Research On Marketing Strategy Optimization Of M Express Company

With the popularity of online shopping and information technology,China's logistics industry is booming.Due to the relatively low technical requirements of the logistics industry,it has accelerated the birth of many logistics enterprises to a certain extent.At the same time,with the acceleration of economic globalization,foreign logistics enterprises have found the development potential of this huge market in China.A large number of foreign logistics enterprises flow into China,resulting in the increasingly fierce competition in China's logistics industry.Traditional logistics enterprises want to stand firm in the new market pattern,so innovation is particularly important.The development of logistics service industry has brought a lot of convenience to the exchange of goods,and also created a good opportunity for the development of logistics enterprises.With the development of logistics industry,the traditional single logistics service has been unable to meet the needs of the society,the survival and development of logistics enterprises are facing a series of tests.Continuously improving the service level of logistics enterprises has become the key for them to break through the bottleneck of development and win stable and sustainable development.Logistics industry is a highly service industry,its development from the beginning of the depression to the present hundred schools of thought,so rapid development speed,to a large extent,depends on the industry's good marketing strategy.The continuous expansion of international economic integration and logistics globalization,as well as the increasingly fierce industry competition,have also brought unprecedented opportunities and challenges to the immature logistics industry.Therefore,it is urgent to strengthen the planning of logistics marketing strategy and implement the detailed rules of logistics marketing strategy.Through the investigation of customers' consumption behavior,we can predict the requirements of the target customers for logistics services,so as to design personalized services to meet the needs of customers,and find effective marketing strategies for them.This can not only make logistics enterprises obtain long-term stable customers,but also enhance the market competitiveness of logistics enterprises.Therefore,this paper takes m express company as the research object,analyzes the problems existing in the marketing strategy of M express company,and puts forward targeted solutions according to the existing problems.Firstly,this paper introduces STP theory and 4P theory.Secondly,it analyzes the current situation of M express company's marketing strategy from two aspects:(1)it introduces the basic situation of the company and the development of its main business;(2)it analyzes the current market environment of M express company.Then PEST method is used to analyze the market environment of M express company,which mainly includes the following four aspects:domestic and foreign political situation,economic environment,social environment and technology.Then,Porter's five forces analysis model is used to explore some problems existing in the current marketing strategy of M express company.Finally,the paper puts forward the optimization plan of M express company's marketing strategy,and the guarantee measures of M express company's marketing strategy optimization plan.The research results of this paper can promote the marketing strategy optimization of M express company to a certain extent,so that the business of M express company will continue to expand,and at the same time,it can provide practical reference for the optimization of marketing strategy of other express logistics companies.