【作者】 余芳；

【导师】 王宝荣；

【作者基本信息】 广西大学 ， 企业管理， 2004， 硕士

【摘要】 随着电子商务在科技领先、经济发达国家中悄然兴起，短短几年时间已经对社会经济和人们生活产生了巨大的影响。世界各国邮政的发展都面临着新的机遇和挑战。邮政部门在提供邮政服务的过程中，建立了与信息传递、物品运送、资金流通等多个领域紧密相连的邮政业务流通体系，这一体系使邮政置身于电子商务的市场范畴中，为邮政发展开辟了更为广阔的市场空间。 中国邮政电子商务是一项崭新的课题。本文立足于对营销模式的研究，通过把中国邮政的行业特点，与企业营销模式的理论框架结合，论述了中国邮政在目前的基础上，如何组建完整的中国邮政电子商务营销模式平台。这一营销模式是按照“价值链分析——业务流程分析——营销策略分析”的过程来研究企业的营销问题。文章分别在第三、第四、第五章系统地阐述了中国邮政进军电子商务领域的价值链重构、业务流程重组和营销策略创新，分析了中国邮政为了更好地创造顾客价值，从企业的价值链的特点出发，研究自身开展电子商务的竞争优势；然后根据价值链重组的构思，分析、设计和调整企业的业务组合，拟定业务组合的流程和发展战略规划；最后根据市场的具体特点，分别从产品、价格、渠道和促销四个环节，设计了一系列的营销策略活动。更多还原

【Abstract】 As e-commerce rises quietly in the lead development of science and technology and economic developed country, in a short period of a few years, people’s life has already exerted an enormous influence to social economy. The Postal development of countries all over the world faces new opportunity and challenge. During the process of offering the mail service, The postal department has set up with the closely circulated business system, including information transmission, article transporting and fund circulates, etc. This system makes the postal service place itself in the midst of the market category of e-commerce, opening up wider market space for Postal development.E-commerce of China Post is a brand-new subject. This text bases on the study on marketing model, through combining the trade characteristic of China Post with the theory frame of enterprise’s Marketing Model, and points out China Post on the present basis, how to set up the intact e-commerce marketing model platform. This marketing model researches the marketing issues of enterprises according to the procedure of "Value Chain Analysis- Business Procedure Analysis -- Marketing Strategy Analysis ". In the separately third, fourth and fifth chapter, the article has systematically explained that China Post marches into the e-commerce field of Value Chain Reconstruction, Business Process Reengineering and Marketing Strategy Innovation. It analyzes that China Post proceeds from characteristic of the Value Chains of enterprises in order to create Customer’s Value better, and studies the Competition Advantage of launching e-commerce by oneself. Then according to the Value Chain Reconstruction, it analyzes, designs and adjusts the Business Process of enterprises, and drafts the developing strategically planning. Finally, according to the concrete characteristic of the market, this text has separately designed a series of marketing trick from the angle of Production, Price, Place and Promotion.更多还原