本文選題：廣州　切入點(diǎn)：郵政快遞　出處：《華中師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著全球貿(mào)易一體化地不斷深入,快遞行業(yè)也迎來了難得的發(fā)展契機(jī)。我國的人口基數(shù)龐大,對于物流的需求量也很大,因此快遞行業(yè)在我國發(fā)展的速度十分迅猛,且在多家企業(yè)激烈競爭的宏觀環(huán)境下依然保證了盈利能力,這說明快遞行業(yè)依然處于供不應(yīng)求的狀態(tài),也說明據(jù)快遞行業(yè)還有巨大的發(fā)展空間。廣州市在我國屬于一線城市,經(jīng)濟(jì)發(fā)展速度一直領(lǐng)先于全國,快遞行業(yè)在全國處于領(lǐng)先地位。廣州郵政自成立以來就在行業(yè)中處于主導(dǎo)地位,占據(jù)了廣州市行業(yè)市場份額的半壁江山,且一直保持著高速增長的態(tài)勢。但是隨著我國加入國際世貿(mào)組織以后,快遞行業(yè)需要對外開放,很多發(fā)達(dá)國家的快遞企業(yè)發(fā)現(xiàn)了我國市場中蘊(yùn)含的巨大商機(jī),因此紛紛到我國搶占市場,使的廣州郵政的業(yè)務(wù)發(fā)展受到了巨大挑戰(zhàn)。在這之后,為了保證企業(yè)的市場競爭力,中國郵政實(shí)行政企分開的策略,同時允許民間資金涉足快遞行業(yè),一時間很多快遞公司如雨后春筍般涌現(xiàn)出來,使得快遞行業(yè)呈現(xiàn)出百花齊放的發(fā)展態(tài)勢。在這種宏觀環(huán)境下,激烈的市場競爭以及同質(zhì)化的服務(wù)導(dǎo)致了行業(yè)的無序發(fā)展,廣州郵政的利潤空間被嚴(yán)重壓縮。本次研究從分析廣州郵政速遞物流公司當(dāng)前速遞業(yè)務(wù)開展現(xiàn)狀入手,了解到該公司的市場競爭優(yōu)勢是長期經(jīng)營創(chuàng)造出的品牌效應(yīng)以及較為完善的郵政網(wǎng)絡(luò)體系,然而由于速度業(yè)務(wù)市場的競爭形勢日益嚴(yán)峻,公司又缺乏成熟的營銷理論指導(dǎo)營銷工作,致使現(xiàn)行營銷策略存在諸多缺陷,直接導(dǎo)致了公司市場份額增長率降低,在與其他企業(yè)競爭時優(yōu)勢地位已不明顯。在充分研究廣州郵政速遞物流公司速遞業(yè)務(wù)現(xiàn)狀之后,本文歸納出了該公司速遞營銷策略現(xiàn)存的七項(xiàng)主要問題,繼而立足現(xiàn)階段該公司所處的競爭環(huán)境、自身具備的競爭條件,并分析了同行競爭企業(yè)的經(jīng)營狀況,采用現(xiàn)代營銷理論為該公司制定出了營銷策略優(yōu)化方案,對其產(chǎn)品策略、定價策略、渠道策略及促銷策略都進(jìn)行了必要的調(diào)整,為確保經(jīng)營策略取得實(shí)效,為其提出了相關(guān)保障措施。最后希望通過此次研究能夠?yàn)閺V州郵政速遞擴(kuò)大市場占有率,取得良好的營銷業(yè)績提供一定的幫助。
[Abstract]:With the deepening of global trade integration, express delivery industry also ushered in a rare opportunity for development. China's population base is huge, the demand for logistics is also very large, so express delivery industry is developing very fast in our country. And under the macro environment of fierce competition among many enterprises, the profitability is still guaranteed. This shows that the express delivery industry is still in a state of shortage of supply, and that according to the express delivery industry, there is still enormous room for development. Guangzhou is a first-tier city in our country. The speed of economic development has always been ahead of that of the whole country, and the express delivery industry has been in the leading position in the whole country. Guangzhou Post has been in the leading position in the industry since its establishment, accounting for half of the market share of the industry in Guangzhou. But with China's accession to the World Trade Organization, the express delivery industry needs to be opened to the outside world. Many express companies in developed countries have found huge business opportunities in our country's market. As a result, one after another, in order to secure the market in China, the business development of Guangzhou Post has been greatly challenged. After that, in order to ensure the market competitiveness of enterprises, China Post has implemented the strategy of separating government from enterprise. At the same time, private funds were allowed to set foot in the express delivery industry. At one time, many express delivery companies sprang up like bamboo shoots, which made the express delivery industry take on a state of development with a hundred flowers in full bloom. In such a macro environment, Fierce market competition and homogeneous service have led to the disorderly development of the industry, and the profit space of Guangzhou Post has been seriously compressed. This study begins with the analysis of the current situation of express delivery business of Guangzhou Post Express Logistics Company. We understand that the competitive advantage of the company in the market is the brand effect created by the long-term operation and the relatively perfect postal network system. However, because of the increasingly severe competition situation in the speed business market, The company lacks the mature marketing theory to guide the marketing work, which leads to many defects in the current marketing strategy, which directly leads to the decrease of the growth rate of the company's market share. After studying the present situation of express delivery business of Guangzhou Post Express Logistics Company, this paper summarizes seven main problems of express marketing strategy of Guangzhou Post Express Logistics Company. Then, based on the competitive environment and competitive conditions of the company at the present stage, the paper analyzes the operating conditions of the peer competitive enterprises, and adopts the modern marketing theory to formulate the optimization scheme of the marketing strategy for the company, and the product strategy for the company. The pricing strategy, the channel strategy and the promotion strategy are all adjusted. In order to ensure the effectiveness of the management strategy, the relevant safeguard measures are put forward. Finally, it is hoped that the market share of Guangzhou Post Express will be expanded through this study. To achieve good marketing performance to provide some help.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F618;F259.27;F274

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