The Enlightenment Of UPS Marketing Strategy To Chinese Express Delivery Companies

Since China joined the WTO, with the rapid development of economy and the rapid growth of export-oriented economy, circulation and e-commerce are becoming increasingly active and prosperous, the demand for express delivery market has become increasingly strong. By the great business opportunities in China express market attract, four major international express giant UPS, Federal Express, DHL, TNT has to enter the Chinese market. At the same time, China’s local courier companies also appeared blowout growth, with four through one up to the private courier companies came into being, becoming an important part of China’s express delivery market. But behind the rapid development of express industry chaos express market dragons and fishes jumbled together, there are many problems. Such as frequent newspapers courier barbaric sorting, rough handling, the arrival of the goods at the time cannot guarantee, transit cargo damage and breakage cannot be corresponding compensation or compensation cumbersome procedures and other phenomena emerge in an endless stream.2016 315party of CCTV exposure of the fast delivery, STO express, the daily express, nearly ten logistics company, in knowing that no package to help air bag company using air brush single way improve the credibility of the user behavior, seriously disrupting the market order. There is still a big gap between the service level of express enterprise and the development of electronic commerce and the demand of consumers.It is based on this background, this paper takes the international express giant UPS company as an example, in-depth analysis of UPS marketing strategy, the secret of the success of the courier giant anatomy. UPS Express (Parcel Service United), the predecessor of the United States courier company, was founded in 1907 in Seattle, the company’s initial business is mainly for the customer to run errands, delivery of luggage and other items. Today, UPS has been developed as a multinational company, scope of business throughout the world more than 220 countries and 2015 sales of $488 billion, its trademark is one of the world’s most famous and admired the trademark. Through analysis of its marketing strategy, and hope to be able to China is in the initial stage of the domestic express delivery enterprises some reference, in the fierce market competition keep good development, expanding the scope of business and even to the world.This paper is mainly divided into four parts, the first part is about the general situation of UPS company is introduced, including the history and development in China development; current operating conditions, operating income% profit、stock price; and its main rival-FedEx、 DHL-TNT, forming an overall understanding of UPS; the second part is the analysis for UPS company’s marketing strategy, the marketing strategy analysis of UPS before the first to introduce the internal and external environment, including the political environment economic environment、environmental-social-environment-infrastructure-logistics information technology-human resources and brand concept; secondly by using the theory of 6PS marketing strategy, marketing methods from the price, product, channel, promotion, public relations, sales personnel in-depth study of UPS company; the third part is the marketing of UPS For Chinese express enterprise enlightenment, through the analysis of current situation of several typical marketing strategy China express company representative, the shortcomings in the aspects of marketing, such as a single product, a high degree of homogeneity、price competition, market chaos-network system is not perfect, the drawbacks of the active awareness of marketing business model weak-public relations of low degree of attention-lack of professional service team, service quality is not high. Aiming at these problems the corresponding solutions, such as providing differentiated products and services, price positioning, accurate optimization management mode, the formation of active marketing awareness, build brand, improve the response speed. The establishment of early warning mechanism, improve the quality of employees.