Study On Marketing Mix Strategy Of Lianyungang Postal Express Delivery Company

The rapid progress of the internet technology has brought about the explosive development of electronic commerce, as well as under the trend of global economic integration the frequent interaction between enterprises and individuals, the above two points jointly contributed to the rapid development of China’s express delivery industry in recent years. In 2014, the size of China’s express industry has risen to the world’s first. China’s express delivery market has become the fastest and most potential emerging markets in the world. However, China Post Express Logistics Limited by Share Ltd with the longest operating history, largest scale, most extensive network-coverage, most abundant business-variety, under the pressure of foreign capital, private courier companies, its business development retreat, past glory is gone, the position of the market leader is at stake.Lianyungang postal express logistics company is subject of study in this paper which is the subordinate company wholly owned by China Post Express Logistics Limited by Share Ltd. Recently, because of the increasing competition in the express delivery market, the market share of Lianyungang postal express logistics company fell from 80% in 2005 to 10% in 2015. Author think one of the important reasons that lead to the bad management of the enterprise is the problem of the enterprise’s marketing strategy, over many years, the company’s product, price, channel, promotion and other key marketing strategy remains despite the huge market changes. The company’s product line is out of date, the price is lack of flexibility, Sales channel is not smooth, promotion is weak. All the above issues slowed the pace of development of Lianyungang post EMS, restrict the progress of enterprises eventually.This paper aims to analysis the operating status of enterprises through its internal and external environment. Find out the enterprise’s problems and the cause of the problem by depth analysis of the current situation. In the mean time, the author subdivide the Lianyungang express delivery market according to the customer’s demand and use characteristics, and marketing mix strategy adapting to Lianyungang post EMS by product, price, channel, promotion and other key marketing factors.The authors consider that the implementation of search, market segmentation, selected the target market,4P marketing mix strategy formulation and related security measures can serve to integrate the marketing resources, to reverse the decline in business, to restore the loss of customers, to innovate business development, and promote the core competitiveness of enterprise through the problem analysis.