但是，从 20 世纪 90 年代末开始，随着外资速递企业进入中国市场和民营速递
企业实力提升，天津邮政速递业务的市场占有率、业务量和业务收入增长率都呈现
出下降趋势。天津邮政速递业务在激烈的市场竞争中所处的地位越来越不利，面临
着前所未有的巨大挑战。
本文在详细阐述天津邮政速递业务现状的基础上运用 PEST、SWOT 等分析方法，
从宏观环境、行业结构、自身状况等多方面对天津邮政速递业务进行了深入全面的
分析。通过分析发现，百年邮政的品牌效应和成熟的邮政网络是天津邮政速递的优
势，竞争激烈的速递业务市场是其所处的环境，没有以先进的市场营销理论作为指
导，制定系统的、适合天津邮政速递的营销策略是造成其市场竞争力下降的一个重
要因素。
本文在对天津邮政速递业务进行了详细分析的基础上，总结出天津邮政速递业
务营销策略方面存在的问题，并根据目前的竞争环境、竞争条件和主要竞争对手情
况，运用了现代营销理论中的 4p 策略，对现行营销策略进行调整，提出了新的产
品策略、定价策略、渠道策略和促销策略，并阐述了营销策略实施的保障措施。希
望本文对天津邮政速递的市场营销起到一定的指导和借鉴作用。
关键词：营销策略 速递 天津邮政
ABSTRACT
Tianjin Postal Express has been the main force in Tianjin market since it developed in
1980.Nowadays,Tianjin EMS has spneaded into 210 countries and regions across the
world and more than 2100 cities all over the country.It has a mail dealing center with an
area of over 30000 square meters.Custom Serving Center has a perfect information
monitor and check tracking system.It is a wonderful serving network with the best service,
largest scale,developed facilities and advanced equipment.It leads the Tianjin market all
the time.
Since the late 1990s, however, with the the foreign express companies entering the
Chinese market and the increasing strength of private countiers.The market share and
growh rate of Tianjin Postal Express are both dropping. Tianjin Postal Express took the
disadvantage place in the competing market.It is faced with a great challenges.
This article in elaborated Tianjin postal-delivery business status quo on the basis of
using PEST and SWOT analysis method, from the macro environment, industry structure,
sensors and actuators, condition of Tianjin postal-delivery business carried on the
thorough analysis in an all-round way. Through the analysis found that one hundred
postal brand effect and maturity of the postal network is the advantage of Tianjin
postal-delivery, Courier business market competition is its environment, without using the
advanced marketing theory as the guide, set up system, suitable for Tianjin
postal-delivery marketing strategy is an important factor to the decline in its market
competitiveness.
Based on Tianjin postal service express delivery points in detail, on the basis of
summed up the Tianjin postal-delivery business marketing strategy problems, and
according to the current competitive environment, competition condition and the major
competitors, using the modern marketing theory of 4 p strategy, adjust the marketing
strategy, and puts forward a new product strategy, pricing strategy, channel strategy and
promotion strategy, and elaborated the marketing strategy implementation of safeguard
measures. Hope that this article marketing for Tianjin postal-delivery play a certain
guidance and reference function.
KEY WORDS：marketing strategy，express，TianJin postal
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