摘要:改革开放以来,人们的生活质量有了质的飞跃,同时人们对于购物消费有了新的概念,这使得电子商务得到了迅速的发展,于是带动了物流业的迅速发展。为此本文将重点对顺丰快递的产品策略,价格策略,渠道策略与促销策略进行了比较详细的分析和讨论,并提出切实可行的改进措施,以促进顺丰速运的健康发展。目前顺丰速运通过对4P策略的分析来增强自己在快递行业中的优势。顺丰速运的发展靠的不是广告的投入与宣传,更是对产品质量和服务的保证。近年来,顺丰速运不断改进自己的营销策略组合,从产品、价格、渠道、促销这四个方面出发来寻找适应快递行业发展的有效措施,为了就是要跟上电子商务迅速发展的步伐。64320
毕业论文关键词:顺丰速运,4P策略,发展, 对策
Abstract:Since the reform and opening up, people's quality of life has been a qualitative leap, at the same time people for shopping with a new concept, which makes electronic commerce has been developing rapidly, and has driven the rapid development of the logistics industry. This paper will focus on the SF express product strategy, price strategy, channel strategy and promotion strategy are analyzed and discussed in detail, and put forward the feasible improvement measures, in order to promote the healthy development of SF EXPRESS. At present, SF EXPRESS through the analysis of 4P strategy to enhance their own advantages in the courier industry. Investment and development of SF EXPRESS propaganda do not rely on advertising, more is to guarantee the quality of products and services. In recent years, SF EXPRESS continues to improve their marketing strategy, starting from the product, price, channel, promotion of these four aspects to find effective measures to adapt to the development of express industry, is to keep up with the rapid pace of development of electronic commerce.
Keywords:SF EXPRESS, 4P strategy, Development, Countermeasures
1 引言 3
2 顺丰速运的背景分析 3
2.1 顺丰速运的简介 3
2.2 顺丰速运的营销现况 4
3 顺丰速运营销策略存在的问题 5
3.1 产品优势不明显 5
3.2 价格定位较高 5
3.3 渠道建设不完善 6
3.4 促销手段缺乏竞争优势 7
4 改进顺丰速运营销策略的对策 7
4.1 开发产品优势 7
4.2 合理定位价格 8
4.3 加强渠道建设 9
4.4 改进促销手段 9
结 论 11
参 考 文 献 12
致 谢 13
1 引言
中国的快递业起步较晚,但发展很快。快递运输业属于物流行业,物流业是高质量和提供高标准的服务时间。在经济较发达的地区,高速公路的交通运输业的发展状况很好。目前,中国的东部地区已基本形成在沿海城市群作为四个区域表达的中心,并在这四个地区作为发展的中心向外辐射。然而,作为一个新兴的服务产业,中国本土的UPS的发展过程并不是一帆风顺的,其中有更独特的问题。对干扰市场的主要影响、人才资源短缺、科学技术落后、行业自律较低、政策与法律薄弱等一系列问题。对于这些问题的解决,我国的有关部门要提出相应的解决措施,来实现快递运输也的良好发展,以此推动我国国民经济的持续发展和现代化建设的进程。论文网