MAC快递公司营销策略研究

发布时间：2018-03-04 18:22

本文选题：民营快递公司　切入点：物流管理　出处：《沈阳理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：目前我国快递市场中民营快递企业大量涌现,但是在一些国有和外资快递企业的竞争压力下,真正能争得一席之地的并不多。本文通过总结分析大量文献、官方网站及各类新闻报道,认为其主要原因是市场对民营快递企业的起点要求不高、经营体系有待完善,导致民营快递企业相对于国际快递和国有快递企业存在更多亟待解决的问题。随着中国经济的合理健康发展、快递市场需求的逐渐增加及相关法制体系的不断健全,民营快递企业在提高服务水平、完善物流运输体系、调整内部组织结构等方面取得了长足进步,其市场份额也在逐渐扩大,近几年以顺丰和“三通一达”中通、圆通、申通和韵达为代表的一些民营快递企业己经有了快速的发展。本文共6章:第1章为本文的研究背景与意义;第2章介绍相关概念与理论;第3章对MAC快递公司的营销环境进行分析;第4章通过对现有营销策略进行分析,针对出现的问题进行研究;第5章结合现有营销策略分析与问题研究,提出改进方案;第6章提出实现营销策略的保障措施。本文以对一家民营快递公司MAC公司实地走访调研的结果为依据,综合运用多种营销学理论及工具,在对MAC公司的营销环境进行PEST、SWOT分析的基础上,提出MAC公司现有的营销策略及存在的问题,研究适用于MAC公司的营销策略,并提出实现营销策略的保障措施。本文旨在以对民营中小型快递公司MAC公司营销策略的调查分析为例,为今后民营快递公司的发展提供有价值的帮助。
[Abstract]:At present, a large number of private express enterprises have emerged in the express market of our country, but under the competition pressure of some state-owned and foreign express delivery enterprises, there are not many people who can really win a place. Official websites and various news reports believe that the main reason for this is that the market does not have a high starting point requirement for private express companies, and the business system needs to be improved. As a result, private express enterprises have more problems to be solved than international express delivery and state-owned express delivery enterprises. With the sound development of China's economy, the increasing demand for express delivery market and the continuous improvement of related legal system, Private express delivery enterprises have made great progress in improving the service level, perfecting the logistics transportation system, adjusting the internal organizational structure, and so on. Their market share has also been gradually expanded. In recent years, they have made great progress with Shunfeng and the "three links and one link", Zhongtong and Yuantong. Some private express delivery enterprises represented by Shentong and Yunda have developed rapidly. This paper consists of 6 chapters: chapter 1 is the background and significance of this paper, chapter 2 introduces the related concepts and theories. The third chapter analyzes the marketing environment of MAC express company; the fourth chapter analyzes the existing marketing strategy and studies the existing problems; the fifth chapter combines the existing marketing strategy analysis and problem research and puts forward the improvement plan. The sixth chapter puts forward the safeguard measures to realize the marketing strategy. Based on the results of a field visit to a private express company MAC, this paper synthetically applies various marketing theories and tools. Based on the analysis of MAC Company's marketing environment, this paper puts forward the existing marketing strategy and existing problems of MAC Company, and studies the marketing strategy suitable for MAC Company. The purpose of this paper is to provide valuable help for the development of private express delivery companies in the future by taking the investigation and analysis of the marketing strategies of the small and medium sized express delivery company MAC as an example.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F259.23

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