摘 要
中国邮政储蓄自1986年开办以来，通过遍布全国的邮政网络为城乡居民提供储蓄存款和汇兑业务等金融服务。2005年末，邮政储蓄存款超过1.3万亿元，市场占有率达到9.56%，成为了存款规模居中国工商银行、中国银行、中国建设银行、中国农业银行之后的第五大金融机构。邮政储蓄拥有3.6万个网点，70%分布在广阔的农村地区。从1998年到2006年，中国邮政业务量年均增长11.6％，邮政业经营规模超过800亿元。
自从1998年邮政独立运营以来，所走过的路并不平坦。从核心产品的摇摆不定到产品价格的低迷混乱，从渠道网点的破败陈旧到传播组合的苍白无力，邮政市场营销问题重重，并已严重阻碍了邮政的进一步发展。当前，邮政面临着更为严峻的考验:国家财政补贴和建设资金补贴己全部到期，国外资本抢占国内邮政市场的步伐进一步加快，国家大幅度降低了对邮政企业两大支柱性业务储蓄和报刊的政策性保护，并已将邮政管理体制改革问题提上了议事日程。因此，在邮政即将又一次面临转折的关键时刻，对其市场营销系统进行全面的分析总结，找出制约企业发展的关键问题并有针对性地提出合理的解决方案已经刻不容缓。
本文通过研究邮政业务的市场现状，指出其存在的主要问题。并从实施策略的战略考虑和具体策略两个方面提出了解决方案：在战略考虑方面，本文提出了核心竞争力战略、营销组合战略，并分别就营销4PS的4个方面，即产品、渠道、促销和定价提出了具体的策略方案。本方案的实施能成功解决困扰邮政企业多年的体制落后、机制僵化问题，促进企业以生产为中心的经营体制向以市场营销为中心转变，增强其适应市场变化的能力;帮助邮政企业正确认识自身核心资源优势，确立适合邮政特点的市场定位，不断提高市场营销整体水平和效益。
关键词：市场营销策略；SWOT分析；STP营销；营销4PS；
Abstract
By the postal networks which extend all over the country, Chinese postal savings has been providing financial services, such as deposit and exchange, for people both in city and country since it was established in 1986. In the end of 2005, with a deposit exceeding 1300 billions Yuan and a market share of 9.56%, Chinese postal savings became the fifth largest financial institution in china in the scale of deposit, only inferior to the Industrial and Commercial Bank of China， the Bank of China, the China Construction Bank and the Agricultural Bank of China. It has more than 36, 000 branches, 70% of which are in rural areas. From 1998 to 2006, the Chinese postal service business volume yearly average grew 11.6%, th无忧论文 【http://www.uklunwen.com】e postal service industry management scale surpasses 80,000,000,000 Yuan.
The road for China post is not smooth at all after it was independently operated in 1998. From its swinging core product to slow-down and disordered product price, from its shabby outlets to impotent promotion, problems are found serious in its marketing system, which have become tremendous obstacles for the further development of post. Up to now, post is facing an even more severe test, that both the state financial subsidy and construction fund subsidy are out, foreign capital is entering inland post market faster than ever, the administrative protection to postal savings and N&P distribution, two pillar postal services，is greatly diminished, and the requirement of reform on post administrative system is being put on the agenda of government. Therefore, at the critical moment when post is facing another turning point, it is extremely urgent to find out the main problems stunting post enterprises by making an overall summary on its marketing system and give practical solutions to the problems.
This article through the research postal service market present situation, points out its existence the main question. And from the implementation strategy considered and the concrete strategy two aspects proposed the solution: In the strategic consideration aspect, this article proposed the core competitive power strategy, the marketing combination strategy. Through the study, disordered management an |
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