申通快递渠道策略浅析

申通快递渠道策略浅析 Document serial number【UU89WT-UU98YT-UU8CB-UUUT-UUT108】

浅析申通快递渠道建设策略

作者姓名 XXX

专业市场营销

指导教师姓名 XXX

专业技术职务讲师

目录

摘要

自1979年以来，快递业历经三十多年的发展，成为了一个颇具规模的服务型行业。随着我国经济的飞速发展和世界经济的一体化，我国民营快递企业的发展取得了长足进步，对促进我国经济发展起到了重要的作用，发展模式逐步完善并表现出巨大的发展潜力。人们对快递服务旺盛的需求以及网络购物的兴起，催生快递行业的繁荣，但是作为近几年迅速发展的一个行业，在渠道建设方面还存在不足。

本论文针对申通快递的渠道策略进行分析，根据目前行业的现状，国内外对渠道建设的研究成果，对申通快递的渠道模式进行了调整与改进，设计了一个最佳渠道模型。目的是使申通快递在日益激烈的行业竞争中能认识自身的劣势与环境的威胁，充分利用优势与机会，形成自己独特的经营模式，为顾客提供优质服务，巩固行业地位，实现社会、顾客及企业的可持续发展。

关键词：民营快递申通快递渠道

ABSTRACT

Since the introduction of express industry in China in 1979 after thirty years of development it has developed into full-scale service-oriented industries. With the rapid development of China's economy and world economic integration that the development of private express delivery companies in China has made considerable progress, and also played an important role in promoting the china’s economic. At the same time, the mode of development gradually improve and show a great potential for development. The strong demand of people for express delivery services and the rise of online shopping that gave birth to the prosperity of the express industry. However, the rapid development in recent years as an industry, it still exist deficiencies in the channel construction.

This paper is analysis the channel strategy of STO which is one of the private enterprises in our country. Research on the domestic and international of channel construction that has been

adjusted and improved STO’s channel model also designed a best channel to it. Purpose is to enable STO in the increasingly

fierce competition in the industry can be clear understanding their own weaknesses and threats from the environment, leveraging strengths and opportunities, to form their unique business model, offer the best service to customer, consolidate the industry position and expanding influence that in order to achieve social, sustainable development and enterprise customers.

Key words: Private express delivery；STO channel；Channel strategy

第一章绪论

研究背景及意义

物流是一个控制原材料、制成品、产成品和信息的系统，从供应开始经各种中间环节的转让及拥有，到达最终消费者手中的实物运动，以此实现组织的明确目标。快递是物流的一部分，属于第三方物流。国内对速递服务的定义[1]：快递或速递(Express Service/Air Courier),是指物流企业(含货运代理)通过自身的独立网络，或以联营合作的方式，相互利用各自的网络，将用户委托的文件或包裹，快捷而安全的从发件人送达收件人的门对门(手递手)的新型运输方式。

要了解快递行业渠道的含义首先我们要知道什么是营销渠道，对于营销渠道的定义国内外学者分别给出了不同的见解：

菲利普科特勒的最新着作提出：营销渠道是促使产品或服务顺利地被使用或消费的一整套相互依存的组织，营销渠道也称贸易渠道或分销渠道。[2]

肯迪夫和斯蒂尔给分销渠道所下的定义是：分销渠道是指“当产品从生产者向最后消费者或产业用户移动时，直接或间接转移所有权所经过的途径”。[3]

国内学者对分销渠道的研究主要以卜妙金为代表认为：分销渠道是促使产品（服务）顺利的经由市场交换过程转移给消费者（用户）使用或消费的一整套相互依存的组织。[4]