A Case Study On Marketing Of Personal Express Business Of JD Logistics

In recent years,with the development of e-commerce industry,China's express industry ushered in a period of rapid growth.Many express enterprises developed rapidly.The total domestic express business ranked first in the world for many years.With the continuous expansion of the volume of express industry,the competitive environment of domestic express market has become very fierce.In the customer-oriented market environment,if an enterprise wants to defeat its competitors,it must break away from homogenization of its products and form a unique competitive advantage.In this paper,case study method is used to study the marketing problems during the trial operation of JD Express.Through in-depth discussion and analysis,and according to the relevant marketing theories,a series of feasible marketing schemes are provided for the operation and development of JD Express.This paper is divided into the following four parts: The first part is the introduction,which mainly puts forward the background and significance of the case study,and introduces the research method,structure and technical route.The second part is the case text,which introduces the situation of JD Logistics and the marketing status of personal express business in detail,and analyses the domestic express industry and competition.At the same time,through the marketing seminar,it puts forward the marketing problems encountered during the trial operation of JD Express.The third part is a case study.It introduces the relevant theories of marketing,and then,based on the theory,it analyses the causes of marketing problems during the trial operation.The fourth part is the suggestions and countermeasures.According to the analysis of the previous part,the feasible thinking and scheme of establishing a differentiated market image for JD Express are put forward.Finally,through the analysis of domestic express customer demand and competitive environment,combined with marketing theory,this paper deeply studies the market positioning direction of JD Express,and puts forward the marketing strategy combination of JD Express: implementing service-oriented product strategy,developing differentiated pricing strategy,constructing convenient service channel and implementing flexible promotion strategy.