【摘要】：近年來,隨著流通領(lǐng)域及電子商務(wù)的活躍和繁榮,快遞市場需求日益旺盛。同時,隨著中國速遞市場的不斷開放,國外速遞“四大家族”紛紛登陸中國,民營速遞公司日益崛起,給一度占有中國速遞市場絕對份額的CP速遞物流帶來前所未有的沖擊,市場占有率和增長率急劇下降。面對旺盛的快遞服務(wù)需求和激烈的市場競爭環(huán)境,進(jìn)一步深化改革、創(chuàng)新經(jīng)營思路,實施正確、有效的營銷模式,加快CP速遞物流的轉(zhuǎn)型升級,提升企業(yè)的核心競爭力,確立CP速遞物流的行業(yè)地位,是CP速遞物流遞刻不容緩的現(xiàn)實問題。 本文以CP速遞物流公司為例進(jìn)行了分析研究。首先介紹了該公司的現(xiàn)狀、發(fā)展歷程,再利用SWOT分析工具,對公司面臨的機(jī)遇、挑戰(zhàn)、優(yōu)勢、劣勢進(jìn)行了分析。在此基礎(chǔ)上,又對標(biāo)競爭對手,從營銷模式的8個要素進(jìn)行對標(biāo)分析,將傳統(tǒng)營銷模式進(jìn)行優(yōu)化創(chuàng)新,找出適合CP速遞物流公司發(fā)展的營銷模式,旨在解決目前經(jīng)營發(fā)展較差的現(xiàn)狀。為了保證營銷模式的順利轉(zhuǎn)型,并提出了網(wǎng)絡(luò)運營、人力資源管理、財務(wù)管理、信息化建設(shè)和標(biāo)準(zhǔn)化建設(shè)等五方面的支撐保障建議。 本文以客戶需求為導(dǎo)向,將理論與實際相結(jié)合,將市場營銷有關(guān)研究用到CP速遞物流公司的營銷模式轉(zhuǎn)型工作上,提高企業(yè)的競爭力,實現(xiàn)企業(yè)的變革,促進(jìn)業(yè)務(wù)的快速健康的發(fā)展。
[Abstract]:In recent years, with the active and prosperous circulation field and the prosperity of electronic commerce, the demand of express delivery market is becoming more and more vigorous. At the same time, with the continuous opening of China's express delivery market, foreign express delivery "four families" have landed in China. Private express delivery companies are growing up, bringing the CP express delivery logistics that once occupied the absolute share of the Chinese express market. In the face of the shock, the market share and the growth rate have dropped sharply. Facing the strong demand of express service and the fierce market competition environment, we will further deepen the reform, innovate the thinking of management, implement the correct and effective marketing mode, accelerate the transformation and upgrading of the CP delivery logistics, enhance the core competitiveness of the enterprise, and establish the position of the CP express delivery logistics industry. CP delivery logistics is an urgent and realistic problem.
This paper takes the CP delivery logistics company as an example. First, it introduces the status of the company, the course of its development, and then analyzes the opportunities, challenges, advantages and disadvantages of the company by using SWOT analysis tools. On this basis, it also analyzes the 8 elements of the marketing model and the traditional marketing mode. To optimize the innovation and find out the marketing mode suitable for the development of CP delivery logistics company, the purpose is to solve the current situation of poor management and development. In order to ensure the smooth transformation of marketing mode, it puts forward five support proposals for the support of network operation, human resource management, financial management, information construction and standardization construction.
This paper, based on customer demand, combines theory with practice, and uses the marketing related research to transform the marketing model of CP delivery logistics company to improve the competitiveness of the enterprise, realize the change of the enterprise and promote the rapid and healthy development of the business.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F259.23;F274

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