快递物流公司服务营销策略的应用

快递物流公司服务营销策略的应用

民营快递物流公司服务营销策略研究

摘要

本文对快递物流企业的物流服务进行了深入的研究和探讨，通过调查研究探讨了民营快递物流公司提供第三方服务中出现的问题和不足，并通过服务营销策略提出相应解决方案，为其企业核心竞争力的增强打下坚实的基础，具有较强的实操性和现实意义。针对课题的特点，本论文采用理论研究与实证分析相结合和定性分析与定量分析相结合的方法，对服务营销的相关理论进行了阐述，并在实证分析的基础上，对中国快递企业如何实施服务营销提出思考。

首先，从概念上对快递和快递物流企业服务营销进行了界定。分析了快递的分类、快递业的服务特征、快递物流企业服务营销的目的和快递物流服务的流程。

其次，对我国民营快递业进行了市场分析，阐述了我国民营快递业的生存现状；用SWOT方法分析了民营物流快递企业的优势、劣势、威胁和机会。讨论了我国民营快递业存在的问题。

最后，建议我国民营快递公司通过实施差异化服务营销策略、实施创新服务营销策略、加强诚信建设服务策略、提高顾客让渡价值策略和加强沟通策略提高民营快递公司的服务质量，以满足顾客需求，促进我国民营快递公司健康快速发展。

关键词快递业；民营快递物流公司；服务营销；差异化服务营销；顾客需求

Abstract

In this paper, courier logistics enterprise's logistics services in-depth study and exploration, through investigation and research to explore the private courier services to provide third-party logistics companies in the problems and shortcomings, and propose appropriate marketing strategy through the service solutions for its enterprise core competitive enhanced ability to lay a solid foundation, with a strong practical operation and practical significance. For the characteristics of the subject, this paper uses theoretical research and empirical analysis combines quantitative analysis and qualitative analysis and a combination of methods, services, marketing related theories were expounded, and the empirical analysis, based on China's express delivery companies how to implement the Service Marketing made thinking.

First of all, the concept of express delivery and courier services, marketing, logistics companies has defined the. Analysis of the classification of courier, express delivery services industry characteristics, courier services, logistics companies and express purpose of marketing, logistics service process.

Secondly, China's private courier industry in the market analysis, described the survival of China's private courier industry in the status quo;

SWOT Analysis with the logistics of the private courier companies strengths, weaknesses, threats and opportunities. Private courier industry in China are discussed existing problems.

Finally, the proposed private express delivery companies in China through the implementation of differentiated services, marketing strategy, implementing innovative service marketing strategy to enhance the integrity of the building services strategy to enhance the customer delivered value strategy and to strengthen communication strategies to improve the quality of services of private courier companies to meet customer needs, promoting China's healthy and rapid development of private courier companies.

Key words express delivery industry; private courier logistics companies;

Services Marketing; differences in services marketing; customer needs