本文關(guān)鍵詞：中國郵政速遞業(yè)務(wù)（EMS）營銷策略研究　出處：《山東大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 郵政 EMS 營銷 策略 模型

【摘要】：隨著快遞市場的迅猛發(fā)展,中國速遞市場的競爭變得異常激烈。國外速遞公司的滲透,本土民營企業(yè)的不斷涌現(xiàn),都對中國郵政速遞業(yè)務(wù)(EMS)的發(fā)展帶來了巨大的威脅和挑戰(zhàn),“一枝獨(dú)秀”的局面不復(fù)存在。作為中國速遞業(yè)的先驅(qū)和領(lǐng)導(dǎo)品牌,中國郵政速遞業(yè)務(wù)(EMS)的處境有些尷尬。與國外速遞企業(yè)在硬件設(shè)施和技術(shù)水平方面存在差距,在經(jīng)營方式和策略制定方面又不如民營速遞企業(yè)靈活,這樣中國郵政速遞業(yè)務(wù)(EMS)很難在當(dāng)前的市場環(huán)境下取得突破。對于EMS的營銷人員來說,必須充分認(rèn)識到營銷環(huán)境所發(fā)生的巨大變化,并能全面了解和靈活運(yùn)用重要的營銷理論,以幫助企業(yè)制定出適宜的營銷策略,才能在瞬息萬變的市場環(huán)境中贏得先機(jī),成為各類速遞市場的主流和消費(fèi)者的首選。 在當(dāng)前速遞服務(wù)普遍同質(zhì)化的前提下,消費(fèi)者的選擇更加隨意,快遞服務(wù)的口碑傳播影響力不斷增強(qiáng),EMS更應(yīng)關(guān)注消費(fèi)者需求的個性化,剔除刻板的行為,如定價制度等,不斷增強(qiáng)自身實力,迎合市場發(fā)展的需要。 EMS的建設(shè)和發(fā)展對于中國快遞市場具有特殊重要的意義,它既是國有企業(yè),也是中國速遞的先驅(qū)和領(lǐng)導(dǎo)品牌。在營銷策略方面,EMS采取了品牌營銷策略、廣告營銷策略、情感營銷等方式,不可謂不靈活多樣,但沒有形成整體的營銷體系,在營銷實踐中無法相互支撐和聯(lián)合,達(dá)到最優(yōu)的營銷效果。所以,為適應(yīng)當(dāng)前的市場變化,必須建立起適宜企業(yè)自身的、完整的、系統(tǒng)的、有機(jī)的營銷體系。通過本文的研究,可以使人們對當(dāng)前的速遞市場有一個比較清晰地認(rèn)識,對中國郵政速遞業(yè)務(wù)(EMS)的現(xiàn)狀有所了解并對發(fā)展前景有所展望,期待為其他相關(guān)理論研究起到拋磚引玉的作用。 本文在對4P'S、4C’S、4R's和5C-4P等營銷學(xué)及其相關(guān)理論的研究和比較的基礎(chǔ)上,從中國郵政速遞業(yè)務(wù)(EMS)的現(xiàn)狀入手,在分析了EMS的現(xiàn)狀、存在的問題及市場競爭環(huán)境的基礎(chǔ)上,構(gòu)造了5C-4P-2T營銷組合策略模型,并分別對5C策略、4P策略、2T策略進(jìn)行了分析,并且從構(gòu)建企業(yè)文化、創(chuàng)新企業(yè)體制、提升服務(wù)質(zhì)量、推行全員營銷和實施人才戰(zhàn)略方面提出了策略的保障措施,期待為中國郵政速遞業(yè)務(wù)(EMS)的發(fā)展提供理論和實踐上的借鑒。
[Abstract]:With the rapid development of express delivery market, the competition of express delivery market in China has become extremely fierce. The penetration of foreign express delivery companies, the emergence of local private enterprises. Both of them have brought great threats and challenges to the development of China Postal Express Service (EMSS), and the situation of "outstanding alone" no longer exists. As a pioneer and leading brand of China's express delivery industry. The situation of China Post Express Service (EMSS) is somewhat awkward. There is a gap with foreign express enterprises in hardware facilities and technical level, and they are not as flexible as private express delivery enterprises in terms of management mode and strategy formulation. In this way, China Post Express Service (EMS) is difficult to make a breakthrough in the current market environment. For the marketers of EMS, it is necessary to fully realize the great changes that have taken place in the marketing environment. And can fully understand and flexible use of important marketing theory in order to help enterprises to formulate appropriate marketing strategies in order to win the first chance in the rapidly changing market environment. Become the mainstream of all kinds of courier market and the first choice of consumers. Under the premise of the general homogeneity of express delivery service, the choice of consumers is more casual, and the influence of word of mouth of express delivery service is constantly enhanced. EMS should pay more attention to the individuation of consumer demand. Eliminate stereotypical behavior, such as pricing system, constantly enhance their own strength to meet the needs of market development. The construction and development of EMS is of special significance to the Chinese express market. It is not only a state-owned enterprise, but also a pioneer and a leading brand of express delivery in China. EMS has adopted brand marketing strategy, advertising marketing strategy, emotional marketing and other methods, it is not not flexible and diverse, but has not formed an overall marketing system, in the marketing practice can not support each other and combine. Therefore, in order to adapt to the current market changes, we must establish a suitable enterprise own, complete, systematic, organic marketing system. It can make people have a clear understanding of the current express market, understand the current situation of China Postal Express Service (EMSS) and have a prospect for its development. Look forward to other relevant theoretical research play a role. On the basis of the research and comparison of the marketing theories of 4PX, 4CX, 4RX and 5C-4P, this paper starts with the present situation of China Postal Express Service (EMSs). On the basis of analyzing the present situation, the existing problems and the market competition environment of EMS, the 5C-4P-2T marketing combination strategy model is constructed, and the 5C strategy is divided into 4P strategy. 2T strategy analysis, and from the construction of corporate culture, innovation enterprise system, improve the quality of service, the promotion of all-staff marketing and the implementation of talent strategy aspects of the security measures. Looking forward to providing theoretical and practical reference for the development of China Postal Express Service (EMSS).
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F618

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