【正文】 編號(hào) 淮安信息職業(yè)技術(shù)學(xué)院 畢業(yè)論文 題 目 天天快遞網(wǎng)絡(luò)營(yíng)銷現(xiàn)狀與發(fā)展策略分析 學(xué)生姓名 學(xué) 號(hào) 院 系 商學(xué)院 專 業(yè) 電子商務(wù) 班 級(jí) 指導(dǎo)教師 顧問(wèn)教師 二 〇一五 年六月摘 要 I 摘 要 在經(jīng)濟(jì)全球化發(fā)展的今天，中國(guó)快遞業(yè)經(jīng)過(guò) 30多年發(fā)展，已經(jīng)形成了一個(gè)規(guī)模龐大的產(chǎn)業(yè)。截至 2021年底，中國(guó)快遞業(yè)連續(xù) 46個(gè)月同比增速超過(guò) 50%； 2021年前兩個(gè)月，行業(yè)增速達(dá)到 %?？爝f業(yè)快速發(fā)展的背后，電商功不可沒(méi)。國(guó)家郵政局?jǐn)?shù)據(jù)顯示，目前快遞業(yè)大約六成業(yè)務(wù)來(lái)自電商。在主要民營(yíng)快遞公司的業(yè)務(wù)中，電商訂單占比甚至超過(guò)八成。但是，在快遞業(yè)借力電商快速做大之后，對(duì)電商的過(guò)度依賴也成為一柄“雙刃劍”。價(jià)格混戰(zhàn)導(dǎo)致利潤(rùn)稀薄、服務(wù)質(zhì)量良莠不齊；對(duì) 電子商務(wù) 的過(guò)度依賴導(dǎo)致議價(jià)權(quán)不斷降 低；低端服務(wù)過(guò)剩、中高端服務(wù)不足等等 —— 這些揮之不去的問(wèn)題預(yù)示著，快遞業(yè)面臨“時(shí)不我待”的轉(zhuǎn)型壓力。 在此背景下，本文對(duì)于天天快遞的網(wǎng)絡(luò)現(xiàn)狀進(jìn)行了分析和研究。將快遞企業(yè)與網(wǎng)絡(luò)營(yíng)銷模式做出了行業(yè)內(nèi)的縱向?qū)Ρ?，深?研究 國(guó)內(nèi)快遞網(wǎng)絡(luò)營(yíng)銷現(xiàn)狀。全方位，多層次，系統(tǒng)化的看待這一新興的商業(yè)模式。每一項(xiàng)新事物取代舊事物不是完全否認(rèn)的顛覆，不能一蹴而就，只有吸取并納，不斷地借鑒，才能使自身更加完善?？爝f網(wǎng)絡(luò)營(yíng)銷的發(fā)展必定要遵照這個(gè)過(guò)程。信息化飛速發(fā)展的時(shí)代，如何不斷滿足消費(fèi)者的需求，提高自身的品牌實(shí)力還有很多問(wèn)題需要去解決， 還有很多細(xì)節(jié)等待去完善。但伴隨著大家對(duì)這一領(lǐng)域的不斷探究，這些成果將有限促進(jìn)快遞行業(yè)網(wǎng)絡(luò)營(yíng)銷能力的發(fā)展。 關(guān)鍵詞 ： 網(wǎng)絡(luò)營(yíng)銷 天天快遞 企業(yè)網(wǎng)絡(luò)營(yíng)銷現(xiàn)狀 信息化 Abstract II Abstract In the development of economic globalization today, China39。s express delivery industry after 30 years of development, has formed a huge industry. As of the end of 46, China39。s express industry for 2021 consecutive months of year on year growth of over 50%。 the first two months of 2021, the industry growth rate reached %. Behind the rapid development of the courier industry, electricity suppliers can not. State Post Bureau data show that the current courier industry about six into business from the electricity work marketing development must ply with this process. The era of rapid development of information technology, how to meet the needs of consumers, improve their own brand strength and many problems need to be resolved, there are many details waiting to improve. But with the continuous exploration of this area, the results will be limited to promote the development of the express industry39。s. 目 錄 III 目 錄 摘 要 ..............................................................................................................................I ABSTRACT .................................................................................................................. II 第一章 緒論 ................................................................................................................... 1 選題背景 ............................................................................................................... 1 選題意義 ............................................................................................................... 1 第二章快遞行業(yè)營(yíng)銷現(xiàn)狀 ............................................................................................. 3 網(wǎng)絡(luò)營(yíng)銷的基本定義 ........................................................................................... 3 網(wǎng)絡(luò)營(yíng)銷對(duì)快遞企業(yè)的重要意義 ....................................................................... 3 快遞行業(yè)網(wǎng)絡(luò)營(yíng)銷的運(yùn)用現(xiàn)狀 ........................................................................... 4 國(guó)內(nèi)快遞業(yè)網(wǎng)絡(luò)營(yíng)銷競(jìng)爭(zhēng)現(xiàn)狀 ..................................................................... 4 國(guó)內(nèi)快遞業(yè)網(wǎng)絡(luò)營(yíng)銷現(xiàn)狀 ............................................................................. 4 第三章天天快遞網(wǎng)絡(luò)營(yíng)銷現(xiàn)狀 ..................................................................................... 7 天天公司現(xiàn)狀 ....................................................................................................... 7 天天 SWOT 分析 .................................................................................................. 7 優(yōu)勢(shì)分析 ......................................................................................................... 7 劣勢(shì)分析 ......................................................................................................... 8 機(jī)會(huì)分析 ......................................................................................................... 8 威脅分析 ......................................................................................................... 8 天天快遞網(wǎng)絡(luò)營(yíng)銷 4C 分析 ................................................................................. 9 顧客 ................................................................................................................. 9 成本 ................................................................................................................. 9 方便 ................................................................................................................. 9 溝通 ................................................................................................................. 9 第四章 天天 網(wǎng)絡(luò)營(yíng)銷對(duì)策 ......................................................................................... 11 天天當(dāng)下可操作方法 ......................................................................................... 11 關(guān)鍵詞營(yíng)銷 ................................................................................................... 11 郵件營(yíng)銷 ....................................................................................................... 11 軟文推廣 ....................................................................................................... 11 站外鏈接 ....................................................................................................... 11 建立企業(yè)營(yíng)銷的 群 ............................................................................... 12 著名論壇發(fā)帖 ............................................................................................... 12 網(wǎng)絡(luò)營(yíng)銷后期注意點(diǎn) ......................................................................................... 12 第五章 結(jié)論與展望 ................................................................................................... 13 致 謝 ........................................................................................................................... 14 參考文獻(xiàn) ....................................................................................................................... 15 第一章 緒論 1 第一章 緒論 隨著現(xiàn)代科技和信息產(chǎn)業(yè)的發(fā)展，電子商務(wù)正在蓬勃興起。電子商務(wù)的發(fā)展帶來(lái)快遞業(yè)的急速發(fā)展，快遞與電子商務(wù)是網(wǎng)絡(luò)信息時(shí)代中兩個(gè)發(fā)展密切相關(guān)，業(yè)務(wù)互為