Research On The Marketing Strategy Of China Postal Express Business

With the development of marketization and economic globalization, and expandingof reform and opening, EMS, is facing not only huge development opportunities, but alsoencounters fierce challenge from competitors at home and abroad, It is very important forEMS of China Post to draw up development target for medium and long term, andformulate corresponding strategy countermeasures.In this paper, through market research and work experience of the writer, it judges theindustry background and the environment, finds the market position of the postal deliverybusiness, put forward the marketing strategy the postal express delivery business and thestrategy implementation and control design. This paper consists of four parts, five chapters.The first part is the research of the problem, namely the research background and researchmeaning. The second part is the analysis of the express delivery business marketenvironment: by the PEST analysis tool for general environmental analysis; by Potterfive-force model of the five aspects: the existing competitors, substitute products, potentialcompetitors, suppliers’ bargaining power, and the bargaining power of customers. Thethird part is the choice of the postal delivery business marketing strategy: SWOT strategy,strategic goals and objectives, strategic marketing objectives. The fourth part is theimplementation and control of the postal delivery business marketing strategy: perfectsystem and good corporate culture is the guarantee of marketing strategy implementation,organization reconstruction and the development of human resources is a prerequisite forthe implementation of the marketing strategy, innovation management and the marketingcapability is key to the implementation of marketing strategy, and the technologypromotion is supporting to implementation of the marketing strategy.