Study On The Marketing Strategy Of DHL's Cross-border Express Business

In recent years,driven by the global economic integration,RMB internationalization and One Belt And One Road,cross-border e-commerce develops rapidly,driving the increase of cross-border logistics services of many export-oriented enterprises,among which cross-border express delivery is one of the important businesses.With the stimulation of various policies issued by the country to promote the healthy development of logistics and foreign trade industry,logistics industry has become a pillar service industry in the national planning,and cross-border express industry has also ushered in new development opportunities,and fierce competition has been launched among major cross-border express enterprises.With the deepening and innovation of the shopping habit of "global purchase,global purchase",cross-border express delivery business has also undergone new changes.The scale of cross-border online shopping is developing rapidly,but it is still far from domestic online shopping.International express delivery is one of the main factors restricting its development.At present,the business composition of international express logistics still takes traditional B2 B as the main business unit,while B2 C is still in the development stage.However,with the development of cross-border e-commerce and the change of business model,B2 C has gradually become the promising development direction of major international express companies.This paper takes DHL as the research object to study the marketing strategy of DHL's cross-border express business.As a leader in the international express industry,DHL is a leader in the field of cross-border B2 B business.With its "excellence,delivery only" corporate culture,it has experienced 49 years of development,with a turnover of more than $60 billion,a market share of more than 40% in Europe and Asia,and more than 500 transshipment centers worldwide.DHL is a leader in cross-border express delivery by virtue of its professional service capabilities,standardized processes,rich network resources and innovation in express technology.First of all,through the literature on cross-border B2 C,international express delivery,marketing and strategic management theory,using PEST analysis,SWOT analysis and other analysis tools,and using the method of literature investigation,as well as the combination of micro and macro,as well as the combination of theory and practice,in-depth analysis of the industry situation of cross-border delivery and DHL cross-border delivery for the development of the company's overall development goals,planning,and the characteristics of the cross-border B2 C business,used for more clear analysis from DHL company for the development of cross-border B2 C express business opportunities challenges and advantages disadvantages.Secondly,through the analysis of the B2 C business market of DHL's development of cross-border express delivery,including market segmentation,target market selection,market positioning and business positioning,it is fully expounded that DHL can fully take advantage of its core competitiveness to lead in the target market.Finally,from the aspects of price difference strategy,product difference strategy,service channel strategy,promotion strategy and public relations strategy,the paper gives the selection of DHL's marketing strategy for developing cross-border express delivery.