自贸区背景下厦门快递企业营销策略研究

Study on Marketing Strategies for Express Enterprises in Xiamen under the Background of Free Trade Zone

首先综述了厦门自贸区建设现状,随后在分析当前厦门快递企业营销现状及存在问题的基础上,从差异化营销、分销渠道、客户关系管理、服务质量、企业形象识别系统建设等方面提出营销策略,最后从完善基础设施、加强人才培养、提高信息技术应用等方面提出了确保营销策略有效实施的保障措施。

In this paper, we first introduced the situation of Free Trade Zone in Xiamen, then based on the analysis of the current marketing situation and existing problems of the express enterprises in Xiamen, proposed some marketing strategies in marketing differentiation, distribution channel, customer relation management, service quality, corporate identity system, etc. Thirdly we put forward some feasible measures to guarantee the execution of the strategies from the infrastructure Improvement, talent cultivation, and information technology application, etc.