顺丰速递——定位 优势 特点
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Motion has its own huge service network, has a unified service standard, service quality is stable and high safety performance advantages, can protect the interests of customers to the greatest extent.
• 如何扩大目标群
• 顺丰选择高价值的“小众市场”或者按照现代流行的说法 是“利基市场”作为目标市场，最终成为整个行业的游戏 规则制定者。顺丰的目标客户锁定在月结客户，对象主要 是：企业；白领或者是金领；国外快递客户。顺丰对此进 行了细致的调研与分析。企业客户利益点：便利，安全， 快速，全国性网络，经济成本，优质服务。白领或者是金 领：便利，安全，准确，优质服务；国外客户：准确、安 全、经济，便利。最终顺丰准确定位点为快速、准确、安 全、经济、便利，优质服务。顺丰所有的市场营销策略， 运营，资源整合，产品和服务都是围绕定位点展开。在这 个目标市场了顺丰不仅发挥了竞争优势，更打造了持续的
顺丰的价格与其他家快递公司相比相对较高，它的目标客户全体对于价格敏感 度不高，但要求最终顺丰准确定位点为快速、准确、安全、经济、便利，优 质服务。
(4) the Promotion strategy (Promotion)
A. the traditional marketing strategy
B. the network marketing strategy
The Business model of shunfeng
Catalogue
• Product positioning（定位） • How to expand the target group • Unique advantages • Business model（商业模式） • Competitors
(1) 产品策略（Product）： 按照客户细分设计产品价格体系，不做与四大国际快递重叠的高端，锁定中端客户，坚持只做
快递，只做小件，不做重货同时用提高价格来控制发展速度。顺丰有着自己的专运货机。这 无论从配货的机动性上还是从输送快件的时效性上来看，富有相当的主动性。
(2) the channel strategy (Place) :
竞争力。
Unique advantages
(1) the speed advantage：Self-built network,
two levels of transfer, drive planes
速
度优势：自建网点、两级中转,自驾飞机运送
(2) security advantages：Safety equipment, a
• 在国际快递巨头与国内快递公司之间，顺丰速运成功走了一条“中间 路线”，占领了空白市场，其成功之处在于将国际快递巨头的先进经 验在国内率先成功实践，并比竞争对手在主要方面做得更好、更到位
Enterprise customer benefits: convenient, safe, fast, nationwide network, economic cost, high-quality service. White-collar or the jinling: convenient, safe, accurate, high quality services; Foreign customers: accurate, safety, economy and convenience. Eventually the accurate motion anchor point for rapid, accurate, safe, economic, convenient, high-quality service. All along abundant marketing strategy, operations, resources the whole ?
顺丰选者了小件快递作为属性定位，把“快速、准确、安全、经济、便利、优质服务 ”作为利益定位点，并在快速方面做到出色，远远超出其他竞争对手，在准确和安全方
。 面非常优秀，高于行业水平；在便利，经济和优质服务方面不低于行业平均水平
How to expand the target group
Choose high value "niche" motion or according to the modern popular is a "niche market" as the target market, become the industry rules of the game makers. Target customer lock in the month knot, motion object mainly is: enterprise; White-collar or the jinling; Fedex customers abroad. Motion carried out detailed research and analysis.
A．传统营销策略 B．网络营销策略
• Between the international express delivery giant with domestic express delivery company, suitable abundant speed luck success took a "middle path", occupied the blank market, its success lies in the advanced experience of the international express delivery giant in the domestic first successful practice, and do better than its rivals in the main, more in place.
strong sense of responsibility of employቤተ መጻሕፍቲ ባይዱes,
etc安全优势：安全设备，责任心强的员工等
(3) flexible advantage ：Door to door service,
hand opponents handover.
灵活优势：门到门服务，手对手交接
Self-built network, two levels of transfer. Provide 24hour uninterrupted kind and real-time service. From customers booking order to shun the harvest to send door to door charge express, 1 hours to complete; Express arrived along abundant outlets to collect from door to door delivery for the customer, 2 hours to complete, realize express "today closed tomorrow to try to shorten customer trade cycle, reduce operating costs, improve the market competitiveness of customers.
Product positioning（定位）
Choose a small Courier as motion property orientation, the "fast, accurate, safety, economic, convenient, high-quality service" as the interests of anchor point, and do well in fast, far more than other rivals, in accurate and security is very good, above the level of the industry. In convenience, economy and high quality services is not lower than the industry average.
竞争力。
(3) the Price strategy (Price) :
Motion of the home delivery company versus the price is relatively high, its target customers all for price sensitivity is not high, but requires the accurate motion eventually anchor point for the rapid, accurate, safe, economic, convenient, high-quality service.
• (2) 渠道策略（Place）：
• 顺丰自有庞大的服务网络，具有服务标准统一、服务质量 稳定、安全性能高等显著优点，能最大程度地保障客户利 益。自建网点、两级中转。全天候不间断提供亲切和即时 的领先服务。从客户预约下单到顺丰收派员上门收取快件 ，1小时内完成；快件到达顺丰营业网点至收派员上门为 客户派送，2小时内完成，实现快件“今天收明天到” 尽 量缩短客户的贸易周期，降低经营成本，提高客户的市场
Business model（商业模式）
(1) Product strategy (Product) :
According to customer segmentation design product price system, do not do with four overlapping of highend international express, locking the end customer, stick to do delivery, only do small, do not do heavy goods with higher prices at the same time to control the development speed. Motion has its own special cargo shipment. This transport express from the power of the distribution on the mobility of the timeliness, rich considerable initiative.
• 如何扩大目标群
• 顺丰选择高价值的“小众市场”或者按照现代流行的说法 是“利基市场”作为目标市场，最终成为整个行业的游戏 规则制定者。顺丰的目标客户锁定在月结客户，对象主要 是：企业；白领或者是金领；国外快递客户。顺丰对此进 行了细致的调研与分析。企业客户利益点：便利，安全， 快速，全国性网络，经济成本，优质服务。白领或者是金 领：便利，安全，准确，优质服务；国外客户：准确、安 全、经济，便利。最终顺丰准确定位点为快速、准确、安 全、经济、便利，优质服务。顺丰所有的市场营销策略， 运营，资源整合，产品和服务都是围绕定位点展开。在这 个目标市场了顺丰不仅发挥了竞争优势，更打造了持续的
顺丰的价格与其他家快递公司相比相对较高，它的目标客户全体对于价格敏感 度不高，但要求最终顺丰准确定位点为快速、准确、安全、经济、便利，优 质服务。
(4) the Promotion strategy (Promotion)
A. the traditional marketing strategy
B. the network marketing strategy
The Business model of shunfeng
Catalogue
• Product positioning（定位） • How to expand the target group • Unique advantages • Business model（商业模式） • Competitors
(1) 产品策略（Product）： 按照客户细分设计产品价格体系，不做与四大国际快递重叠的高端，锁定中端客户，坚持只做
快递，只做小件，不做重货同时用提高价格来控制发展速度。顺丰有着自己的专运货机。这 无论从配货的机动性上还是从输送快件的时效性上来看，富有相当的主动性。
(2) the channel strategy (Place) :
竞争力。
Unique advantages
(1) the speed advantage：Self-built network,
two levels of transfer, drive planes
速
度优势：自建网点、两级中转,自驾飞机运送
(2) security advantages：Safety equipment, a
• 在国际快递巨头与国内快递公司之间，顺丰速运成功走了一条“中间 路线”，占领了空白市场，其成功之处在于将国际快递巨头的先进经 验在国内率先成功实践，并比竞争对手在主要方面做得更好、更到位
Enterprise customer benefits: convenient, safe, fast, nationwide network, economic cost, high-quality service. White-collar or the jinling: convenient, safe, accurate, high quality services; Foreign customers: accurate, safety, economy and convenience. Eventually the accurate motion anchor point for rapid, accurate, safe, economic, convenient, high-quality service. All along abundant marketing strategy, operations, resources the whole ?
顺丰选者了小件快递作为属性定位，把“快速、准确、安全、经济、便利、优质服务 ”作为利益定位点，并在快速方面做到出色，远远超出其他竞争对手，在准确和安全方
。 面非常优秀，高于行业水平；在便利，经济和优质服务方面不低于行业平均水平
How to expand the target group
Choose high value "niche" motion or according to the modern popular is a "niche market" as the target market, become the industry rules of the game makers. Target customer lock in the month knot, motion object mainly is: enterprise; White-collar or the jinling; Fedex customers abroad. Motion carried out detailed research and analysis.
A．传统营销策略 B．网络营销策略
• Between the international express delivery giant with domestic express delivery company, suitable abundant speed luck success took a "middle path", occupied the blank market, its success lies in the advanced experience of the international express delivery giant in the domestic first successful practice, and do better than its rivals in the main, more in place.
strong sense of responsibility of employቤተ መጻሕፍቲ ባይዱes,
etc安全优势：安全设备，责任心强的员工等
(3) flexible advantage ：Door to door service,
hand opponents handover.
灵活优势：门到门服务，手对手交接
Self-built network, two levels of transfer. Provide 24hour uninterrupted kind and real-time service. From customers booking order to shun the harvest to send door to door charge express, 1 hours to complete; Express arrived along abundant outlets to collect from door to door delivery for the customer, 2 hours to complete, realize express "today closed tomorrow to try to shorten customer trade cycle, reduce operating costs, improve the market competitiveness of customers.
Product positioning（定位）
Choose a small Courier as motion property orientation, the "fast, accurate, safety, economic, convenient, high-quality service" as the interests of anchor point, and do well in fast, far more than other rivals, in accurate and security is very good, above the level of the industry. In convenience, economy and high quality services is not lower than the industry average.
竞争力。
(3) the Price strategy (Price) :
Motion of the home delivery company versus the price is relatively high, its target customers all for price sensitivity is not high, but requires the accurate motion eventually anchor point for the rapid, accurate, safe, economic, convenient, high-quality service.
• (2) 渠道策略（Place）：
• 顺丰自有庞大的服务网络，具有服务标准统一、服务质量 稳定、安全性能高等显著优点，能最大程度地保障客户利 益。自建网点、两级中转。全天候不间断提供亲切和即时 的领先服务。从客户预约下单到顺丰收派员上门收取快件 ，1小时内完成；快件到达顺丰营业网点至收派员上门为 客户派送，2小时内完成，实现快件“今天收明天到” 尽 量缩短客户的贸易周期，降低经营成本，提高客户的市场
Business model（商业模式）
(1) Product strategy (Product) :
According to customer segmentation design product price system, do not do with four overlapping of highend international express, locking the end customer, stick to do delivery, only do small, do not do heavy goods with higher prices at the same time to control the development speed. Motion has its own special cargo shipment. This transport express from the power of the distribution on the mobility of the timeliness, rich considerable initiative.