Study On Marketing Strategies Of FedEx And The Inspiration For Chinese Express Industry

Now the express delivery industry is still in the stage of development.The development of the express delivery industry is closely related to the development of economic and trade between various countries and regions.With the frequent communication and increased trade volume between various countries and regions,also the deepening of globalization,the express delivery industry develops based on these communications.In China,compared with agriculture,manufacture and other industries,the express industry is still quite new.However,with the reform and opening up,China’s economic level keeps increasing,and after China’s entry into the WTO,China’s trade with other countries and regions has become increasingly frequent,therefore,the importance of the express logistics industry has become more obvious.Logistics support capacity has become a key factor for China to maintain international competitiveness,Chinese express delivery market will also be developing because of the huge potential and broad market.At present,the rapid development of Chinese express industry is mainly driven by market demand.However,under this background,people’s living standards is improving with the development of economy,therefore,demands for express logistics business is also increasing.Chinese express market is more and more attractive for those visionary entrepreneurs.Therefore,Chinese express delivery market will also face greater challenges from foreign enterprises.Thus it is very necessary to learn successful experience,advanced operation methods and management philosophies from foreign enterprises.FedEx is one of the largest express transportation companies in the world,headquartered in Tennessee,USA.FedEx is an international express group,which providing overnight delivery,ground express,heavy cargo delivery,document copying and logistics services.Since founded in 1971,it has provided fast and reliable express service to more than 235 countries and regions in the world.FedEx has accumulated lots of experience in its decades of operation,which has a great impact on the development of the whole express industry and other express companies.Therefore,this thesis takes FedEx as the main research object and summarizes the experience and common features of the international express represented by FedEx.By comparing with Chinese express enterprises,the thesis finds out the problems in the current management situation of Chinese enterprises and gaps between domestic and international companies,and gives suggestions for the sustainable development of Chinese express industry.This article is mainly divided into 6 parts:The first chapter is the introduction,which introduces the study background,study purpose and significance,study methodologies and study contents.In the 21st century,China’s economy is still rapidly developing,which has put forward higher requirements for supporting industries.As a new industry,express delivery industry has got more opportunities and development space under such a background.For example,the development of e-commerce is a huge opportunities for many Chinese express industries.However,under the background of economic globalization,Chinese express enterprises are also facing greater competition and challenges.International express enterprises have adequate capital,huge brand effects and high quality services.Thus,if the domestic express delivery industry cannot make strategic adjustments,it will not survive in the competition.This thesis uses literature analysis,comparative analysis and other methods to analyze the experience and common features of international express companies,hoping to give Chinese express industry some inspirations.The second chapter is the literature review,which enumerates the overview situation of the development of domestic and foreign express industry.Domestic and foreign scholars analyzes the development of the FedEx and other express delivery business from different aspects and angles to find out their success secrets and shortcomings,in order to provide reference for other express companies.Chinese scholars focus more on the analysis of the problems in the development process,and put forward the shortcomings and improvement direction for express companies in China.The third chapter is the analysis and introduction of the express industry and FedEx.It introduces the basic content of the express industry,the development history,marketing scale and operation status of FedEx.Then,it analyzes the strength,weakness,opportunity and threat of FedEx by using the SWOT analysis.It also made a comparative analysis of FedEx’s main competitors-the other major international express companies which are DHL,UPS,TNT,and some of the Chinese express companies.The development strategy of FedEx is introduced in detail.The fourth chapter is the current status of Chinese express industry and the comparison between Chinese and International express.The history of Chinese express industry development is not long,but China’s economic development and increase of trade volume has brought opportunities to the development of the express industry.Although express market has huge development potential and broad development space,there are still some problems.It has great gap compared with international giants.This chapter also contains a comparative analysis of international express companies and domestic express enterprises,which summarizes the successful experience of international express delivery enterprises and their common characteristics and discusses the development and existing problems of domestic express delivery industry.The study finds out that the gap between Chinese express industry and foreign express giants is mainly embodied in equipment,information technology,personnel quality and training system,corporate culture and management philosophies.The fifth chapter is the inspiration learned from international express companies.This chapter is to give some advice and inspirations to Chinese express industry and Chinese express companies for their future operation and development.These inspirations include promoting the perfection of laws and regulations of express delivery industry,forming a healthier competitive environment,expanding business scope,providing diversified services,improving service quality and personnel quality,increasing investment in high-tech equipment and information construction,paying attention to cultural construction and trying to build a strong brand.The last chapter is conclusion.The author summarizes the whole thesis.There is still a big gap between Chinese express industry and international express enterprises in terms of development scale,service level,personnel quality,scientific and technological input.However,Chinese express industry has a huge potential for development,by drawing on the successful experience of international companies,making use of its potential market and rapid development of its economy and e-commerce industry.This thesis hopes to provide some help to the future development of Chinese express industry.