摘要:21世纪面对经济全球化带来的信息高速发展，物流行业不断发展壮大，其中快递企业如雨后春笋般成长，竞争也愈演愈烈。快递企业想要生存，营销就是其必经之路，但是现在的快递企业普遍是采取传统营销或者是低效率营销。如何改善快递企业的营销策略，发挥营销在快递企业中的作用为企业带来新的发展方式以及开拓新的发展领域是我国快递企业面临的刻不容缓的问题。本文通过分析现有快递企业的营销策略，扬长避短、借鉴外国企业以及我国企业优秀的营销策略为我国快递企业的营销发展谋划。
关键字： 快递企业 竞争激烈 营销策略 营销发展 借鉴
Abstract:The 21st century the information high speed development which brings facing the economical globalization，the physical distribution industry grows strong unceasingly, in which express enterprise like mushroom growth, the competition is also increasingly fierce. The express enterprise wants the survival, the marketing is its road which must be taken, but the present express enterprise is generally adopts the traditional marketing or is the low efficiency marketing.
How improves the express enterprise the marketing strategy, the display marketing brings the recent development way in the express enterprise's function for the enterprise as well as develops the recent development domain is the urgent question which Our country Express Enterprise faces.
This article through the analysis existing express enterprise's marketing strategy, enhances strong points and avoid weaknesses, profits from the foreign enterprise as well as Our country Enterprise outstanding marketing strategy plans for Our country Express Enterprise's marketing development.
Key words： Express enterprise ; Competitive; Marketing strategy ;Marketing development; Model
我国快递企业市场营销成功与否，意义重大。从市场营销对企业的重要性的角度来讲，企业接受“消费者至上”的现代营销观念，通过现代化的手段和方式，尽可能提供全方位的快递服务。从市场竞争的角度来讲，我国巨大的快递市场吸引了国际知名快递企业纷纷在我国抢滩，我国本土快递业的发展问题已成为我国经济界的一个热门问题。总之，我国快递企业应加强对市场营销这一方面的控制与管理，树立快递企业品牌，运用各种适应企业发展的营销策略积极开拓快递市场，创新营销使我国快递企业的营销独树一帜，占据我国快递市场一席之地。
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