Study On International Express Logistics Business Marketing Strategy Of Jilin SDWL Company

The rapid rise of high-tech information technology and e-commerce has become an important driving force for global economic growth.The flow rate of production factors including manpower and resources has been accelerating in the world.This requires the international express logistics industry to meet the trading needs of import and export traders,making international express logistics enter the golden age quickly,and the market competition is also intensifying.FEDEX,TNT The four international express delivery giants of UPS and DHL have rushed to the international express logistics market.Due to the rich experience,rich capital,advanced technology and sound global transportation network,the foreign express delivery company has occupied an absolute advantage in the domestic international express logistics market.Domestic private express delivery companies have greatly squeezed the living space of state-owned express logistics enterprises with flexible market strategies,adequate financial support and stable network support.At present,there are three parties competing for China's international express logistics market-international express giants,private express companies and state-owned express logistics companies.Jilin SDWL Company is a comprehensive large-scale state-owned express logistics enterprise.In recent years,the company has put too much resources in the domestic express delivery market,and neglected the development of the international express logistics market.At the same time,due to many shortcomings in the system management,a series of unfair competition methods,such as the bottomless low price strategy,have been seriously affected.In general,the SDWL company headed by SDWL Company of Jilin Province is being hit hard by international express giants,other state-owned express companies,and private express delivery companies.The market share is declining and the prospects are not optimistic.In 2018,the group company started the reform of the delivery wing.The SDWL company in Jilin Province took the lead and tried the resources.The resource integration work was leading the country,achieving the effective use of resources and the full release of capabilities,which can better face the fierce market competition in the industry.Therefore,it is necessary to actively study how SDWL companies in Jilin Province integrate resources,find suitable international express logistics market segments and adopt effective marketing methods in the context of new operating mechanisms andcomplex competition,and finally obtain good market share.The rate and the achievement of the "national team" of the industry have become the subject of this paper.This article begins with an overview of the company's business,understanding and statistic the current state of demand for the international express logistics market.Then use industry analysis,competition analysis and customer relationship analysis to study the marketing environment and advantages and disadvantages.Then according to the STP theory,the cross-border express market segmentation,target market selection and competitive strategy positioning.Based on the above results,a 4P marketing mix strategy is proposed.Finally,the company proposes relevant marketing implementation guarantees,summarizes the research of this paper,and proposes future prospects.