Research On Marketing Strategy Of Postal Express Business

Using4C、4P、4A、4E and other marketing theories and methods, combined with SWOT analysis model、five powers model、long-tail theory and human motivation theory, through the analysis on the present situation and development direction of postal express marketing plan and management, in the light of current problems, the paper attempts to construct a set of marketing theories and corresponding marketing combination strategies that can adapt to the market competition demand so as to effectively recognize、evaluate and react to the marketing competition, which can improve the competitiveness of postal express in the whole express industry as well as implement relative theories and provide foundation for further research.Combining classic marketing theories, the paper uses the combined methods of empirical analysis and normative analysis and the combined scheme of theory and experience designing to find the main problems in practice as well as the route cause. According to the problems, the paper applies to the combination of theory and practice and puts forward basic solution routes and schemes, part of which have been used in practice and have achieved positive effects and part of which have high extension value in postal express industry and even in the whole express industry.Based on the relative theories and practice materials, the paper starts with the relative literature and market research and includes six parts. The first part is introduction, which focuses on the background、target and meaning of the research. The second part is brief theory introduction, which part introduces the famous marketing theories such as service marketing theory and the4P\4C\4A\4E theories. The third part analyzes the resent situation and main problems. Based on the analysis of the domestic and foreign express industry, this part tries to find key problems and the route causes. The forth part designs the postal express marketing plan. By comparing with the other express enterprises, the paper puts forward corresponding marketing plans at the present stage, focusing on the discuss of postal express business market environment、the target strategy、the products strategy、the price strategy、the channel improvement strategy、the promotion strategy、the customer strategy and the customer communication strategy. The fifth part is the implementation of the postal express marketing plan and protective measures during the process. This part focuses on the restrictive factors during the implementation of the postal express marketing plan and systematically puts forward corresponding protective measures. The last part is conclusion and prospect. On one side this part concludes the whole paper’s research and on the other side this part discusses the direction of the further research according to the existing defects and deficiencies.