学习课件顺丰速递――定位、优势、特点.ppt

必威体育精装版. 必威体育精装版. The Business model of shunfeng 必威体育精装版. * Catalogue Product positioning（定位） How to expand the target group Unique advantages Business model（商业模式） Competitors 必威体育精装版. * Product positioning（定位） Choose a small Courier as motion property orientation, the fast, accurate, safety, economic, convenient, high-quality 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“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。 必威体育精装版. * How to expand the target group Choose high value niche motion or according to the modern popular is a niche market as the target 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. 必威体育精装版. * Enterprise customer benefits: convenient, safe, fast, nationwide 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 service. All along abundant marketing strategy, operations, resources the whole ? 必威体育精装版. * 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。 必威体育精装版. * Unique advantages (1) the speed advantage：Self-built network, two levels of transfer, drive planes 速度优势：自建网点、两级中转,自驾飞机运送 (2) security advan