Deppon’s Big-piece Express Marketing Strategy Research

With the rapid development of market economy and science and technology,e-commerce has gradually become the mainstream industry in the 21 st century.The Chinese express delivery industry is growing rapidly under the promotion of e-commerce.At the same time,the demand for express delivery is becoming higher and more complex.Today,personalized express delivery needs are expanding,such as instant delivery,cold chain,and large-size express delivery.Especially for large-size express delivery,the overall development level of the industry is low,and the degree of customer satisfaction is poor.As a result,large-size express delivery has become a pain point for the industry and has become an entry point for express delivery companies.This article takes Deppon Express as the research object.Deppon Express was established in Guangzhou in 1996.It has been engaged in the LTL industry for many years.In recent years,it has been the position of the LTL industry leader.In recent years,with the rise of China’s online shopping industry,the demand for express delivery has continued to rise.In 2013,Deppon decided to enter the express delivery market.After several years of hard work,Deppon has explored a target market that suits itself,and a large-piece express market.This paper firstly analyzes the internal environment and external environment of the express delivery market,as well as the analysis of the competitive market competition pattern,combined with the demand characteristics of the express delivery market and the resources and capabilities of Deppon Express,to segment the express market and select the target market.Finally,determine the market positioning of Deppon Express,and develop the corresponding product strategy,pricing strategy,channel strategy,promotion strategy and service strategy.I hope that the marketing strategy and related suggestions proposed in this paper will have certain reference value and practical significance for the development of Deppon’s large-piece express marketing business.