在我国快递业激烈竞争的行业格局下，基于顺丰速运的SWOT分析显示，差异化竞争战略是顺丰速运必然选择。顺丰速运应通过市场细分与定位策略和营销组合策略实施差异化战略。在市场细分与定位策略上，顺丰速运应立足于国内市场，以速度需求型客户作为目标客户群体，选择文件和小件业务作为目标市场，坚持中高端市场定位，以优质高价来赢得市场；在营销组合策略上，应通过产品与服务的创新、差异化的定价策略、个性化的促销方案、直营基础上的渠道创新等方式，形成竞争优势。%An SWOT analysis on SF Express showed that amid the highly competitive market for express service today, differentiation is the best choice or SF Express to adopt as a competing strategy. SF Express should use market segmentation and positioning and marketing mix to implement the differentiation strategy. In terms of market segmentation and positioning, it should give priority to the domestic market, targeting on speed sensitive customers and files/small pieces service, holding the police of quality delivery and high price to a medium to high-level target market. In terms of marketing mix, SF Express should make efforts to update product and service through innovative designs, as well as differentiation pricing, customization promotion, and market channel innovation to gain its competitiveness in business.
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