Study On The Marketing Strategy Of Domestic Express Parcel Business Of Bole Post Office

In the past few years,the scale of global e-commerce market has been expanding rapidly,China's economy has maintained a sound development trend,and the express delivery industry has ushered in a new wave of development climax,with an average annual growth rate of more than 40%,resulting in a huge pressure on the traditional postal businesses.Under such a macro background and the industry situation,China post further promotes the reform and carries out a comprehensive restructuring of the express delivery business based on the market demand.In the reform plan of China post's domestic express package business,all domestic express package products were integrated,and the original EMS economic express and express package were unified into the new product "express package".Since then,the market share of this business has shown a trend of continuous growth.But in most areas,the postal service's domestic package business has long been in negative territory,as has bole.Therefore,at present,the most important thing is to take effective measures to improve the economic benefits of this business and avoid it from getting into the dilemma of bigger scale and bigger loss,so as to lay a solid foundation for the further development of bole post branch.Article is analyzed from various angles,such as express delivery market environment,the domestic electric dealer market,and combined with the author's own work experience,giving a bole postal branch is relatively accurate target market positioning,and further planning according to the positioning bole postal branch operating direction of the development of the domestic express delivery parcel business,set by the direction of strategies and measures.This paper consists of six chapters and four parts.As the first part,research questions are put forward,which include research overview,background significance,research methods and research contents at home and abroad.The second part is to further analyze the market environment of bole post's domestic express parcel business based on the analysis of the current industry development environment,which includes: analyzing the macro environment of the express industry through PEST;The industrial structure is analyzed by porter's five forces model.SWOT analysis of the advantages and disadvantages of domestic postal express parcels.The third part analyzes how to choose the target market,how to segment the market and how to accurately locate the market,and then revises the marketing strategy of bole post's domestic express package business and further optimizes it.How to implement the domestic express package marketing strategy of bole post is the fourth part,which is subdivided into seven aspects to ensure the smooth implementation of the marketing strategy.The main starting point of this paper is to speed up the reform of the domestic express package business of bole post through the study of its marketing strategy,and at the same time to provide new ideas for the development of private express enterprises,as well as to provide reference for other branch reform.