Research On The Marketing Improvement Of Express Delivery For Gansu Branch Of China-post Group

With the development of the e-commerce industry and the improvement of the logistics infrastructure,China's express delivery business has ranked first in the world for six consecutive years and still maintains a high growth rate.Gansu-post,as a branch of China Post Group Corporation in Gansu,is one of the largest express delivery companies in Gansu Province,especially the express delivery service of the delivery business unit,which has become the most important business segment in Gansu-post with high revenue and high profit.However,with the opening of the market,the private express delivery companies has expanded their business to the western region.Gansu-post's express delivery business faces severe challenges in the regional market.How to seize the opportunities of market development,optimize and enhance marketing capabilities,and strengthen competitive advantages,is an important topic that needs to research by the Gansu-post.This paper takes Gansu Post as the research object,and discusses how to improve the competitive advantage of Gansu-post from the perspective of optimizing and improving the express delivery business marketing system.First,using the PEST framework and the Porter's five-forces model,we find that 1.The macro environment of Gansu-post express is characterized by more comprehensive policies and regulations,sustained and stable economic state,new shift of consumer attitudes towards service quality and effectiveness which profoundly affected this industry.2.The industry environment is characterized by a more standardized industry but higher enter barriers,and the competition is much more fierce.There is an urgent need to increase marketing investment to enhance the competitive advantages of the Gansu-post express business.Second,using the SWOT model,the results show that Gansu-post express has obvious advantages such as brand advantage,networkchannels advantage,government support and policy advantage,human resources advantage.Meanwhile,there also exists disadvantages such as insufficient marketing awareness,high products' price,weak service awareness,low informationization,and lack of high-quality talent.Based on the current situation analysis of Gansu-post express business,combing with STP tools and mature marketing theories,the marketing system of Gansu-post's express business is optimized and adjusted.First,the market is subdivided into five categories: personal delivery,government and public institutions,customized products,e-commerce,and international express delivery.Then set the main markets as the government and enterprises,whose express products are tagged by “safety and effectiveness”,improve the importance of the personal delivery business,which positioning by “affordable”,and maintain other types of market segments.Second,based on the STP analysis conclusions,combined with the 4P,4C,and 4S marketing theories,we optimize the marketing strategies of Gansu-post express business from the perspective of the product,customer,and service,respectively.Eventually we form a progressive marketing strategies system and realized by the combination of Gansu-post's intelligent marketing system.Finally,in order to ensure the smooth implementation of Gansu Post's express delivery marketing system,safeguard measures were proposed from five aspects: organizational structure adjustment,optimization of resource allocation,improvement of corporate management level,team building and corporate culture.This paper optimizes and improves the marketing strategy of Gansu-post express service,and proposes an integrated marketing system.The research conclusions are expected not only to provide ideas and solutions for the marketing strategies of Gansu-post express delivery,but also to other similarities,such as the other branches of China-post,or private companies.