张三-民营快递企业物流服务营销策略研究——以顺丰速运为例.docVIP

2012届毕业生 毕业论文 题 目: 民营快递企业物流服务营销策略研究 ——以顺丰速运为例 院系名称： 管理学院 专业班级：物流管理1001班 学生姓名： ××× 学 号： 201000000000 指导教师： 王 焰 教师职称： 副教授 2000 年 0 月 00 日 摘 要 近几年来民营快递企业的高速发展，已经成为支撑我国快递行业发展的一支生力军，对推动我国快递行业的发展具有重要的地位和作用。但是我国民营快递企业崛起和发展的时间还不长，没有一定的管理经验积累，不仅面临着各种竞争压力，自身的发展还存在着问题。因此，建成一批有竞争力、专业化的快递企业，提高物流服务营销水平，提供高水平的物流服务，是民营快递企业发展亟待解决的问题。 针对此问题，本文试图围绕民营快递企业物流服务营销策略这一课题，在对民营快递企业发展现状以及物流服务营销各种理论认识的基础上，运用7P营销组合理论，着重以顺丰速运为例探讨了民营快递企业如何提高自身物流服务营销水平问题，希望找出适合民营快递企业发展的服务营销策略，达到帮助民营快递企业提高竞争力和市场占有率、提升企业品牌形象的目的。 通过本文的研究，得到以下主要结论：民营快递企业在物流服务营销过程中，普遍存在低价恶性竞争、高端市场占有率低、产品差异化不明显等问题，民营快递企业可从价格、人员、渠道、产品、促销、有形展示、过程等七个方面制定营销策略，提高服务营销水平。 关键词：民营快递企业 物流服务 营销策略 Title Research on Logistics Service Marketing Strategy of Private Express Companies 棗p A Case Study of SF Express Abstract Private express delivery companies in recent years develop fast and become a vital force of Chinese express delivery industry, and play an important role in promoting the development of express delivery industry. But its development time is not long, so there is no management experience accumulation. In addition, not only facing the pressure of competition, its own development, there are still problems. Therefore, the completion of a number of competitive, professional companies to improve the level of logistics services, providing a high level of logistics services is the urgent problem. For this problem, this study arounding the Logistics services marketing strategy of private courier companies, use 7P marketing mix theory, on the basis of the development as well as a variety of theoretical understanding of the logistics services marketing of private express delivery companies. Taking SF for example, the study explores how the private express companies to improve their logistics service level of marketing, and wants to find out the way to help the private courier companies to improve their competitiveness and market share, enhancing corporate brand i