义乌天虎快递公司市场营销策略研究

发布时间：2018-05-11 10:45

本文选题：义乌市 + 快递行业　；参考：《西南科技大学》2014年硕士论文

【摘要】：义乌市作为全球知名的小商品城,浙江省四大中心城市之一,汇聚了全国乃至全球的小商品,对外贸易发达。尤其是作为国际贸易综合改革试验区,为义乌的对外贸易转型升级提供了动力。同时,伴随电子商务的日益普及,淘宝产业已经成为义乌的一个新兴和支柱产业,推动义乌国际小商品城的网络化和空间化。义乌发达的国内国际贸易以及电子商务的快速发展,为义务市快递行业的发展带来了前所未有的机遇。目前,义乌市注册的快递企业达一百多家,并且全球四大快递巨头及国内几大知名快递公司先后入驻义乌市。同时,义乌市快递行业国内快件市场总额达到了100万票/天;国际快件从2009年至2013年更是每年以30%的年增长率高速增长,日均30万票/天。面对快递行业的发展机遇,义乌天虎快递有限公司加入到义乌市快递行业的竞争中,近几年中获得较快发展。但是后金融危机时代的影响,经济增速减缓,劳动力、原料、燃料和设备等成本上升,使得快递企业的成本近年来不断上升。同时,快递市场属于完全竞争市场,国内外快递巨头和众多中小快递企业相继进入义乌市快递行业,行业竞争激烈,价格战不断,进一步使得义乌天虎快递公司的经营遇到一定困境。为此,本文义乌天虎快递有限公司为例,以市场营销策略为突破口,为义乌天虎公司寻求营销策略,从而使公司获得可持续地发展。本文首先对国内外研究现状进行了研究和总结归纳,提出本文的研究思路和结构。随后,对义乌天虎快递有限公司的内外部营销环境和内部资源与能力予以分析,获得公司营销环境与能力的现状。在此基础上,对义乌天虎公司进行SWOT分析,进而制定STP营销战略和构建一个“4C+4P+1T”的市场营销策略,使其更够更加符合义乌天虎公司的发展战略。最后,为确保“4C+4P+1T”的市场营销策略的高效和全面实施,提出了相应的具体保障措施。
[Abstract]:Yiwu is a famous commodity city in the world and one of the four central cities in Zhejiang province. Especially as an international trade comprehensive reform experimental area, Yiwu foreign trade transformation and upgrading provided the impetus. At the same time, with the increasing popularity of electronic commerce, Taobao industry has become a new and pillar industry in Yiwu, promoting the networking and space of Yiwu International Commodity City. The rapid development of domestic and international trade and electronic commerce in Yiwu brings unprecedented opportunities for the development of express service industry. At present, Yiwu registered more than 100 express companies, and the world's four major express giants and several domestic major express delivery companies have entered Yiwu. At the same time, the domestic express market in Yiwu has reached 1 million votes per day, and the international express has increased at a high annual rate of 30% from 2009 to 2013, with a daily average of 300000 votes per day. Faced with the development opportunity of express industry, Yiwu Tianhu Express Co., Ltd. joined the competition of Yiwu express industry, and gained rapid development in recent years. But the impact of the post-financial crisis, the slowdown in economic growth, labor, raw materials, fuel and equipment costs, and so on, the cost of express delivery companies in recent years rising. At the same time, the express delivery market belongs to the completely competitive market. The domestic and foreign express delivery giants and many small and medium-sized express enterprises have entered Yiwu express delivery industry one after another. The competition in the industry is fierce and the price war is continuing. Further make Yiwu Tianhu express company management encountered certain difficulties. For this reason, this article takes Yiwu Tianhu Express Co., Ltd as an example, taking the marketing strategy as the breakthrough point, seeking the marketing strategy for Yiwu Tianhu Company, so as to make the company obtain the sustainable development. In this paper, the current situation of research at home and abroad has been studied and summarized, and the research ideas and structure of this paper have been put forward. Then, the internal and external marketing environment and internal resources and capabilities of Yiwu Tianhu Express Co., Ltd. are analyzed, and the present situation of the marketing environment and ability of the company is obtained. On this basis, the SWOT analysis of Yiwu Tianhu Company is carried out, and then the marketing strategy of STP is formulated and a marketing strategy of "4C4P1T" is constructed to make it more suitable for the development strategy of Yiwu Tianhu Company. Finally, in order to ensure the high efficiency and overall implementation of the marketing strategy of "4C 4P 1T", the corresponding concrete safeguard measures are put forward.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F259.23

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