Research On Marketing Strategy Of Shandong Postal Express

China Post started the EMS on July 15^th, 1980. And in order to meet the need of market better and to provide better service to customers, China Express Services was established in 1985. In 1999, Shandong Postal Express was founded which is in charge of operation and management of the express business in the province. Express business is better developing, profitable in result of intense competence.China post monopolized the international express market from 1980 to 1986. Then, DHL in 1986, FedEx in 1987,UPS in 1988 and TNT in 1990 have entered into the market of China. But real competition between the five firms was from 1999. These four foreign companies were all multi-nationals with their own plane troops and mass international networks while postal express networks are composed of all the posts of the countries in the UPU. Due to the different levels among the posts, there is no networks with consistent development level, standard and efficient rules and principles. In general, loose international networks and insufficient services of China Postal Express put it in an inferior position of the competition. Therefore, multinational companies acquired considerable market share from China Postal Express in short time.Although China Postal Express dominates the domestic market, it is facing the menace from competitors with strong industrial support, such as China Air Express and China Railway Express, who have taken away large market shares related to their industries and are permeating other industries. In the business of intra-city express, all kinds of express companies exert pressure upon China Postal Express with low cost and high flexibility. But the intra-city express market keeps high growth and profitable, it is impossible for China Postal Express to abandon it.This dissertation studies the situation of express business of Shandong Post, considering the company resources and using some kinds of tools and instruments on strategy management. And after analyzing the competitive environments and marketing strategy of Shandong Postal Express, this study draws some conclusions that it should grasp opportunities, avoid the threat, elaborate the strength and supplement the weak of company to get better development. Then according to the situation of Shandong Postal Express, the thesis brings up the marketing strategy of company's delivery business. At last, this study frames effective complementary and controlling tactics of marketing strategy.