Research On Marketing Strategy Of Express Service Of L City Post Company

In recent years,due to the rapid development of e-commerce in the world and the improvement of our national economy,express enterprises at home and abroad have developed rapidly,with an average annual growth rate of more than 40%.This has greatly hindered the development of traditional postal business.In this case,China Post has been emphasizing market-oriented,in the process of deepening reform,and its express business has quietly opened the curtain of restructuring.The new "China Post Package Express Business Reform Plan" integrates the existing package express business products,and integrates the past EMS economic express,domestic package and express package into the same product,namely "package express",which accounts for an increasing market share.However,how to continue to expand the market share,make L City Post company’s package express business turn loss into profit,and make its scale and efficiency develop synchronously,which will largely determine the rapid development of L City Post company.Combining with the author’s work experience,this paper analyses the domestic e-commerce market and express market environment,makes the target market position for the package express business of L City Post Company,and revises the marketing strategy for the development of package express business of L City Post Company,and lists the implementation plan for this strategy.The paper is divided into six chapters and four parts.The first part is to put forward the research questions,including the background and significance of the research,the general situation of domestic and foreign research,research contents and research methods.The second part is the analysis of the development environment of the industry and the market environment of the parcel express business of L City Post Company,including PEST analysis of the macro environment of the express industry;Porter’s Five Forces Model is used to analyze the industry structure of the express industry;SWOT analysis of the advantages and disadvantages of the postal parcel express.The third part is the revision and selection of the marketing strategy of L City Post company’s package express service.The marketing strategy of L City Post company’s package express service is revised from the aspects of market segmentation,target market selection,market positioning and so on.The fourth part is the implementation of package express marketing strategy of L City Post Company,which guarantees the smooth realization of the marketing strategy of postal express service from seven aspects.This paper hopes to speed up the pace of package express business reform through the study of marketing strategy of L City Post Company,and hope to provide some reference and reference for other branch companies and private express business reform research.