中国邮政函件业务营销战略研究

摘要

函件业务是中国邮政传统业务之一,随着信息时代的来临,互联网、

无线通讯技术的发展逐渐取代了传统书信的沟通方式,中国邮政函件业

务在发展过程中也反映出发展战略、营销策略上存在的问题,面临着函

件市场萎缩、发展方式亟待转型的局面。在经营工作中出现基层单位忽

视营销体系建设,领导简单摊派经营任务、片面追求业务规模和靠成

本拉动增长的情况,职工反映强烈,上访情况严重;个别单位违规低

资费收寄邮件、低资费对外销售邮票及邮资封片卡产品的现象,扰乱

经营秩序,损害邮政企业利益。在服务质量上,邮件延误、丢失和损

毁的投诉时有发生,其原因是投递队伍人员素质及管理水平不高,影响

投递服务质量。

,为了适应当前信息化时代的发展,传统的函件业务要重新进行战略

定位,在营销策略上重新进行调整,以保持长期可持续的发展。研究中

国邮政函件业务的营销战略,得出在当今信息化环境下邮政企业函件业

务生存、经营、发展的方向及其针对目标客户幵发产品的思路及管理办

法,为中国邮政函件专业找准目标、探索路径、转型发展奠定理论基础,

对于中国邮政今后更好的承担普遍服务义务以及更好的幵发竞争性函

件业务市场,可以提供一定的参考价值。

本课题依据价格、产品、渠道等营销战略的主要内容对中国邮政函

件业务进行分析。能够有效的解决中国邮政集团公司盲目制定函件业务

发展目标;各省邮政公司任意幵发高成本、低收益的函件产品;基层单

位缺少函件产品推广营销方案;基层干部职工对函件业务发展有畏难情

绪,硬性摊派函件收入任务等邮政函件发展中的实际问题。论文共分六

章。第一章简要介绍论文撰写的意义,以及营销战略理论的综述。第二

章对函件主要业务进行界定,对国内外邮政企业、国内通讯业及快递行

业的发展现状进行简要分析。第三章从定价策略和定价方法两个维度对

中国邮政函件业务定价进行分析。第四章从函件主要业务角度进行

SWOT分析,通过地域性分析确定业务发展定位,并对五年内业务发展

进行展望。第五章对中国邮政网络渠道建设和营销体系建设进行简要分

析。第六章对普遍服务的函件和竞争类函件业务发展迸行展望。

关键词:中国邮政,函件,营销战略。

北京邮电大学工商管理硕士专业学位论文

CHINA POST MAIL BUSINESS MARKETING

STRATEGY RESEARCH

ABSTRACT

Business correspondence is one of the traditional business of China post,with the

advent of the information age,the development of Internet, wireless communication

technology is gradually replacing the traditional letter of communication, in the

development process of Chinese postal mail business also reflects the development

strategy,the existing problems in marketing strategy, faced with the correspondence

market atrophy, development way to transition. In basic unit work in business

marketing system construction, leading simple apportion tasks of business, one-sided

pursuit of business scale and growth on the cost of worker reflect strong, petitioners in

severe cases; Individual units violate compasses low charges collected mail, low rates

of foreign sales of the postage stamps and sealing piece of card products, disrupting the

management order, damage the interests of postal enterprises. On the quality of service,

the mail delay, loss or damage of the complaints occur,the reason is that the delivery

team personnel quality and management level is not high,affect the quality of delivery

service.

In order to adapt to the development of the current information age,the traditional

correspondence business to make strategic positioning, to adjust on the marketing

strategy,to maintain long-term sustainable development. Research China post mail

marketing strategy of the business, it is concluded that postal enterprises in today's

information environment correspondence of business survival, management,

development direction and target customer development ideas and measures for the

administration of the product, for the Chinese postal mail for professional goals,to

ill

北京邮电人学工商管理硕.丨:专业学位论文



explore the theoretical basis for development path, the transformation, in the future for

China's postal better undertake universal service obligation and better competitive

correspondence business market development, can provide certain reference value.

This topic on the basis of price, product marketing strategy, channel and the main

content of the analysis of China post mail business. Can effectively solve the China

post group company blindly make correspondence business development goals; The

provincial postal company any high development cost, low benefit of correspondence

product; Basic unit lack of correspondence product promotion marketing plan;

Grassroots cadres and workers have the fear to correspondence, business development,

hard apportion letters income tasks such as practical problems in the development of

postal mail. The thesis is divided into six chapters. The first chapter briefly introduces

the significance of the thesis writing, and the theory of marketing strategy. The second

chapter to define main business correspondence, and express of postal enterprises at

home and abroad, the domestic telecommunications industry development present

situation are briefly analyzed. The third chapter from two dimensions of pricing

strategies and pricing method to analyze Chinese postal mail business pricing. Fourth

chapter from the Angle of the correspondence main business SWOT analysis, identify

business through the analysis of the regional development positioning, business

development in five years was forecasted. The fifth chapter of China postal network

marketing channel construction and system construction are briefly analyzed. Chapter

vi correspondence of universal service and competition class letter business

development were discussed.

KEY WORDS: China post, correspondence, Marketing strategy.

IV