III
摘 要
自 1978 年改革开放以来，快递行业发展非常迅速，我国快递市场目前存在国有、
民营、外资三种态势。国际快递巨头凭借充足的资金与多年快递行业的经营经验独占鳌
头，在我国快递市场国际业务板块中占据绝大部分份额，同时我国国内民营快递企业也
取得飞速发展，市场的扩张为在我国快递行业中出现最早的邮政快递提供了广阔的空
间，当然这些国内外竞争对手给邮政快递带来巨大压力。作为中国邮政快递物流的分公
司，S 市邮政快递物流公司若不针对其邮政快递这一核心业务制定出贴合实际的营销策
略，降低成本，扩大销路，不然就会面临市场份额被进一步瓜分的局面。因此，研究分
析 S 市分公司邮政快递的营销策略大势所趋，对实践具有很强的指导意义。
本文首先介绍了 S 市邮政快递这一核心业务的经营现状，包括公司的人力源现状，
车辆配置，公司业务范围，通过对快递市场需求分析找到它的需求来源以及影响需求的
因素，并进一步具体了解主要竞争对手的基础上，对邮政 S 市分公司进行 SWOT 分析，
指出它的优势、劣势、机会、威胁，进而制定相关的营销策略，如品牌策略，价格策略，
渠道策略，促销策略等，最后对邮政 S 市分公司的营销策略提出实施建议，达到扩大销
量，降低成本，提高公司效益的目的，进一步巩固保持市场优势的地位，促进公司健康
平稳的发展。
关键词： 邮政快递 SWOT 分析 主要竞争对手 品牌策略 营销策略Abstract
Since the 1978 reform, the development of the courier industry is very fast, China's
express delivery market is the existence of state-owned, private, foreign three
trend.International express delivery giant with sufficient funding and years of operating
experience in the courier industry champion, occupy most of China's express delivery market
share in the international business sector, while China's domestic private courier companies
have also made rapid development, the expansion of the market for express delivery industry
in our country the earliest appearance of the Post Express offers a broad space, of course,
these domestic and foreign competitors to the Post Express enormous pressure.As China Post
Express Logistics Branch, S City Post Express logistics company if developed for its core
business of the Post Express fit the actual marketing strategy, reduce costs and expand sales,
or they will face the market share is further carved up situation. Therefore, the study analyzes
S City branch postal courier marketing strategy trend, with strong guidance for practice.
This paper describes the operating status of the S City Post Express core business,
including the status of the company's human source, vehicle configuration, the company's
business scope, by market demand for express analysis needs to find its source and the factors
affecting demand, and further specific Learn the basics of major competitors on the postal S
City branch SWOT analysis, pointing out its strengths, weaknesses, opportunities and threats,
and thus the development of relevant marketing strategies, such as brand strategy, pricing
strategy, channel strategy, marketing strategy, Finally, the postal S City branch of marketing
strategies to implement the recommendations, to expand sales, reduce costs and improve
effectiveness of the company's aim to maintain and further consolidate the position of market
dominance, and promote the healthy and stable development of the company.
Keywords ： Post Express; SWOT analysis; major competitors; brand strategy ;
Marketing Strategy