On The Marketing Development Strategy Of Guangzhou Postal Express Service

With the deepening of global trade integration,the express industry has ushered in a rare opportunity for development.China has a huge population,and the logistics demand is great,so the express industry in China has undergone fast development.In the macro environment of fierce competition,many companies can still keep their profitability,which shows the express industry is still in a state of shortage,and there is a huge space for development.Guangzhou is one of the first tier cities in China,the economic development speed has been ahead of the country,its express industry is also in a leading position.Guangzhou Post has been in the dominant position in the industry since it was established,occupying half of the market share of Guangzhou,and has maintained a rapid growth trend.But with China’s accession to the WTO,the express industry was opened to the outside world,many express enterprises from developed countries found tremendous opportunities in the market of China,so they come to China to seize the market share,which brought a huge challenge to the business development of Guangzhou Post.After that,in order to ensure its market competitiveness,China Post adopted the strategy of separation of postal administration and enterprises,while allowing private capital to enter the express industry,therefore,many express companies emerged all of a sudden,which all embrace big development.In this macro environment,the fierce competition in the market as well as the homogenization of services led to the disordered development of the industry,the profit margins of Guangzhou Post have been severely compressed.This study starts from the analysis of the status quo of Guangzhou Postal Express Logistics Company,finds the company’s competitive advantage in the market is a long-term business brand and relatively perfect postal network system,however,due to the severe competition and the lack of the guidance of marketing theory,there emerge a lot of defects in the company’s marketing strategy,leading directly to the decrease of the growth rate of the company’s market share,the dominant position was no longer obvious in the competition with other companies.After making research on the status quo of express business of Guangzhou Postal Express Logistics Company,this paper summarizes the seven main problems existing in the marketing strategy of express companies.According to the market environment and competitive conditions,the paper analyzes the operating conditions of the rival enterprises,uses the modern marketing theory to develop an optimization scheme of marketing strategy,makes the necessary adjustments to its product strategy,pricing strategy,channel strategy and promotion strategy.In order to ensure management strategy to achieve effect,the paper puts forward the relevant security measures.Finally,we hope that this study can provide a certain help for Guangzhou Postal Express to expand market share and achieve good marketing results.