A Discussion On The Promotion Strategy Of Huang Ma Jia.

In the recent 10 years, Chinese Business View has cultivated a sophisticated logistic team, bearing the name Huang Ma Jia. After accomplishing newspaper and milk delivery, Huang Ma Jia has further extended his business range at a very slow race in the last two years. If we look into the reason, the deficient brand promotion prevents the development of the new business, which badly needs a fine solution.This thesis starts from an introduce to the real situation of this logistic network. It then analyses the factors such as management ability and professional position in a comparative way, to identify the advantages and disadvantages of this logistic system on the one hand, and analyses the currently running program called the third party delivery system by the way of Boston matrix and product life circle theory, to fix the development proposal for the program. Thirdly, it discusses the custom needs, purchase capability, convenience demand and the key point on communication on the related products via 4C method to predict the future management scale on the one hand, and to point out the solo commercial media and the deficient communication method are the factors which lead Huang Ma Jia to a low and limited recognition on the other. Fourthly, a custom value compromise theory and theories on communication are applied to make a promotion proposal. Finally, by analyzing and study and write the promotion proposal, this thesis tries to deliver the core value of Huang Ma Jia to the target consumer, in order to help Huang Ma Jia to extend his business range.This thesis will point out the direction of development for Huang Ma Jia in the coming 1 or 2 years, which will enable the mentioned team more competitive in the third party logistic field. The research methodology could be referred to by other similar enterprises on their planning and implementation of whose commercial promotion proposal.