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MBA毕业论文_山邮政公司快递包裹业务营销策略研究PDF

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近年来,随着电子商务和网上购物的蓬勃发展,与之密切相关的快递业也得到了 快速发展。众所周知,中国邮政公司是我国快递服务类企业的龙头老大,在很长时期 内处于市场垄断地位。但随着快递市场不断扩张,越来越多的民营快递公司迅速崛起, 凭借其速度快、价格低、经营方式灵活等特点,抢占了大部分市场份额,给中国邮政 公司带来了巨大的竞争压力。 鉴于此,中国邮政公司于2012年增设了快递包裹业务,主要服务于电商客户、 普通用户的轻小包裹快递,与各大快递企业展开竞争。然而,自其开办至今,快递包 裹业务的发展并不顺利,2017年全国快递包裹业务量仅完成32亿件,占全部市场份 额的7.4%。作为中国邮政公司的地市级分支,唐山邮政公司的快递包裹业务发展更是 步履维艰,由于其推出时间远远落后于其他快递公司,在产品设计、寄递时限、价格 定位等方面存在较多制约其发展的问题,业务发展陷入了巨大困境。因此,制定有针 对性的营销策略,帮助其实现扩大市场份额、提高企业效益的营销目标,是企业迫切 需要解决的问题。 本文在相关文献研究的基础上,对唐山邮政公司的快递包裹业务进行了现状分析, 结合唐山地区整个快递市场的发展大环境,研究其自身发展过程中存在的问题,对比 顺丰、申通等民营快递公司的营销策略,运用7P营销理论,对唐山邮政公司快递包 裹业务的产品、价格、分销、宣传等方面进行深入分析,提出适合其发展的营销策略。 本研究成果对于该公司提高市场占有率、实现盈利、获取竞争优势、逐步成为唐山地 区快递服务的引导者具有一定的指导意义,也可为同类公司的营销活动提供参考。 关键词:唐山邮政;快递包裹;营销策略 II Abstract In recent years, with the vigorous development of e-commerce and online shopping, the express industry has been developing rapidly. As we all know, China Post is the leader of China's express delivery service enterprises, and holding the monopoly position in a long period of time in the market. However, with the continuous expansion of the express delivery market, more and more private express delivery companies have rapidly emerged. With their fast speed, low price, and flexible operating methods, they have seized most of the market shares and brought huge competitive pressure to China Post. In view of this, China Post Company added an express Parcel service in 2012, which mainly serves e-commerce customers and ordinary users 'light and small package couriers, and competes with major express delivery companies. However, since its establishment, the development of the express parcel business has not been smooth. In 2017, the volume of express parcels nationwide was only 3.2 billion, accounting for 7.4 % of the total market share. As a prefecture-level branch of China Post Company, Tangshan Post Company's express parcel business development is even more difficult. Because its launch time is far behind that of other courier companies, there are more restrictions on product design, delivery time, and price positioning. The problem of its development, Business development is in great difficulty. Therefore, designed a targeted marketing strategy to help it achieve the marketing goals of expanding market share and improve corporate efficiency is the urgent problem which it should be solved. On the basis of relevant literature research, this paper analyzes the present situation of the express Parcel service of Tangshan Post Company, and studies the problems in the course of its own development in the light of the overall development environment of Tangshan express market. Compared with the marketing strategies of private express delivery companies such as SF-express and ZTO express, using the 7P marketing theory, in-depth analysis of the products, prices, distribution, and publicity of Tangshan Post's express parcel business was conducted, so as to select a marketing strategy suitable for its development. The results of this research not only improve its market share, achieve profitability, competitive advantage, making it become the guide of Tangshan express service, but also supply the thought and method for others same type corporations. Key words:Tangshan post;express package;marketing strategy III 目 录 摘要 ................................................................................................................................. I Abstract .................................................................................................................................. II 第一章 绪论 ...................................................................................................................... - 1 - 1.1研究背景 ...................................................................................................................... - 1 - 1.2研究意义 ...................................................................................................................... - 2 - 1.3研究目标和思路 .......................................................................................................... - 2 - 1.4研究方法 ...................................................................................................................... - 2 - 1.5研究内容及框架 .......................................................................................................... - 3 - 第二章 相关理论及文献研究 .......................................................................................... - 5 - 2.1快递服务相关理论 ...................................................................................................... - 5 - 2.1.1快递服务相关概念 ............................................................................................ - 5 - 2.1.2电子商务快递服务质量 .................................................................................... - 5 - 2.2营销策略相关理论 ...................................................................................................... - 7 - 2.2.1 7P营销理论 ....................................................................................................... - 7 - 2.2.2 STP理论 ............................................................................................................ - 8 - 2.2.3 PEST分析 .......................................................................................................... - 8 - 2.2.4波特五力模型 .................................................................................................... - 8 - 第三章 唐山邮政快递包裹业务的外部环境分析 .......................................................... - 9 - 3.1 宏观环境分析 ............................................................................................................. - 9 - 3.1.1政策法律环境 .................................................................................................... - 9 - 3.1.2经济环境 ............................................................................................................ - 9 - 3.1.3社会环境 .......................................................................................................... - 12 - 3.1.4技术环境 .......................................................................................................... - 12 - 3.1.5结论 .................................................................................................................. - 13 - 3.2 市场环境分析 ........................................................................................................... - 13 - 3.2.1唐山地区快递市场分析 .................................................................................. - 13 - 3.2.2新进入者威胁 .................................................................................................. - 14 - 3.2.3购买者议价能力 .............................................................................................. - 14 - 3.2.4供应商议价能力 .............................................................................................. - 15 - 3.2.5替代品威胁 ...................................................................................................... - 15 - 3.3 行业竞争对手分析 ................................................................................................... - 15 - IV 3.3.1顺丰速运 .........................................................................................