《学位论文出版授权书》
本人完全同意《中国优秀博硕士学位论文全文数据库出版章程》（以下简称“章
程”），愿意将本人的学位论文提交“中国学术期刊（光盘版）电子杂志社”在《中
国优秀博硕士学位论文全文数据库》中全文发表。《中国优秀博硕士学位论文全文数
据库》可以以电子、网络及其它数字媒体形式公开出版，并同意编入《中国知识资源
总库》，在《中国博硕士学位论文评价数据库》中使用和在互联网上传播，同意按“章
程”规定享受相关权益。
作者签名：
年
导师签名：
年
月
日
月
日
研究生学号
10433－19829011020
所在院系管理学院 MBA教育中心
山东理工大学硕士学位论文
摘要
摘
要
物品流通是维系社会运转的必要条件，为降低物流成本、提升物流覆盖率，包括中
美在内的主要国家均建立了国营邮政公司，以维系社会公平、覆盖低密度区域。但民营
快递公司的发展，打破了国营邮政公司的垄断地位，邮政速递包裹运量萎缩至 10%。民
营机构以利润为导向，较少在人口密度较低的地区设立服务网点。伴随市场分化，国内
快递业实质形成了由民营快递公司主导发达、富裕地区市场，邮政速递服务贫困、落后
地区的经营格局。在该格局内，邮政公司承担了更高的经营成本，构建了更加复杂的管
理体系，但经营利润无法提升。受此影响，邮政速递必然陷入更加困难的经营局面。
营销工作是开阔市场的重要抓手，通过挖掘新市场并优化产品，或将扭转企业颓势。
针对该问题，文章以营销策略为抓手，设 ZCQ邮政速递公司为中国邮政速递省级分公
司代表，分析该公司在未来的营销策略，并以此为导向重构产品、渠道。首先统计 ZCQ
邮政速递公司内部优、劣势，进而得出 IFE矩阵。之后分析 ZCQ邮政速递公司外部机
遇与威胁，计算后得出 EFE矩阵。将两组矩阵导入 SWOT分析框架，得出四组营销策
略。将四组营销策略导入依据 4P理论设计的分析框架后，得出以优化终端服务为抓手，
重点开发乡村市场这一营销策略。依据锁定目标市场、优化营销主体、优化服务质量、
售后服务配套这四项实施步骤逐一落实营销策略，可通过改善自身服务质量，使营销工
作得到优化。对于 ZCQ邮政速递公司当前面对的市场困境，具有指导意义。
关键词：邮政速递；营销策略；服务优化
I
山东理工大学硕士学位论文
ABSTRACT
ABSTRACT
Goods circulation is a necessary condition for maintaining social operation. In order to
reduce logistics costs and improve logistics coverage, major countries, including China and the
United States, have established state-owned postal companies to maintain social equity and
cover low-density areas. However, the development of private express companies has broken
the monopoly of state-owned postal companies, and the volume of postal express parcels has
shrunk to 10%. However, private institutions are profit oriented and rarely set up service outlets
in areas with low population density. With the market differentiation, the domestic express
industry has essentially formed a business pattern in which private express companies dominate
the markets in developed and rich areas, and postal express services are poor and backward
areas. In this pattern, postal companies bear higher operating costs and build a more complex
management system, but their operating profits can not be improved. Affected by this, postal
express is bound to fall into a more difficult business situation.
Marketing is an important starting point to open up the market. By tapping new markets
and optimizing products, it may reverse the decline of enterprises. To solve this problem, this
paper takes the marketing strategy as the starting point, sets zcq postal express company as the
representative of China Postal Express provincial branch, analyzes the company's marketing
strategy in the future, and takes this as the guidance to reconstruct products and channels. In the
research, firstly, the internal advantages and disadvantages of zcq postal express company are
counted, and then the IFE matrix is obtained. After that, the external opportunities and threats
of zcq postal express company are analyzed, and the EFE matrix is calculated. The two groups
of matrices are introduced into the SWOT analysis framework, and four groups of development
strategies are obtained. After introducing the four groups of development strategies into the
analysis framework designed according to 4P theory, we come to the marketing strategy of
focusing on the development of rural market by optimizing terminal services. According to the
four implementation steps of locking the target market, optimizing the marketing subject,
II