Reserch On Marketing Strategy Of Jd Express In Colleges And Universities In Chengdu

With the development of China’s e-commerce and the arrival of the post epidemic era,China’s express industry presents a new competitive pattern and form.There are many colleges and universities in Chengdu,and the university economic circle has a large population density and quantity,which is a large market for express companies.However,the operation and effect of express enterprises in Chengdu University market are not ideal.This thesis focuses on the operation of JD express in Chengdu University area as the research object,hoping to help JD express formulate a clearer and targeted competitive strategy in Chengdu University area express market,gain advantages in the increasingly fierce market competition,successfully achieve the strategic objectives of each stage and increase the income of external customers.By combining domestic and foreign literature and field visits,this thesis understands the development history of JD express in the regional express market of colleges and universities in Chengdu,and collects the operation of JD express in the regional college market in Chengdu and the operation of competitors.Using PEST analysis method and Porter’s five forces model learned during my study,this thesis makes a more detailed competitive environment analysis of JD express in the regional university market of Chengdu,and defines the main problems of JD express in the regional university market of Chengdu.Combined with STP theory,this thesis makes market segmentation,target market selection and positioning optimization of JD express in Chengdu University area,and puts forward the formulation of new competitive strategies around female consumers and b-end consumers in Chengdu University area.Finally,based on the 7PS theory,this thesis formulates the regional competition strategy of JD express in Colleges and universities in Chengdu,and puts forward some safeguard measures and suggestions.At present,there are few thesiss on Jingdong Express’ s competitive strategy in specific market segments.The research results of this thesis are conducive to helping Jingdong express understand the current situation and problems of its operation in Chengdu University region,provide theoretical reference for the formulation of Jingdong Express’ s future competitive strategy in Chengdu University region,and help Jingdong express increase its external revenue,Achieve phased strategic objectives.