快遞物流公司服務(wù)營(yíng)銷策略的應(yīng)用

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1、快遞物流公司服務(wù)營(yíng)銷策略的應(yīng)用民營(yíng)快遞物流公司服務(wù)營(yíng)銷策略研究摘要本文對(duì)快遞物流企業(yè)的物流服務(wù)進(jìn)行了深入的研究和探討，通過(guò)調(diào)查研究探討了民營(yíng)快遞物流公司提供第三方服務(wù)中出現(xiàn)的問(wèn)題和不足，并通過(guò)服務(wù)營(yíng)銷策略提出相應(yīng)解決方案，為其企業(yè)核心競(jìng)爭(zhēng)力的增強(qiáng)打下堅(jiān)實(shí)的基礎(chǔ)，具有較強(qiáng)的實(shí)操性和現(xiàn)實(shí)意義。針對(duì)課題的特點(diǎn)，本論文采用理論研究與實(shí)證分析相結(jié)合和定性分析與定量分析相結(jié)合的方法，對(duì)服務(wù)營(yíng)銷的相關(guān)理論進(jìn)行了闡述，并在實(shí)證分析的基礎(chǔ)上，對(duì)中國(guó)快遞企業(yè)如何實(shí)施服務(wù)營(yíng)銷提出思考。首先，從概念上對(duì)快遞和快遞物流企業(yè)服務(wù)營(yíng)銷進(jìn)行了界定。分析了快遞的分類、快遞業(yè)的服務(wù)特征

2、、快遞物流企業(yè)服務(wù)營(yíng)銷的目的和快遞物流服務(wù)的流程。其次，對(duì)我國(guó)民營(yíng)快遞業(yè)進(jìn)行了市場(chǎng)分析，闡述了我國(guó)民營(yíng)快遞業(yè)的生存現(xiàn)狀；用SWOT方法分析了民營(yíng)物流快遞企業(yè)的優(yōu)勢(shì)、劣勢(shì)、威脅和機(jī)會(huì)。討論了我國(guó)民營(yíng)快遞業(yè)存在的問(wèn)題。最后，建議我國(guó)民營(yíng)快遞公司通過(guò)實(shí)施差異化服務(wù)營(yíng)銷策略、實(shí)施創(chuàng)新服務(wù)營(yíng)銷策略、加強(qiáng)誠(chéng)信建設(shè)服務(wù)策略、提高顧客讓渡價(jià)值策略和加強(qiáng)溝通策略提高民營(yíng)快遞公司的服務(wù)質(zhì)量，以滿足顧客需求，促進(jìn)我國(guó)民營(yíng)快遞公司健康快速發(fā)展。關(guān)鍵詞快遞業(yè)；民營(yíng)快遞物流公司；服務(wù)營(yíng)銷；差異化服務(wù)營(yíng)銷；顧客需求17AbstractInthispaper,courierlogi

3、sticsenterprise'slogisticsservicesin-depthstudyandexploration,throughinvestigationandresearchtoexploretheprivatecourierservicestoprovidethird-partylogisticscompaniesintheproblemsandshortcomings,andproposeappropriatemarketingstrategythroughtheservicesolutionsforitsenterprisecore

4、competitiveenhancedabilitytolayasolidfoundation,withastrongpracticaloperationandpracticalsignificance.Forthecharacteristicsofthesubject,thispaperusestheoreticalresearchandempiricalanalysiscombinesquantitativeanalysisandqualitativeanalysisandacombinationofmethods,services,market

5、ingrelatedtheorieswereexpounded,andtheempiricalanalysis,basedonChina'sexpressdeliverycompanieshowtoimplementtheServiceMarketingmadethinking.Firstofall,theconceptofexpressdeliveryandcourierservices,marketing,logisticscompanieshasdefinedthe.Analysisoftheclassificationofcourier,ex

6、pressdeliveryservicesindustrycharacteristics,courierservices,logisticscompaniesandexpresspurposeofmarketing,logisticsserviceprocess.Secondly,China'sprivatecourierindustryinthemarketanalysis,describedthesurvivalofChina'sprivatecourierindustryinthestatusquo;SWOTAnalysiswiththelog

7、isticsoftheprivatecouriercompaniesstrengths,weaknesses,threatsandopportunities.PrivatecourierindustryinChinaarediscussedexistingproblems.Finally,theproposedprivateexpressdeliverycompaniesinChinathroughtheimplementationofdifferentiatedservices,marketingstrategy,implementinginnov

8、ativeservicemarketingstrategytoenhancetheintegrityofth