics Company. We understand that the competitive advantage of the company in the market is the brand effect created by the long-term operation and the relatively perfect postal network system. However, because of the increasingly severe competition situation in the speed business market, The company lacks the mature marketing theory to guide the marketing work, which leads to many defects in the current marketing strategy, which directly leads to the decrease of the growth rate of the company's market share. After studying the present situation of express delivery business of Guangzhou Post Express Logistics Company, this paper summarizes seven main problems of express marketing strategy of Guangzhou Post Express Logistics Company. Then, based on the competitive environment and competitive conditions of the company at the present stage, the paper analyzes the operating conditions of the peer competitive enterprises, and adopts the modern marketing theory to formulate the optimization scheme of the marketing strategy for the company, and the product strategy for the company. The pricing strategy, the channel strategy and the promotion strategy are all adjusted. In order to ensure the effectiveness of the management strategy, the relevant safeguard measures are put forward. Finally, it is hoped that the market share of Guangzhou Post Express will be expanded through this study. To achieve good marketing performance to provide some help.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F618;F259.27;F274

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