| In recent years,the vigorous development of e-commerce provides a strong boost with the mobile Internet technology innovation,only 2014 "double 11" online shopping festival day,Taobao and Tmall achieve sales of 57.1 billion yuan.E-commerce has brought around industry once-in-a-lifetime opportunity of development,the biggest beneficiaries is express delivery industry.Every online shopping order also accompanied the express delivery of orders to produce,during the last year "double 11",produced a total of 278 million packages,according to related statistics,more than 50%of express delivery business from e-commerce market,therefore,domestic and international express delivery giant layout and electronic business of express delivery market competition is intense.At the same time,the Chinese postal service relying on the powerful network resource and policy advantages,in the EMS express delivery business has a foothold in offline express delivery market,based on the launch in 2012,with the aid of correspondence network "postal parcel" light small Courier services,strong electronic business of express delivery market,and in the same year,become the first ten network signing Courier service provider of Tmall.However,since 2012.the postal parcel business development is slow,e-commerce market unable to open all the time,has not obtained breakthrough development.This article obtains from the current situation of the development of postal parcel,relying on 4p-5c marketing analysis framework.first of all,has made the detailed scientific comb through the analysis of the 5c for postal parcel inside and outside competitive environment,points out that the postal parcel in the target market,competitive positioning,as well as the deviation,then use the STP method,reorganize the conform to the postal parcel due to locate the original products,and through the analysis of 4 ps marketing mix,indicate the postal parcel existing marketing problems,and gives the corresponding marketing strategy as a whole. |
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