申通快递市场营销问题与对策.docx

申通快递市场营销问题与对策 摘要 在中国进入 21 世纪之后，随着中国快递市场的迅猛发展，民营快递企业如雨后春笋般涌现，随着民营快递企业的迅速发展， 我国的民营企业快递网络基本上覆盖了全国地级市以上城市和发达地区市县级以上城市， 尤其是才江浙沪一带，基本上实现了派送无盲区。在这些民营快递企业中，申通快递无疑是其中的佼佼者，申通快递采用拓展网点的营销策略，即在实际市场营销中心采用加盟体制，使申通公司在发展初期迅速扩大， 这也是申通快递公司迅速成长的一个重要原因。申通快递公司的加盟体制的营销策略在企业迅速发展之后也暴露出了不少问题，本文将针对申通快递市场营销中的各种问题进行详细的分析和阐述并且对申通快递公司的市场营销问题提出相应的可行性对策。 关键词：申通快递；市场营销；问题；对策 第 1 页 Marketing problems and Countermeasures for STO Abstract： After China entered in twenty-first Century, with the rapid development of Chinese express market, private express enterprises such as bamboo shoots after a spring rain is like the emerge in large numbers, with the rapid development of private express enterprises, private enterprises in our country basically express network covers more than the national prefecture-level city city city city and developed regions at or above the county level, especially to the Jiangsu-Zhejiang-Shanghai area, basically realize delivery without blind zone. In these private express enterprises, STO is no doubt one of the best, the expansion of STO network marketing strategy, which is in the actual marketing center by joining system, make Shentong company to expand rapidly in the initial stage of development, which is the STO company quickly become one of the most important reasons for the long. STO company to join the system of marketing strategy in the enterprise after the rapid development has also exposed many problems, this paper will address the problem of STO in the marketing is analyzed in detail and the marketing of STO company put forward feasible countermeasures. Key Words :STO ； marketing management ； problem ； countermove 第 2 页 目 录 第 一 章 引 言 .............................................. 5 1.1 选题背 景及意义 ..................................... 5 1.2 文献 综述 ......................................... 5 1.3 课题研 究思路及内容 ................................. 7 1.4 研 究方法 .......................................... 8 第二章 分析我国快递市场中主要快递公司的市场营销策略 ..... 9 2.1 联邦快递（中国）公司的差 异化