| The rapid development of express delivery market makes Chinese market intensely competitive. Both the penetration of foreign couriers and emerge of local private enterprises brought enormous threats and challenges to the development of Chinese Express Mail Service (EMS). EMS will no longer outshine others. As China’s express industry pioneer and leading brand, Chinese Express Mail Service (EMS) is rather awkwardly situated. There is a gap between EMS and foreign express delivery companies in hardware and technology. EMS also can’t compete with private courier companies since the latter has more flexible ways to run business and establish marketing strategy. In current market environment, EMS could hardly achieve a breakthrough. EMS marketing staff must be fully aware of the tremendous changes have taken place and comprehensively understand and flexible use of important marketing theories. So they can help companies develop appropriate marketing strategies to win the opportunities and become mainstream and consumer’s first choice in this rapidly changing market environment.Current courier services are generally homogenization. So consumers choose couriers more freely and influence of their recommendation is growing. EMS should pay more attention to consumer’s personalized demand and get rid of those mechanical ways to run business such as the pricing system, etc. EMS should consistently enhance its strength to meet the needs of market development.The development of EMS has a special significance for Chinese express delivery market. EMS is not only a state-owned enterprise, but also a pioneer and leading brands of express delivery service in China. In marketing strategy, EMS has taken many strategies such as brand marketing, advertising marketing, emotional marketing, etc., which is quite flexible, but there is not yet overall marketing system for EMS. So in real marketing practice, these strategies cannot support and joint mutually and optimize marketing effect. Therefore, in order to adapt to current changes in the market, enterprises must establish their own appropriate, complete, systematic, organic marketing system. Through this study, people will have a clearer understanding of current express delivery market and know the state of Chinese Express Mail Service (EMS). The prospect of EMS is given too. I expect that this subject will raise attention from more research on basic theories in this area.Based on the research of4P’s,4C’s,4R’s, and5C-4P and other marketing and related theories, start with present status of Chinese Express Mail Service EMS, the status, problems and competitive market environment of EMS are thoroughly analyzed. Based on this, a combined marketing strategy5C-4P-2T is proposed. The key points of implementing overall marketing strategy are detailed explained from three aspects:the5Tstrategy,4P strategy and2T strategy, The guarantee measures of its implementation are also proposed such as establishment of enterprise culture, innovation enterprise system, improvement the service quality, carrying out full marketing strategy and implement strategy of talents. We hope this study can provide some theoretical and practical experience for the development of Chinese Express Mail Service (EMS)... |
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