Research On The Development Strategy Of Nanjing Theme Post Office Based On Competitive Advantage Theory

In 2011,National Post began to propose the concept of the theme post office.In recent years,various forms of the theme post office have been rapidly promoted nationwide,and a new economic growth point for the development of postal services.However,some theme post offices fell into the embarrassing situation of the operate soon,and the potential business development was seriously insufficient due to the business strategy and other issues.How to explore a replicable and sustainable develop model of the theme post office has become a national important subject in China Post.This article takes Nanjing theme post office as the research object,analyzes the current operational strategy of Nanjing theme post office based on the theory of competitive advantage,and makes detailed analysis from the levels of atmosphere creation,product design,and promotion.Through the research of relevant literature and the rational use of PEST method,SWOT method and five force models and other analytical tools to analyze the industry inside and outside,and then clarify the key success factors of the Nanjing theme post office.The research results of this article are mainly as follows: Firstly,this article has summarized the general problems of the current theme post office development are: the management model is solidified,the design stays in the category of traditional postal products,the life cycle of the product is short;Secondly,Based on the theory of superiority,analyze the operation of the theme post office in the brutal expansion stage,elite single store operation stage and theme transformation stage;Lastly,provide new development strategy for the theme post office based on the competitive advantage theory.