西北大学学位论文知识产权声明书
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西北大学学位论文独创性声明
本人声明：所呈交的学位论文是本人在导师指导下进行的研究工作及
取得的研究成果?据我所知, 除了文中特别加以标注和致谢的地方外 , 本
论文不包含其他人已经发表或撰写过的研究成果 , 也不包含为获得西北大
学或其它教育机构的学位或证书而使用过的材料?与我一同工作的同志对
本研究所做的任何贡献均已在论文中作了明确的说明并表示谢意?
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摘要
摘要
更多的众多行业在经济的发展，与人们的生活水平的提高中得到发展机遇，例如快
递行业就是其中之一。由此作为龙头物流企业的顺丰速运公司利用该优势迅速崛起。顺
丰速运公司凭借深入人心的品牌效应，以及安全、高效与便捷的服务内容在快递企业中
备受好评。但是由于第三方物流处于一个复杂的内外部环境中, 物流企业发展仍然存在
一些问题。根据结构资本、市场份额以及运营方式的不同, 民营快递公司在我国普遍可
以分为四种不同的类型。其中诸如中通、韵达等快递类型, 普遍归属为依照自身系统的
完善结合电商优势下, 通过资金链与业务对其他快递类型业务进行吞并与收归己有 , 并
形成专属的非自建物流的业务供应链体系。由此可见在激烈竞争的当下阶段, 本文研究
目的在于帮助西安顺丰速运公司更加合理、健康的可持续发展, 通过结合快递行业的实
际现状探索出一套属于西安顺丰速运公司的营销创新发展策略。
本文以西安顺丰速运公司为研究对象, 主要目的是通过对西安顺丰速运公司的深入
研究, 指出其在物流企业市场营销策略方面存在的问题和瓶颈。本文在研究过程中 , 以
定性和定量分析的研究方法作为研究策略展开深入的挖掘, 文章首先对西安顺丰速运公
司现状进行总结和介绍, 并列举了相关的理论依据, 为下文的市场营销策略设计奠定基
础；其次在综合展开了问卷调查工作的前提下, 对西安顺丰速运公司目前市场营销策略
中存在的主要问题进行系统性的分析, 结合实践发现应用市场营销策略的实践意义。然
后根据研究所学知识, 提出西安顺丰速运公司市场营销策略的总体设计方案 , 并为西安
顺丰速运公司市场营销策略提供实践与保障措施。最后在优化西安顺丰速运公司市场营
销策略模式的过程中, 建议从精准市场定位, 增强产品服务与管理能力 , 根据不同客户
群体, 制定差异化价格策略 , 直营与加盟并存 , 建设线上渠道强化品牌建设 , 加大网络
营销力度加强团队建设, 提高创新意识等方面进行优化, 旨在通过对该公司市场营销策
略的研究可以对相关物流企业提供借鉴与参考?
关键词：物流企业；市场营销策略；顺丰速运
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西北大学硕士学位论文
ABSTRACT
With the rapid economic development, people's living standards have improved, and many
industries have obtained development opportunities. Express delivery is one of them. As a
result, companies with a new retail background have seized the opportunity to rise rapidly. As
a leading company in the express delivery industry, SF Express is not only deeply rooted in its
brand, but also highly acclaimed for its efficient, safe and convenient services. However,
because the new retail background is in a complicated internal and external environment,
there are still some problems in the development of new retail background enterprises. my
country's private express companies can be divided into four types based on their capital
structure, market share, and operating mode. For example, Zhongtong Express, Yunda
Express, Tiantian Express, and Cainiao Express are typical examples. Relying on their own
powerful e-commerce platform system and perfect customer resource system, they first took
the non-self-built logistics business into their own, and secondly, they also relied on their
strong capital advantage to erode other express services outside the e-commerce system. The
current express market competition is becoming more and more fierce. How Xi'an SF Express
can achieve sustained and healthy development, combining its own advantages and current
development status, and formulating a marketing strategy that suits its own development is
the content of this article.
This article takes Xi’an SF Express as the research object, and the main purpose is to point
out the problems and bottlenecks in the logistics enterprise’s marketing strategy through an
in-depth study of Xi’an SF Express. In the research process of this article, qualitative and
quantitative analysis research methods are used as research strategies to carry out in-depth
excavation. The article first summarizes and introduces the current situation of Xi'an SF
Express Company, and lists relevant theoretical basis for the marketing strategy below. Lay
the foundation for design; Secondly, under the premise of comprehensively launching a
questionnaire survey, a systematic analysis of the main problems existing in the current
marketing strategy of Xi'an SF Express Company was carried out, and the practical
significance of applying the marketing strategy was discovered in combination with practice.
Then, based on the knowledge of the research, put forward the overall design plan of the
marketing strategy of Xi'an SF Express, and provide practice and safeguard measures for the
marketing strategy of Xi’an SF Express. Finally, in the process of optimizing the marketing
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