顺丰速递——定位、优势、特点

1、The Business model of shunfengCatalogue Product positioning（定位）（定位） How to expand the target group Unique advantages Business model（商业模式）（商业模式） Competitors Product positioning（定位）（定位） Choose a small Courier as motion property orientation, the fast, accurate, safety, economic, convenient, high-qualit

2、y service as the interests of anchor point, and do well in fast, far more than other rivals, in accurate and security is very good, above the level of the industry. In convenience, economy and high quality services is not lower than the industry average. 顺丰选者了小件快递作为属性定位，把顺丰选者了小件快递作为属性定位，把“快速、准确、安全、经

3、济、便利、优质服务快速、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。How to expand the target group Choose high value niche motion or according to the modern popular is a niche market as the targ

4、et market, become the industry rules of the game makers. Target customer lock in the month knot, motion object mainly is: enterprise; White-collar or the jinling; Fedex customers abroad. Motion carried out detailed research and analysis. Enterprise customer benefits: convenient, safe, fast, nationwi

5、de network, economic cost, high-quality service. White-collar or the jinling: convenient, safe, accurate, high quality services; Foreign customers: accurate, safety, economy and convenience. Eventually the accurate motion anchor point for rapid, accurate, safe, economic, convenient, high-quality ser

6、vice. All along abundant marketing strategy, operations, resources the whole ? 如何扩大目标群如何扩大目标群 顺丰选择高价值的顺丰选择高价值的“小众市场小众市场”或者按照现代流行的说法或者按照现代流行的说法是是“利基市场利基市场”作为目标市场，最终成为整个行业的游戏作为目标市场，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

7、。企业客户利益点：便利，安全，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。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，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

8、发挥了竞争优势，更打造了持续的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。竞争力。 Unique advantages(1) the speed advantage：Self-built network, two levels of transfer, drive planes 速速度优势：自建网点、两级中转度优势：自建网点、两级中转, ,自驾飞机运送自驾飞机运送(2) security advantages：Safety equipment, a strong sense of responsibility of employees, etc安全优势：安全设备，责任心强的员工等

9、安全优势：安全设备，责任心强的员工等(3) flexible advantage ：Door to door service, hand opponents handover. 灵活优势：门到门服务，手对手交接灵活优势：门到门服务，手对手交接 Business model（商业模式） (1) Product strategy (Product) : According to customer segmentation design product price system, do not do with four overlapping of high-end international ex

10、press, locking the end customer, stick to do delivery, only do small, do not do heavy goods with higher prices at the same time to control the development speed. Motion has its own special cargo shipment. This transport express from the power of the distribution on the mobility of the timeliness, ri

11、ch considerable initiative.(1) (1) 产品策略（产品策略（ProductProduct）：）：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。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。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) th

12、e channel strategy (Place) :Motion has its own huge service network, has a unified service standard, service quality is stable and high safety performance advantages, can protect the interests of customers to the greatest extent.Self-built network, two levels of transfer. Provide 24-hour uninterrupt

13、ed kind and real-time service. From customers booking order to shun the harvest to send door to door charge express, 1 hours to complete; Express arrived along abundant outlets to collect from door to door delivery for the customer, 2 hours to complete, realize express today closed tomorrow to try t

14、o shorten customer trade cycle, reduce operating costs, improve the market competitiveness of customers. (2) 渠道策略（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

15、收取快件的领先服务。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，客户派送，2小时内完成，实现快件小时内完成，实现快件“今天收明天到今天收明天到” 尽尽量缩短客户的贸易周期，降低经营成本，提高客户的市场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。竞争力。 (3) the Price strategy (Price) : Motion of the home delivery company versus the price is relatively high, its target

16、 customers all for price sensitivity is not high, but requires the accurate motion eventually anchor point for the rapid, accurate, safe, economic, convenient, high-quality service. 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，感度不高，但要求最终顺丰准确定位点为快

17、速、准确、安全、经济、便利，优质服务。优质服务。(4) the Promotion strategy (Promotion) A. the traditional marketing strategyB. the network marketing strategy A A传统营销策略传统营销策略 B B网络营销策略网络营销策略 Between the international express delivery giant with domestic express delivery company, suitable abundant speed luck success took a middle path, occupied the blank market, its success lies in the advanced experience of the international express delivery giant in t