The Research Of Marketing Strategy For Zibo Postal Express Delivery Logistics Company

Zibo Postal Express Delivery Logistics Company was established in2010with thereform of the postal system and the company operate EMS specialized. From the point ofview of China’s express delivery industry market, since1986, foreign express deliverycompanies such as DHL, FedEx, UPS, TNT enter the China Market and seize a hugemarket share in international express service level. The rapid rise in Air Express, RailwayExpress, Yuan Tong, Shen Tong, Zhong Tong, Hui Tong, Yun Da as the representative ofthe private express companies pose a greater threat to the domestic EMS Market and makeEMS face tough challenges. As for Zibo Postal Express Delivery Logistics Company, it hasa lot of customers under the old system of postal service and annual growth in recent yearshas reached the best level in history but under the situation of losing old customer,therefore it has to do a deep research on marketing strategy so that the company canmaintain a competitive advantage.Firstly, this article do a research on Zibo express service on the basis of relevanttheories and literature studies, combined with the author’s own work experience andmarket research and take the use of case analysis, then puts forward it is necessary for ZiboPostal Express to make a new marketing strategy. On this basis, this paper researches onZibo express service competitive environment from policy environment, macroeconomicenvironment, social consumption environment and social development environmentrespects by using various kinds of strategy analysis tools. According to the status ofcompetitors, this paper analyses Zibo Postal Express’s pricing strategy. Based on theanalysis of Zibo express service’s advantage, disadvantage, threat and opportunity, thispaper puts forward four kinds of marketing strategy of Zibo Postal Express Company, andthen makes clear the strategic mode and strategic objectives. Then the paper analyses thecompany’s marketing strategy from the aspect of market segmentation, target marketselection and market positioning perspective. Later, the product strategy, channel strategy,price strategy and promotion strategy which may provide theoretical and methodologicalguidance for the implementation of the marketing strategy of Zibo Postal Express are analyzed. Last, this paper analyses the implementation of marketing strategy from theaspects of network optimization, brand building, human resources, optimize service etc.And put forward a series of measures to control the implementation of strategy so that canensure the smooth implementation of the marketing strategy.This research not only has an important guiding significance to Zibo Postal ExpressDelivery Logistics Company but also has a certain reference value for other similarcompanies to make marketing strategy.