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Abstract EMS enjoys a high reputation as the only state-owned express company. It once dominated the express delivery market. However, after China’s entry to the WTO, the traditional advantage of EMS is declining gradually due to the gradual opening up of the express delivery market. Facing the fact that express business is shunt largely and market share is declining constantly, the annual average growth rate of EMS is just about 2 percent.26127
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How to keep a higher market share in the fierce competition has been an urgent problem. At this time, the analysis on 4P’s marketing strategy of EMS appears especially important. History and experience have proved that only when we take constant innovations and changes of marketing strategies can we make EMS return to the leading position in the express delivery industry.
The thesis mainly uses the tool of SWOT analysis and marketing mix theory. In this thesis, the author analyzes the current situation of the development of EMS comprehensively by collecting data. Then the 4P’s of EMS business are analyzed by the tool of SWOT analysis in order to explore the marketing strategy for EMS and win the express delivery market. Meanwhile, the author hopes that the results can be used for reference for making marketing mix strategies of EMS.
Key Words: EMS SWOT Analysis Marketing Strategy
摘要作为唯一的国有快递企业，EMS曾一度占据快递市场的主导地位。但由于我国加入WTO后，逐步开放的速递市场使中国邮政的传统优势正在逐渐缩小，快递业务被大量分流，市场份额不断缩小，年均增长率仅为2%左右。论文网
如何在激烈的竞争中，依然保持较高的市场份额是一个很紧迫的问题。这时，研究EMS的4P营销组合策略显得尤为重要。历史和经验证明只有通过不断的创新与和市场营销策略的变革，才能使EMS重回快递市场领头羊的位置。
本文主要依据SWOT分析法和营销组合理论.作者首先通过搜集资料全面地了解EMS发展的现状。通过运用SWOT分析法对EMS营销组合中的4P’s进行分析，力求为EMS探索市场营销策略，赢得市场。同时，希望本文研究的结果对EMS营销组合策略的制定有一定的借鉴意义。
关键词：邮政速递 SWOT分析 营销策略
Contents
Abstract I
摘要 II
Chapter One Introduction 1
1.1 General Statement of the Thesis 1
1.2 Research Objectives and Research Significance 2
1.3. Overall Structure of the Thesis 3
Chapter Two Literature Review 4
2.1 SWOT Analysis 4
2.2 Marketing Mix 4
Chapter Three Theoretical Frame 6
3.1 SWOT Analysis 6
3.2 Marketing Mix 7
Chapter Four The Current Situation of EMS 9
4.1 Competitors from Home and Abroad 9
4.2 Situation in the Three Sections of Express Delivery Market 10
Chapter Five SWOT Analysis on 4P’s of EMS 12
5.1 Internal Strengths 12
5.2 Internal Weaknesses 13
5.3 External Opportunities 14
5.4 External Threats 14
5.5 The Matrix of the above SWOT Analysis 15
Chapter Six Conclusion 18
References I
SWOT Analysis on the Marketing Strategy of EMS
Chapter One Introduction
1.1 General Statement of the Thesis
As an important part of producer services, logistics is significant to the development of national economy. In recent years, the rise and fast development of logistics services not only contribute to the development of logistics industry and logistics enterprises, but also cause many problems, which put forward new requirements to the major players in the logistics industry. As Chinese domestic state-owned express company, postal service EMS is huge in the among active space.