Yz Postal Express Business Market Analysis And Marketing Strategy

Express service is an important part of service industry. The express service market is enlarging and express service firms are growing gradually when express service of China started after the reform and opening up policy, and the benefits are obvious. Express mail service is developing quickly while the market of express service becomes huge in China. However, development of express service slowed down since late 1990s. At that time, express service was going through a very rough time: market penetration rate decreased; entire business environment became less competitive. Market share dropped from dominate position to just about 65% of the domestic express market, and about 30% of the international express market. Annual growth rate decreased to only about 10% comparing to the fact that growth rate doubled at the time of this service was just offered which was mainly driven by low-end operation. Express service of China was losing out on this business sector to its competitors.YZ EMS was going through the same very tough period. The author collected a plenty of data and information of express service in YZ by interview, discussion, questionnaire and so on and analyzed relevant data intensively by analysis software such as excel, spss.Many factors led to this disappointing situation for YZ express service, for instance, constrained policy, rigid system, outdated network infrastructure. But another important reason is that YZ express service lacks of marketing plan and marketing strategy of operation development in the changing market environment, which lowed down operation competitive ability. Apparently,at the beginning of the development for express services, YZ express service had a lot of advantages over its competitors such as many post office locations, lots of industry related experience, fewer competitors, and growing market, which made YZ express service quicker development by such extensive marketing. As this business grows, competition increased, new marketing tactics were created and used by competitors. However,EMS did not meet the needs of this growing market. Lack of advanced marketing theory and relevant marketing strategy brings YZ express service to a very disappointing position in this market. As a result, the operation development of YZ express service slows and lacks of competitive ability.In this paper, the author will focus on how to plan and implement marketing strategy and explore the critical factors of new development target for YZ express service in terms of new competitive environment and competitive conditions, according to the 4P marketing strategy, key accounts marketing strategy and direct marketing.