Marketing Strategy For FJ Postal Express-delivery Parcel Based On Electronic-commerce Environment

With the rapid improvement of technology and extensive popularity of internet,electronic commerce has developed unprecedentedly in China.The transaction scale of online shopping across the country grows in the double digit range each year,and its proportion in the Total Retail Sales of Consumer Goods increases year by year.E-commerce has become an important way to stimulate domestic demand in China.Meanwhile,the demand for delivery as a result of online shopping grows rapidly.In the last years,the market for e-commerce parcel experiences about 50%annual:increase.For a postal enterprise with advantages from its one-hundred-year history and widespread facility,delivery service is undoubtedly its fundamental business and an essential speciality for its survival.However,with the booming development of e-commerce and logistics industry,foreign-funded express delivery companies flood into China,and a large number of domestic private express delivery firms emerge,especially SF Express,STO Express,YT Express,ZTO Express,BEST Express and YUNDA Express,which swiftly occupy 80%of domestic express delivery market.Although China Post is the pioneer in delivery service,it is lagging behind events in exploring the parcel market of e-commerce,thus its proportion in the whole market is shrinking.In order to examine the development status of express delivery market of e-commerce,give play to the service advantages of postal enterprise,and seize the opportunities in the development of e-commerce delivery market,the thesis combines theoretical analysis and market survey,adopts Five Forces Model and a SWOT analysis method,and analyzes the market conditions and development status of the express-delivery business.And by relevant theories such as 4C marketing theory,the thesis presents marketing strategies and supporting measures for FJ postal enterprise.To be specific,in respect of customer demand,time-limit management needs to be strengthened,countryside facilities needs to be improved,framework for claim settlement needs to be established,and value-added service needs to be provided;in respect of customer convenience,the operation mode for marketing shall be optimized,parcel self-pickup locations shall be distributed reasonably,and after-sales service shall be perfected;in respect of customer communication,business promotion requires improvement,and the whole-course communication with customers requires strengthening;in respect of customer expense,the operating cost,goods cost and personnel cost await for reduction.