基于市场调研的邮政国内小包营销策略研究

发布时间：2018-03-31 12:17

本文选题：市场调研　切入点：国内小包　出处：《厦门大学》2014年硕士论文

【摘要】：近年来,电子商务迅速的发展带动了整个快递行业的高速发展,快递行业50%以上业务收入来自电子商务。为适应客户需求变化、市场竞争加剧以及电子商务等新经济模式的宏观环境,2012年8月中国邮政发挥自身在寄递市场的服务优势,整合现有资源,面向电子商务等客户提供轻小物品寄递服务，，开办了国内小包业务。但是,在激烈的市场竞争环境中,国内小包在价格和时限方面没有绝对优势,在市场认可度和内部支撑上仍存在一些问题。为摸清电子商务寄递市场现状,分析电子商务快递服务的消费行为,更好地做大做强国内小包业务,不断满足日益增长的轻小件寄递市场需求,本文运用理论分析和实证研究相结合的方法,深入分析国内小包业务的优劣势和存在问题。本文根据消费者行为、市场调研等相关理论和方法,结合国内小包的自身特点进行问卷设计和网络调查,运用SPSS软件对问卷数据进行描述性统计分析、交叉分析和相关性分析,试图分析电子商务快递服务的消费者行为和市场需求。根据理论分析和问卷调查数据分析,结合消费者行为和市场营销的相关理论知识,本文为中国邮政集团公司提出了邮政国内小包的营销策略。这些策略具体包括：在客户需求方面,要优化产品设计,加强时限管理,建立理赔机制；在客户便利方面,要优化揽投渠道,完善售后服务；在客户沟通方面,要加大业务宣传推介力度,加强客户沟通和客户体验,构建评价机制,规范服务用语；在客户愿付成本方面,要改进价格管理机制,实行差异化价格,发挥续重价格优势；在集中管控方面,要加强质量管控,完善运作支撑。
[Abstract]:In recent years, the rapid development of e-commerce has driven the rapid development of the express industry, more than 50% of the business income of express industry from e-commerce. In order to adapt to the changing needs of customers, the macro environment of market competition and a new economic model of electronic commerce, August 2012 China postal market service delivery in the play to their own advantages, the integration of existing resources, for electronic commerce and other customers to provide small goods delivery services, opened the domestic parcel business. However, in the fierce competition in the market environment, the domestic small there is no absolute advantage in price and time, there are still some problems in the market recognition and internal support.
For the current situation of business delivery market to find out the electronic, consumer behavior analysis of e-commerce express service, better bigger and stronger domestic small business, small light delivery continue to meet the growing market demand, this paper uses the method of theoretical analysis and empirical research combining the advantages and problems of in-depth analysis of domestic small business according to the consumer. Behavior, market research and other related theories and methods, combined with the characteristics of packet design questionnaire and network survey, using SPSS software, descriptive statistical analysis of the questionnaire data, make analysis and analysis of cross correlation to consumer behavior and market demand analysis of the e-commerce courier services.
According to the analysis of theoretical analysis and questionnaire survey data, combined with relevant theoretical knowledge of consumer behavior and marketing, proposed the marketing strategy for the domestic postal parcel post group Chinese. These strategies include: customer demand, to optimize the product design, strengthen time management, establish a compensation mechanism; in the aspect of customer convenience. To optimize the investment channels to improve customer service package, service; in the aspect of customer communication, to increase business promotion efforts, strengthen the communication with customers and customer experience, build the evaluation mechanism, standardized service; pay the cost in the customer may, in order to improve the price management mechanism, the implementation of differentiated prices, play continued heavy price advantage in centralized control; hand, to strengthen quality control, improve the operation support.

【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F618;F259.2;F274

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