顺丰速递——定位、优势、特点.ppt

TheBusinessmodelofshunfeng,Catalogue,Productpositioning（定位）HowtoexpandthetargetgroupUniqueadvantagesBusinessmodel（商业模式）Competitors,Productpositioning（定位）,ChooseasmallCourierasmotionpropertyorientation,thefast,accurate,safety,economic,convenient,high-qualityserviceastheinterestsofanchorpoint,anddowellinfast,farmorethanotherrivals,inaccurateandsecurityisverygood,abovetheleveloftheindustry.Inconvenience,economyandhighqualityservicesisnotlowerthantheindustryaverage.顺丰选者了小件快递作为属性定位，把“快速、准确、安全、经济、便利、优质服务”作为利益定位点，并在快速方面做到出色，远远超出其他竞争对手，在准确和安全方面非常优秀，高于行业水平；在便利，经济和优质服务方面不低于行业平均水平。,Howtoexpandthetargetgroup,Choosehighvaluenichemotionoraccordingtothemodernpopularisanichemarketasthetargetmarket,becometheindustryrulesofthegamemakers.Targetcustomerlockinthemonthknot,motionobjectmainlyis:enterprise;White-collarorthejinling;Fedexcustomersabroad.Motioncarriedoutdetailedresearchandanalysis.,Enterprisecustomerbenefits:convenient,safe,fast,nationwidenetwork,economiccost,high-qualityservice.White-collarorthejinling:convenient,safe,accurate,highqualityservices;Foreigncustomers:accurate,safety,economyandconvenience.Eventuallytheaccuratemotionanchorpointforrapid,accurate,safe,economic,convenient,high-qualityservice.Allalongabundantmarketingstrategy,operations,resourcesthewhole?,如何扩大目标群顺丰选择高价值的“小众市场”或者按照现代流行的说法是“利基市场”作为目标市场，最终成为整个行业的游戏规则制定者。顺丰的目标客户锁定在月结客户，对象主要是：企业；白领或者是金领；国外快递客户。顺丰对此进行了细致的调研与分析。企业客户利益点：便利，安全，快速，全国性网络，经济成本，优质服务。白领或者是金领：便利，安全，准确，优质服务；国外客户：准确、安全、经济，便利。最终顺丰准确定位点为快速、准确、安全、经济、便利，优质服务。顺丰所有的市场营销策略，运营，资源整合，产品和服务都是围绕定位点展开。在这个目标市场了顺丰不仅发挥了竞争优势，更打造了持续的竞争力。,2019/12/13,7,可编辑,Uniqueadvantages,(1)thespeedadvantage：Self-builtnetwork,twolevelsoftransfer,driveplanes速度优势：自建网点、两级中转,自驾飞机运送(2)securityadvantages：Safetyequipment,astrongsenseofresponsibilityofemployees,etc安全优势：安全设备，责任心强的员工等(3)flexibleadvantage：Doortodoorservice,handopponentshandover.灵活优势：门到门服务，手对手交接,Businessmodel（商业模式）,(1)Productstrategy(Product):Accordingtocustomersegmentationdesignproductpricesystem,donotdowithfouroverlappingofhigh-endinternationalexpress,lockingtheendcustomer,sticktododelivery,onlydosmall,donotdoheavygoodswithhigherpricesatthesametimetocontrolthedevelopmentspeed.Motionhasitsownspecialcargoshipment.Thistransportexpressfromthepowerofthedistributiononthemobilityofthetimeliness,richconsiderableinitiative.(1)产品策略（Product）：按照客户细分设计产品价格体系，不做与四大国际快递重叠的高端，锁定中端客户，坚持只做快递，只做小件，不做重货同时用提高价格来控制发展速度。顺丰有着自己的专运货机。这无论从配货的机动性上还是从输送快件的时效性上来看，富有相当的主动性。,(2)thechannelstrategy(Place):Motionhasitsownhugeservicenetwork,hasaunifiedservicestandard,servicequalityisstableandhighsafetyperformanceadvantages,canprotecttheinterestsofcustomerstothegreatestextent.Self-builtnetwork,twolevelsoftransfer.Provide24-houruninterruptedkindandreal-timeservice.Fromcustomersbookingordertoshuntheharvesttosenddoortodoorchargeexpress,1hourstocomplete;Expressarrivedalongabundantoutletstocollectfromdoortodoordeliveryforthecustomer,2hourstocomplete,realizeexpresstodayclosedtomorrowtotrytoshortencustomertradecycle,reduceoperatingcosts,improvethemarketcompetitivenessofcustomers.,(2)渠道策略（Place）：顺丰自有庞大的服务网络，具有服务标准统一、服务质量稳定、安全性能高等显著优点，能最大程度地保障客户利益。自建网点、两级中转。全天候不间断提供亲切和即时的领先服务。从客户预约下单到顺丰收派员上门收取快件，1小时内完成；快件到达顺丰营业网点至收派员上门为客户派送，2小时内完成，实现快件“今天收明天到”尽量缩短客户的贸易周期，降低经营成本，提高客户的市场竞争力。,(3)thePricestrategy(Price):Motionofthehomedeliverycompanyversusthepriceisrelativelyhigh,itstargetcustomersallforpricesensitivityisnothigh,butrequirestheaccuratemotioneventuallyanchorpointfortherapid,accurate,safe,economic,convenient,high-qualityservice.顺丰的价格与其他家快递公司相比相对较高，它的目标客户全体对于价格敏感度不高，但要求最终顺丰准确定位点为快速、准确、安全、经济、便利，优质服务。(4)thePromotionstrategy(Promotion)A.thetraditionalmarketingstrategyB.thenetworkmarketingstrategyA传统营销策略B网络营销策略,Betweentheinternationalexpressdeliverygiantwithdomesticexpressdeliverycompany,suitableabundantspeedlucksuccesstookamiddlepath,occupiedtheblankmarket,itssuccessliesintheadvancedexperienceoftheinternationalexpressde