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论文编号：	10173
作者编号：	2220160687
上传时间：	2018/6/11 10:50:51
中文题目：	顺丰快递服务营销策略研究
英文题目：	Research on the marketing strategy of Shun Feng express delivery service
指导老师：	刘建华
中文关键字：	顺丰快递；SWOT；市场定位；服务营销；服务营销组合策略
英文关键字：	SF Express; SWOT; Market Positioning; Service Marketing; Service Marketing Portfolio Strateg
中文摘要：	本文是通过从市场营销理论和服务营销理论两个方面对研究对象——顺丰速运有限公司（以下简称顺丰快递），进行相关深入研究分析。 随着中国经济的迅猛发展和网络信息的快速传递，商业文件、样品及高附加值等产品的快递市场在近十余年来也得到蓬勃发展。快递业发展初期，是一个高度竞争性的行业，进入门槛低。整个快递行业凭借着中国经济的迅猛发展，大胆投入、吃苦耐劳、粗放式的营销管理，在艰难的环境及异常激烈的市场竞争中发展壮大，整个快递行业形成了国有EMS、民营顺丰和三通一达、国际联邦等快递三足鼎立的局面。 本文首先通过查阅相关文献和数据，分析研究得出，经济、技术、环境、政治等宏观环境因素影响我国快递行业发展。在竞争环境分析中，本文通过收集众多的数据和资料，对顺丰快递的主要竞争对手从产品、价格和网络等方面进行分析、对比。通过对顺丰快递的SWOT分析，展现顺丰快递在市场中的机会、威胁、优势和劣势。 本文通过宏观环境分析和行业竞争环境分析后，对消费者购买或使用原因，以及影响购买或使用的各因素进行了详细分析，对国内快递市场做进一步细分，为顺丰快递做好目标市场选择，确定了顺丰快递的市场定位。 在确定公司的市场定位之后，顺丰速运有限公司制定了一整套完善的服务营销策略，包括：产品的设计、价格制定、广告促销、营销渠道、人员管理、有形展示、服务流程、以及服务营销实施的保障系统。 撰写本文初衷是为了能够给予研究和从事快递行业的人员贡献一份文献参考，所以在写作过程中，对顺丰公司各部门相关人员进行了深入采访和调查，并查阅大量有关顺丰和快递行业的相关数据和文献，通过市场营销理论和服务营销理论的相结合的方式，针对顺丰快递进行具有实用性的研究分析。
英文摘要：	This article conducts related in-depth research and analysis on the research object, SF Express Co., Ltd. (hereinafter referred to as SF Express) from two aspects: marketing theory and service marketing theory. With the rapid development of China's economy and the rapid transmission of network information, the express delivery market for commercial documents, samples, and high value-added products has also been booming in the last decade or so. The early development of the express delivery industry was a highly competitive industry with low barriers to entry. The entire express delivery industry, with the rapid development of China's economy, boldly invests in hard-working, extensive marketing management, grows in a difficult environment and extremely fierce market competition, and the entire express delivery industry has formed a state-owned EMS, private SF and three links. Yida, the international federation and other express delivery of the three pillars of the situation. This article first consulted the relevant literature and data, analysis and research found that economic, technological, environmental, political and other macro environmental factors affect the development of China's express delivery industry. In the analysis of competitive environment, this article analyzes and compares the major competitors of SF Express from the aspects of products, prices, and networks by collecting numerous data and materials. Through the SWOT analysis of SF Express, we have demonstrated the opportunities, threats, advantages and disadvantages of SF Express in the market. This article analyzes the macro environment and analysis of the industry's competitive environment, analyzes the reasons for consumers' purchase or use, and factors affecting the purchase or use of the product. It further subdivides the domestic express delivery market and selects target markets for SF Express. Determined the market positioning of SF Express. After determining the company's market positioning, SF Express Co., Ltd. has developed a complete set of service marketing strategies, including: product design, pricing, advertising, marketing, personnel management, tangible display, service processes, and service marketing. Implementation of the protection system. The original intention of writing this article is to give a reference to the research and the personnel of the express delivery industry. During the writing process, we conducted in-depth interviews and investigations with related personnel of various branches of SF Express, and consulted a large number of relevant information about SF Express and the express delivery industry. Data and literature, through the combination of marketing theory and service marketing, have practical research and analysis for SF Express.
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