發(fā)布時(shí)間：2018-03-03 10:41

  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(lèi)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(lái)了難得的發(fā)展契機(jī)。我國(guó)的人口基數(shù)龐大,對(duì)于物流的需求量也很大,因此快遞行業(yè)在我國(guó)發(fā)展的速度十分迅猛,且在多家企業(yè)激烈競(jìng)爭(zhēng)的宏觀(guān)環(huán)境下依然保證了盈利能力,這說(shuō)明快遞行業(yè)依然處于供不應(yīng)求的狀態(tài),也說(shuō)明據(jù)快遞行業(yè)還有巨大的發(fā)展空間。廣州市在我國(guó)屬于一線(xiàn)城市,經(jīng)濟(jì)發(fā)展速度一直領(lǐng)先于全國(guó),快遞行業(yè)在全國(guó)處于領(lǐng)先地位。廣州郵政自成立以來(lái)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(chǎng)份額的半壁江山,且一直保持著高速增長(zhǎng)的態(tài)勢(shì)。但是隨著我國(guó)加入國(guó)際世貿(mào)組織以后,快遞行業(yè)需要對(duì)外開(kāi)放,很多發(fā)達(dá)國(guó)家的快遞企業(yè)發(fā)現(xiàn)了我國(guó)市場(chǎng)中蘊(yùn)含的巨大商機(jī),因此紛紛到我國(guó)搶占市場(chǎng),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(chǎng)競(jìng)爭(zhēng)力,中國(guó)郵政實(shí)行政企分開(kāi)的策略,同時(shí)允許民間資金涉足快遞行業(yè),一時(shí)間很多快遞公司如雨后春筍般涌現(xiàn)出來(lái),使得快遞行業(yè)呈現(xiàn)出百花齊放的發(fā)展態(tài)勢(shì)。在這種宏觀(guān)環(huán)境下,激烈的市場(chǎng)競(jìng)爭(zhēng)以及同質(zhì)化的服務(wù)導(dǎo)致了行業(yè)的無(wú)序發(fā)展,廣州郵政的利潤(rùn)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(kāi)展現(xiàn)狀入手,了解到該公司的市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì)是長(zhǎng)期經(jīng)營(yíng)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(chǎng)的競(jìng)爭(zhēng)形勢(shì)日益嚴(yán)峻,公司又缺乏成熟的營(yíng)銷(xiāo)理論指導(dǎo)營(yíng)銷(xiāo)工作,致使現(xiàn)行營(yíng)銷(xiāo)策略存在諸多缺陷,直接導(dǎo)致了公司市場(chǎng)份額增長(zhǎng)率降低,在與其他企業(yè)競(jìng)爭(zhēng)時(shí)優(yōu)勢(shì)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(yíng)銷(xiāo)策略現(xiàn)存的七項(xiàng)主要問(wèn)題,繼而立足現(xiàn)階段該公司所處的競(jìng)爭(zhēng)環(huán)境、自身具備的競(jìng)爭(zhēng)條件,并分析了同行競(jìng)爭(zhēng)企業(yè)的經(jīng)營(yíng)狀況,采用現(xiàn)代營(yíng)銷(xiāo)理論為該公司制定出了營(yíng)銷(xiāo)策略?xún)?yōu)化方案,對(duì)其產(chǎn)品策略、定價(jià)策略、渠道策略及促銷(xiāo)策略都進(jìn)行了必要的調(diào)整,為確保經(jīng)營(yíng)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(guò)此次研究能夠?yàn)閺V州郵政速遞擴(kuò)大市場(chǎng)占有率,取得良好的營(yíng)銷(xiāo)業(yè)績(jī)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(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F618;F259.27;F274

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