Research On The Competitive Strategy Of Retailing Allocation Service Of Dezhou Branch Of China Post

As an important content of postal service for the agriculture, rural areas and farmers, retailing allocation service has already become main business of Chinese postal service and the 4th largest service of Dezhou postal service and it has broad prospects. Given the internal and external environment that the postal service is facing, it is necessary to conduct research on competitive strategy of retailing allocation on the postal service in Dezhou. This study is helpful to realize the long-term goal of sustainable development in the postal service and open the "blue sea" marketing domain for the agricultural material manufacturer, as well as the construction of circulation system of the countryside.In terms of macroscopic environment aspects, retailing allocation of Dezhou postal service can benefit from its political, scientific and technological environment. Economical, social and cultural environment have both advantages and disadvantages. As for industry environment, the market competition is intense, but the modern circulation system and the circulation enterprise are not enough. While the bargaining power of the buyers is improving gradually, the sellers' is uncertain. Pressure from substitute products is relatively small. The foreign agricultural merchants are expected to be fairly promising in the future.In part of main business, Dezhou postal service has much superiority such as warehousing, allocation, market introduction, fund procurement, service and so on. But in the same time, it also has to face some inferiority like nimble price, complex procedures of the fund's utility. In part of subsidiary services, it has some advantages, like the brand prestige, the network, corporation reforming and "third-class to unite". However, there are also lack of professionals, failure on operator qualification and the relatively inflexible operating mechanismThe basic opinion of SWOT analysis is that there are more advantages than disadvantages and more opportunities than challenges. Dezhou postal should choose the strategy of "blue sea". The mission of enterprise is to serve the agriculture, rural areas and farmers sincerely, and ensure the people of Dezhou to use the postal service allocation without concern. The vision is to make Dezhou post change into "Wal-Mart" of agricultural circulation market. The aim is to realize fast and steady development and to control the risks reasonably.The Dezhou postal service should begin to carry out the competition strategies from the following four aspects:I Pay attention to the quality of management and set up the image of " Genuine goods at reasonable prices";II Improve service level continuously and promote added value of postal retailing allocation;III Emphasize on efficiency and shorten response time of customers ' requirements;IV Reduce operating costs constantly until the total cost is lower than competitors.