基于顾客价值视角的厦门邮政速递战略分析

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1、AbstractXiamenEMS(theabbreviationforexpressmailservice)，whichhasbeenthefirstoftheexpresscompanies，occupiessomeadvantagesastheresourceallocationandthenetworklayout．However,afterthepostalmonopolywasbroken，thedomesticexpressindustryhasdevelopedrapidly．Now,SFEXPRESShas

2、occupiedmostofthehigh—endmarketshares，whichofferstheinnovativeserviceswiththestabletime，whiletheotherprivatecompanieshaveownedthelowendoftheexpressmarketwithlowprices．Takingintoaccount，whathavebeenarguedSOfar,wecansafelycometotheconclusionthatEMSfacessuchthedilemma

3、aSthe”pincerattack”TodaNtherearethreedifferentparadigmswhichthecurrenttheoriesofthecompetitiveadvantagescanbedividedinto，suchasthecustomerperspective，theperspectiveofcompetitorsandtheenterpriseresourceperspective．Thecustomerperspectiveandtheviewofcompetitorsalwaysf

4、ocusontheoutwardvision，andallemphasizetheresearchoftheexpresscompetition；whiletheenterpriseresourceperspectiveemphasizestheeyesinward，whichemphasizesthemining，developmentandcultivationoftheresourcesandcapabilitiesoftheenterprises．However,thecurrentstudiesaremostlyb

5、asedontheperspectivesofthecompetitorsortheenterpriseresource，andlessonthecustomerview．Therefore，Iattempttobreakthroughfromthecustomerperspective，andexplorethedeficienciesofXiamenEMS，andreengineeritscustomervalue，relyingonthetheoreticalframeworkofcustomermatrixInthe

6、next,IcombinethestudywiththecustomermatrixtheorytoimprovetheperceivedusevalueofXiamenEMSandreduceitsperceivedprice．Firstofall，westudytheelementsoftheperceivedvalue，andmakeamarketinvestigationtocomparetheusevaluebetweenXiamenEMSandSFEXPRESS．Asamatteroffact，therearet

7、womainfactorstoshowthedifferenceinthecustomervaluebetweenXiamenEMSandSFEXPRESS．Oneisthespeedtodelivertheexpressmails，IIwhichXiamenEMSstandsunsuccessfully,butSFEXPRESShastheabsoluteadvantagesthatitsdeliveryisonedayfasterthantheformer．Theotheristhestabilityoftheexpre

8、ssservice，whichSFEXPRESSwinsagain．Inaddition，theperceivedpricesoftwoexpresscompanieshaveindicatedthatXiamenEMSismorefavorablethanSFEXPRESS．Finall