本文選題：市場調(diào)研　切入點：國內(nèi)小包　出處：《廈門大學(xué)》2014年碩士論文

【摘要】：近年來,電子商務(wù)迅速的發(fā)展帶動了整個快遞行業(yè)的高速發(fā)展,快遞行業(yè)50%以上業(yè)務(wù)收入來自電子商務(wù)。為適應(yīng)客戶需求變化、市場競爭加劇以及電子商務(wù)等新經(jīng)濟模式的宏觀環(huán)境,2012年8月中國郵政發(fā)揮自身在寄遞市場的服務(wù)優(yōu)勢,整合現(xiàn)有資源,面向電子商務(wù)等客戶提供輕小物品寄遞服務(wù)，，開辦了國內(nèi)小包業(yè)務(wù)。但是,在激烈的市場競爭環(huán)境中,國內(nèi)小包在價格和時限方面沒有絕對優(yōu)勢,在市場認可度和內(nèi)部支撐上仍存在一些問題。 為摸清電子商務(wù)寄遞市場現(xiàn)狀,分析電子商務(wù)快遞服務(wù)的消費行為,更好地做大做強國內(nèi)小包業(yè)務(wù),不斷滿足日益增長的輕小件寄遞市場需求,本文運用理論分析和實證研究相結(jié)合的方法,深入分析國內(nèi)小包業(yè)務(wù)的優(yōu)劣勢和存在問題。本文根據(jù)消費者行為、市場調(diào)研等相關(guān)理論和方法,結(jié)合國內(nèi)小包的自身特點進行問卷設(shè)計和網(wǎng)絡(luò)調(diào)查,運用SPSS軟件對問卷數(shù)據(jù)進行描述性統(tǒng)計分析、交叉分析和相關(guān)性分析,試圖分析電子商務(wù)快遞服務(wù)的消費者行為和市場需求。 根據(jù)理論分析和問卷調(diào)查數(shù)據(jù)分析,結(jié)合消費者行為和市場營銷的相關(guān)理論知識,本文為中國郵政集團公司提出了郵政國內(nèi)小包的營銷策略。這些策略具體包括：在客戶需求方面,要優(yōu)化產(chǎn)品設(shè)計,加強時限管理,建立理賠機制；在客戶便利方面,要優(yōu)化攬投渠道,完善售后服務(wù)；在客戶溝通方面,要加大業(yè)務(wù)宣傳推介力度,加強客戶溝通和客戶體驗,構(gòu)建評價機制,規(guī)范服務(wù)用語；在客戶愿付成本方面,要改進價格管理機制,實行差異化價格,發(fā)揮續(xù)重價格優(yōu)勢；在集中管控方面,要加強質(zhì)量管控,完善運作支撐。
[Abstract]:In recent years, the rapid development of e-commerce has driven the rapid development of the express industry, more than 50% of the business income of express industry from e-commerce. In order to adapt to the changing needs of customers, the macro environment of market competition and a new economic model of electronic commerce, August 2012 China postal market service delivery in the play to their own advantages, the integration of existing resources, for electronic commerce and other customers to provide small goods delivery services, opened the domestic parcel business. However, in the fierce competition in the market environment, the domestic small there is no absolute advantage in price and time, there are still some problems in the market recognition and internal support.
For the current situation of business delivery market to find out the electronic, consumer behavior analysis of e-commerce express service, better bigger and stronger domestic small business, small light delivery continue to meet the growing market demand, this paper uses the method of theoretical analysis and empirical research combining the advantages and problems of in-depth analysis of domestic small business according to the consumer. Behavior, market research and other related theories and methods, combined with the characteristics of packet design questionnaire and network survey, using SPSS software, descriptive statistical analysis of the questionnaire data, make analysis and analysis of cross correlation to consumer behavior and market demand analysis of the e-commerce courier services.
According to the analysis of theoretical analysis and questionnaire survey data, combined with relevant theoretical knowledge of consumer behavior and marketing, proposed the marketing strategy for the domestic postal parcel post group Chinese. These strategies include: customer demand, to optimize the product design, strengthen time management, establish a compensation mechanism; in the aspect of customer convenience. To optimize the investment channels to improve customer service package, service; in the aspect of customer communication, to increase business promotion efforts, strengthen the communication with customers and customer experience, build the evaluation mechanism, standardized service; pay the cost in the customer may, in order to improve the price management mechanism, the implementation of differentiated prices, play continued heavy price advantage in centralized control; hand, to strengthen quality control, improve the operation support.

【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F618;F259.2;F274

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本文編號：1690699