Research Of China Post EMS Brand Strategy

The continuous steady rapid development of our national economy and foreign trade has displayed vast space for express market growth. China Post EMS is a highly efficient business under China Post Group. However, with the opening of China EMS market on December 11 of 2005 formally, market competition has become more intense, foreign express giants have basically completed their strategic layout in China with their focus moving to the circled regions. Some strong state-owned and self-owned express enterprises have busy transformed, realized scalization, modernization. Many small self-owned companies have continued their advantages in the same-city region market stubbornly. Now, China express market comes to its critical turning point where hero meets hero and the cards will be reshuffled, that is to say, the market is entering counter-balancing monopoly stage among foreign capital, state-owned enterprises, and local scaled self-owned enterprises from free competition.Brand competition ability displays a synthetical strength of an enterprise or a country. Whether China Post EMS can survive, grow and develop in the fierce market competition, putting brand strategy into practice is the way, EMS must go on the unique brand strategy,particularly applying integrated marketing media theory to the postal EMS brand marketing practice.The thesis first introduces the major task and target of the thesis.Second chapter introduces brand theory, putting emphasis on the process of establishing a brand, especially on integrated marketing media theory.Chapter 3 analyzes the current development situation and characteristics of express industry in our country, with the detailed analysis of advantages and disadvantages of 4 foreign express giants and self-owned as well as state-owned express companies China Post EMS faces. It proposes the market opportunities and challenges before China Post EMS, puts forward the overall competition strategy of China Post EMS in the intense market competition, and especially, analyzes the necessity and urgency of brand strategy carrying out function strategy.Chapter 4 analyzes the current situation of China Post EMS brand and the problems in establishing the brand with an overall brand diagnosis.The fifth chapter puts forward the countermeasures against the problems in establishing China Post EMS brand. Firstly, reinforcing the product plan of the brand, combing the service product brand; secondly, promoting the assets value of the brand, upgrading reputation degree, fidelity degree and association degree of the brand; thirdly, integrating resources to concentrate brand image spread; and finally, improve brand control and management level with effective achievement evaluation system.Express industry is a rapidly developing industry in our country with great potentiality. This thesis, taking express industry as its research objective, attempts to realize the applications and studies of marketing and brand theory in China Post EMS field. It belongs to original research category. China Post, at its critical moment of institutional reform, needs urgently advanced brand management concept to guide EMS operation practice. The theory application and case analysis of this thesis is of comparatively higher application values in EMS enterprise brand building.