Qiannan Post Office In Transition Marketing Strategy Research

The road for China post is not smooth at all after it was independently operated in 1998. From its swinging core product to slow-down and disordered product price, from its shabby outlets to impotent promotion, problems are found serious in its marketing system, which have become tremendous obstacles for the further development of post. Up to now, post is facing an even more severe test, that both the state financial subsidy and construction fund subsidy are out, foreign capital is entering inland post market faster than ever, the administrative protection to postal savings and N&P distribution, two pillar postal services , is greatly diminished, and the requirement of reform on post administrative system is being put on the agenda of government. Therefore, at the critical moment when post is facing another turning point, it is extremely urgent to find out the main problems stunting post enterprises by making an overall summary on its marketing system and give practical solutions to the problems.The post bureau of Qiannan prefecture, a grass-rooted post enterprise located at the poor area of west China, is selected as the object of study, which serves comparatively broad representation of post enterprises of our country. Through the study, disordered management and poor economic result of 4PS are found to be the main problem lying in the marketing system. The solution is presented in two aspects of strategic consideration and concrete execution. In the aspect of strategic consideration, the present post administrative system should be reformed by the way of splitting its market administrative function from its business operation function, the model of integrative business operation should be gradually replaced by that of specialized business operation andthe tremendous but disperse post resources must be re-organized. In the aspect of concrete execution, schemes of core competitive ability developing, competition-based pricing, economic result-seeking distribution expanding and brand operating are put forward. Execution of the scheme is to successfully solve the problems caused by backward administrative system and stiffened operational mechanism, which has troubled post for years, and hasten its production-leading mechanism turn into a marketing-leading one so as to enhance its ability of fitting into the market changes. It also helps post enterprises correctly identify the core resource advantages of their own and make proper market positioning so that the whole level and economic result of post marketing could be improved in succession.