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| 联邦快递公司市场营销策略分析 摘要：营销是企业开展市场化经营的主要战略，也是对市场发展和当前市场形势的准确认识和评估。对于企业如何从企业对市场环境和市场变化的精确控制中把握市场需求与产品经营的匹配，企业一旦失去市场观察能力，企业建立的市场营销和市场导向型企业发展就会成为一个没有实际意义的空气风暴。随着经济社会的不断发展，市场形态和市场发展趋势也发生了巨大变化。传统经济学理论研究中提出的市场化理念和企业与市场的主观性关系也发生了微妙的变化。新世纪以来，网络技术的广泛应用促使人们认识到网络信息统计技术在传统商业模式中的革命。大量在线电子商务平台和社会平台的推出使消费者的定性和主观性概念变得越来越模糊，对于企业来说，模糊概念改变了最初的市场定位和市场思路，营销应依靠广大潜在用户进行响应性战略创新。 本论文主要以联邦快递为案例进行分析，从市场竞争和自身优缺点分析出发，提出了当前市场营销发展的对策。总结市场营销中价格、产品和销售渠道的制约因素，最后提出市场营销创新策略。 关键词：联邦快递；市场营销；竞争优势 Analysis of Marketing Strategy of FedEx Company Absrtact: marketing is the main strategy for enterprises to carry out market-oriented management, and it is also an accurate understanding and evaluation of market development and current market situation. For how to grasp the match between market demand and product management from the precise control of market environment and market change, once the enterprise loses the ability of market observation, The marketing and market-oriented enterprise development will become a meaningless air storm. With the continuous development of economy and society, the market form and market development trend have also undergone great changes. The concept of marketization put forward in the study of traditional economic theory and the subjective relationship between enterprises and markets have also undergone subtle changes. Since the new century, the wide application of network technology has made people realize the revolution of network information statistics technology in traditional business model. The introduction of a large number of online e-commerce platforms and social platforms makes the qualitative and subjective concepts of consumers more and more vague. For enterprises, fuzzy concepts change the initial market positioning and market thinking. Marketing should rely on the majority of potential users for responsive strategic innovation. This paper mainly takes FedEx as a case to analyze, from the market competition and its own advantages and disadvantages, put forward the current marketing development countermeasures. Summarize the restrictive factors of price, product and sales channel in marketing, and finally put forward the marketing innovation strategy. Keywords: FedEx; Marketing; Competitive advantage |
