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浜笢涓汉蹇€掍笟鍔″競鍦鸿惀閿€绛栫暐鎺㈣
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銆€銆€鍏抽敭璇嶏細钀ラ攢鎴樼暐锛涘畾浣嶏紱浜笢鐗╂祦锛涘揩閫掞紱妗堜緥鐮旂┒銆?br /> 銆€銆€
銆€銆€Abstract
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銆€銆€In recent years, with the development of e-commerce industry, China's express industry ushered in a period of rapid growth. Many express enterprises developed rapidly. The total domestic express business ranked first in the world for many years. With the continuous expansion of the volume of express industry, the competitive environment of domestic express market has become very fierce. In the customer-oriented market environment, if an enterprise wants to defeat its competitors, it must break away from homogenization of its products and form a unique competitive advantage. In this paper, case study method is used to study the marketing problems during the trial operation of JD Express. Through in-depth discussion and analysis, and according to the relevant marketing theories, a series of feasible marketing schemes are provided for the operation and development of JD Express.
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銆€銆€This paper is divided into the following four parts: The first part is the introduction,which mainly puts forward the background and significance of the case study, and introduces the research method, structure and technical route. The second part is the case text, which introduces the situation of JD Logistics and the marketing status of personal express business in detail, and analyses the domestic express industry and competition. At the same time,through the marketing seminar, it puts forward the marketing problems encountered during the trial operation of JD Express. The third part is a case study. It introduces the relevant theories of marketing, and then, based on the theory, it analyses the causes of marketing problems during the trial operation. The fourth part is the suggestions and countermeasures.According to the analysis of the previous part, the feasible thinking and scheme of establishing a differentiated market image for JD Express are put forward.
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銆€銆€Finally, through the analysis of domestic express customer demand and competitive environment, combined with marketing theory, this paper deeply studies the market positioning direction of JD Express, and puts forward the marketing strategy combination of JD Express: implementing service-oriented product strategy, developing differentiated pricing strategy, constructing convenient service channel and implementing flexible promotion strategy.
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銆€銆€Key Words锛歁arketing strategy; Positioning; JD Logistics; Express; Case study銆?br /> 銆€銆€
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銆€銆€2.1 浜笢鐗╂祦鍏徃绠€浠?br /> 銆€銆€2.1.1 浜笢鑷缓鐗╂祦鐨勭敱鏉?br /> 銆€銆€2.1.2 閫愭鎼缓鐗╂祦缃戠粶
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銆€銆€2.2 鍥藉唴蹇€掕涓氬強绔炰簤鎯呭喌
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銆€銆€3 妗堜緥鍒嗘瀽
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銆€銆€3.1 鐞嗚渚濇嵁
銆€銆€3.1.1 鐩爣甯傚満钀ラ攢鎴樼暐
銆€銆€3.1.2 4Ps 钀ラ攢绛栫暐缁勫悎
銆€銆€3.2 闂鍘熷洜
銆€銆€3.2.1 蹇€掑競鍦虹粏鍒嗕笉瓒?br /> 銆€銆€3.2.2 鐩爣蹇€掑競鍦洪€夋嫨涓嶅悎鐞?br /> 銆€銆€3.2.3 甯傚満瀹氫綅鏂瑰悜涓嶆竻鏅?br /> 銆€銆€3.2.4 钀ラ攢绛栫暐缂轰箯甯傚満瀹氫綅鎸囧
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銆€銆€4 寤鸿涓庡绛?br /> 銆€銆€
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銆€銆€4.3.2 甯傚満瀹氫綅鎺掓瘮鍥?br /> 銆€銆€4.3.3 甯傚満瀹氫綅閽荤煶妯″瀷
銆€銆€4.4 浜笢蹇€掑競鍦鸿惀閿€绛栫暐
銆€銆€4.4.1 瀹炴柦鏈嶅姟鍨嬩骇鍝佺瓥鐣?br /> 銆€銆€4.4.2 寤虹珛宸紓鍖栧畾浠风瓥鐣?br /> 銆€銆€4.4.3 鏋勫缓渚垮埄鎬ф湇鍔℃笭閬?br /> 銆€銆€4.4.4 鎵ц鐏垫椿鍨嬩績閿€绛栫暐
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纭曞崥鍘熷垱璁烘枃缃? 娆㈣繋鎮ㄧ殑鍜ㄨ锛佹垜浠皢涓烘偍鎻愪緵鏈€浼樿川銆侀珮鏁堢殑鏈嶅姟锛?br /> 涓撲笟鏈嶅姟锛屼紭璐ㄥ洟闃燂紝璇氫俊楂樻晥锛屽€煎緱淇¤禆锛?br /> 婀業CP澶?9012525鍙?/a>

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