CP速递物流公司营销模式转型研究

发布时间：2018-07-27 13:49

【摘要】：近年来,随着流通领域及电子商务的活跃和繁荣,快递市场需求日益旺盛。同时,随着中国速递市场的不断开放,国外速递“四大家族”纷纷登陆中国,民营速递公司日益崛起,给一度占有中国速递市场绝对份额的CP速递物流带来前所未有的冲击,市场占有率和增长率急剧下降。面对旺盛的快递服务需求和激烈的市场竞争环境,进一步深化改革、创新经营思路,实施正确、有效的营销模式,加快CP速递物流的转型升级,提升企业的核心竞争力,确立CP速递物流的行业地位,是CP速递物流递刻不容缓的现实问题。本文以CP速递物流公司为例进行了分析研究。首先介绍了该公司的现状、发展历程,再利用SWOT分析工具,对公司面临的机遇、挑战、优势、劣势进行了分析。在此基础上,又对标竞争对手,从营销模式的8个要素进行对标分析,将传统营销模式进行优化创新,找出适合CP速递物流公司发展的营销模式,旨在解决目前经营发展较差的现状。为了保证营销模式的顺利转型,并提出了网络运营、人力资源管理、财务管理、信息化建设和标准化建设等五方面的支撑保障建议。本文以客户需求为导向,将理论与实际相结合,将市场营销有关研究用到CP速递物流公司的营销模式转型工作上,提高企业的竞争力,实现企业的变革,促进业务的快速健康的发展。
[Abstract]:In recent years, with the active and prosperous circulation field and the prosperity of electronic commerce, the demand of express delivery market is becoming more and more vigorous. At the same time, with the continuous opening of China's express delivery market, foreign express delivery "four families" have landed in China. Private express delivery companies are growing up, bringing the CP express delivery logistics that once occupied the absolute share of the Chinese express market. In the face of the shock, the market share and the growth rate have dropped sharply. Facing the strong demand of express service and the fierce market competition environment, we will further deepen the reform, innovate the thinking of management, implement the correct and effective marketing mode, accelerate the transformation and upgrading of the CP delivery logistics, enhance the core competitiveness of the enterprise, and establish the position of the CP express delivery logistics industry. CP delivery logistics is an urgent and realistic problem.
This paper takes the CP delivery logistics company as an example. First, it introduces the status of the company, the course of its development, and then analyzes the opportunities, challenges, advantages and disadvantages of the company by using SWOT analysis tools. On this basis, it also analyzes the 8 elements of the marketing model and the traditional marketing mode. To optimize the innovation and find out the marketing mode suitable for the development of CP delivery logistics company, the purpose is to solve the current situation of poor management and development. In order to ensure the smooth transformation of marketing mode, it puts forward five support proposals for the support of network operation, human resource management, financial management, information construction and standardization construction.
This paper, based on customer demand, combines theory with practice, and uses the marketing related research to transform the marketing model of CP delivery logistics company to improve the competitiveness of the enterprise, realize the change of the enterprise and promote the rapid and healthy development of the business.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F259.23;F274

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