A Study Of The Marketing Strategy Of MAC Courier Company

At present,a large number of private courier companies emerged in China's express delivery market.However,only a small percentage of them can win a place under the competition of some state-owned and foreign express delivery companies.Upon summarizing and analyzing a large number of documents,official websites and news reports,this paper believes that the lower threshold of market access and unstandardized system lead to the urgent need for private courier enterprises to take effective actions to solve problems,which are much more serious than international and state-owned express enterprises.With the reasonable and healthy development of the Chinese economy,the gradual increase in demand for express delivery market and the continuous improvement of the legal system,private courier enterprises have made great efforts in improving service levels,perfecting the transport system and adjusting the internal organizational structure,thus gradually expanding their market share.As the representative of Chinese private courier enterprises,SF,ZTO,STO and YUNDA have had rapid development in recent years.This paper consists of 6 chapters: the first chapter is the research background and significance;the second chapter introduces the related concepts and theoretical analysis;the third chapter on the marketing environment of MAC express company;the fourth chapter is based on the existing marketing strategy analysis,conducts the research in view of the problems;the fifth chapter analysis and combined with the existing problems of marketing strategy,put forward the sixth chapter put forward the improvement scheme;implementation of safeguard measures of marketing strategy.In this paper,with field research data collected from MAC company,using a variety of marketing theory and tools,based on the PEST and SWOT analysis of MAC's marketing environment,this paper points out the possible problems in MAC's existing marketing strategies,then puts forward the more applicable marketing strategies for MAC and the corresponding security measures.This paper aims to provide a valuable help to the development of private medium and small courier companies in the future by analyzing the marketing strategies of a private courier company MAC.