摘要:近年来，民营快递在我国国民经济中发挥着越来越大的作用，现今，竞争困境成为制约民营快递快速发展的瓶颈因素，对我国民营快递物流业带来了潜在的威胁，使得我国民营快递物流业亏损扩大。在这样的背景下，民营快递物流公司如何面对新时期的机遇和挑战，适时调整业务模式，扭转亏损局面，尽快形成民营快递物流核心竞争力是一个重要的研究课题。

　　　本文以顺丰快递集团为研究对象，在对顾客感知价值及核心竞争力等相关文献进行理论研究基础之上，运用调查研究、比较分析等研究方法对顺丰快递集团的基于顾客感知价值的营销策略及存在问题进行研究，认为主要问题如下：顾客感知形象不佳；顾客服务质量低下；品牌忠诚度不足。最后根据问题进一步提出了顺丰快递基于顾客感知价值理论的营销策略的改进建议：提高顾客感知形象，塑造品牌形象；保证服务品质，提升顾客满意度；以顾客感知价值为指导，提高企业的核心竞争力；提升服务质量，进入电子商务行业。希望此次的研究可以帮助顺丰快递更好地完善基于顾客感知价值的营销策略。从而将顺丰快递在民营快递行业的发展推向新的高度。

关键词  民营快递；五种竞争力模型；顾客感知价值理论；营销策略

Abstract:In recent years, private enterprises are playing an important role in China. Nowadays, more and more private express failed, for competition dilemma becomes the bottleneck factors restricting the rapid development of private express, during the global financial crisis, which poses a potential threat to the private express logistics industry in our country. In this paper discuss that how the express timely adjust business model, how the logistics companies face the new era of opportunities and challenges, how to reverse the loss-making situation, and also talk about how to form the core competitiveness of private express logistics.

　　　This paper select SF express group as an example, analyzing its marketing strategy based on customer perceived value for express industry, using the methods such as survey research, comparative analysis and so on. The main problems are following: customer perceived image is poor; customer service quality low, and neglect of brand loyalty. Finally put forward to the application and development of the theory of customer perceived value of the marketing strategy in the Chinese express industry. The suggestions are the following: improve customer perceived image, build brand image; ensure service quality, enhance customer satisfaction; customer perceived value, improve the core competence of enterprises; and the quality of service, enter the electronic commerce industry. This research can help SF express improve the marketing strategies based on customer perceived value and develop well.

Keywords  private express delivery  the five competition models  the theory of customer perceived value  marketing theory