Marketing Strategy Of Domestic Parcel Post--Based On Market Research

In recent years, the rapid development of e-commerce led to the rapid development of the Express industry, and over50%of revenue of Express industry came from e-commerce. In order to meet the macroeconomic environment of customer demands, market competition and e-commerce economy, in August2012, China Post opened the domestic parcel post which integrated the existing resource and its own advantage to provide the delivery service of the low weight and small items to the e-commerce customers. However, under the fierce market competition, the domestic parcel post didn’t have absolute advantage in terms of price and delivery time limit. There are still some problems in the market approbation and internal support.In order to know the status quo of e-commerce express market, and analyze consumer behavior for a better development of the domestic parcel post, this paper used theoretical analysis and empirical research approach to find out the strengths, weaknesses and problems of the domestic parcel post. In accordance with the relevant theories and methods of consumer behavior, market research, and combined with the inherent characteristics of the domestic parcel post, the paper designed the online survey questionnaire. It also adopted descriptive analysis, cross-over analysis and correlation analysis by using SPSS software, in order to analyze consumer behavior and market demands of e-commerce express services.Based on the theoretical analysis and data analysis and combined with theoretical knowledge of consumer behavior and marketing, the paper made the marketing strategy of the domestic parcel post for China Post Group Co., Ltd. The marketing strategy included the following five aspects. Firstly. from the perspective of fulfilling customers’needs, China Post should optimize the product design, strength delivery time management and establish claims mechanism. Secondly, from the perspective of customer convenience, China Post should optimize collection and delivery channels, and improve after sell service. Thirdly, from the perspective of customer communication, China Post should increase business promotion efforts, strengthen customer communication and improve customer experience, build evaluation mechanisms and regulate the service terms. Forthly. from the perspective of customer’s willingness to pay, China Post should improve price management mechanism, implement differentiated prices, and utilize the advantage of continuous weight. Lastly, from the perspevtive of centralizing management and control, China Post must strengthen quality control and improve operational support.