顺丰速运（集团）有限公司竞争战略研究

发布时间：2018-03-11 16:38

本文选题：顺丰速运　切入点：竞争战略　出处：《华侨大学》2017年硕士论文　论文类型：学位论文

【摘要】：一直以来,顺丰速运凭借直营模式壁垒和航空运输优势,在快递企业中迅速崛起,一跃而为中国最赚钱的民营快递企业,在快递行业中占据独特优势。然而近年来,随着大型电商相继进军快递行业,快递行业的竞争也日益激烈化。一方面,快递行业涌现出许多实力雄厚的新进入企业,尤其是阿里巴巴旗下的“菜鸟”网络和京东、唯品会等大型电商,是极具威胁性的竞争对手;另一方面,顺丰不得不进行跨界经营尝试,但是无论是“顺丰优选”、“顺丰E商圈”还是顺丰重资打造的实体体验店“顺丰嘿客”,都或多或少遇到了发展的瓶颈。当前的顺丰虽然仍然是快递企业的领头羊,但其业务早已不仅限于快递领域,而是涉及快递、电商、供应链、第三方金融等多个领域,甚至还借壳鼎泰新材走了上市融资的道路,原有单纯快递领域的差异化战略已经无法适应顺丰多元化发展需求。针对不同领域有不同的竞争要求,顺丰所处的行业地位也不尽相同,在新环境、新挑战下如何选择合适的竞争战略,正是本文着力研究的重点。本文先简单介绍了战略管理理论、竞争战略理论以及战略管理研究工具的相关知识,随后从战略分析、战略选择、战略实施三个方面对顺丰竞争战略进行研究。战略分析方面,本文先从行业变革分析入手,明确快递行业的发展方向,随后通过行业结构化分析和战略群体分析明确行业竞争强度,再分析竞争对手明确战略定位,最后通过SWOT模型,明确多元化竞争战略的方向。在战略选择、战略实施方面,针对顺丰集团多元化战略本身以及在三大业务领域的不同行业地位和竞争环境,分别制定各业务领域的具体战略。战略选择方面,本文先从企业整体角度阐述顺丰实行多元化竞争战略的大原则大方向,随后按照快递行业、跨界竞争和跨境竞争三个业务领域分别进行分析,明确了在不同的竞争领域中,按照顺丰所处的行业地位、竞争目标、竞争优劣势等的不同,分别采取不同的竞争选择。战略实施方面,与战略选择方面一一对应,先从理念、业务、技术、服务四个层面阐述顺丰多元化战略整体实施目标,再分别阐述顺丰在快递行业、跨界竞争和跨境竞争三个方面的竞争战略实施方案。
[Abstract]:All along, SF EXPRESS with direct mode barriers and air transport advantages, the rapid rise in the express company, jumped to China most profitable private express delivery companies, occupy a unique advantage in the courier industry. However, in recent years, with the large electricity providers have to enter the express delivery industry, the courier industry is also facing increasingly fierce competition. On the one hand express industry, the emergence of many powerful new entrants, especially Alibaba's "rookie" network and Jingdong, vip.com and other large electricity providers, is very threatening competitors; on the other hand, had to carry out cross-border operations to SF, but whether it is "preferred SF, SF E circle or SF heavily to build the entity store experience" SF hey off ", are more or less encountered a bottleneck in the development. Although the current SF is still the leader of the express company, but its business as early as Is not limited to the field of express, but to express business, supply chain, third party financial and other fields, and even the backdoor Dingtai new material go public financing way, differentiation strategy of original express field has been unable to adapt to the diversified development needs of SF. Needles have different requirements in different areas of competition, SF the status of the industry are not the same, in the new environment, how to choose a suitable competition strategy under new challenges, is the focus of this study. This paper briefly introduces the theory of strategic management, knowledge of the theory of competitive strategy and strategic management research tools, then from the strategic analysis, strategic choice, strategy implementation Three A Study on SF competition strategy. Strategic analysis, this thesis starts from the analysis of the change in the industry, a clear direction of development of the express delivery industry, followed by industry structure analysis and strategy Group specific analysis of industry competitive intensity, and competitor analysis clear strategic positioning, and finally through the SWOT model, a clear strategic direction. In the diversified competition strategy choice, strategy implementation, the SF group diversification strategy and in three business areas with the status of the industry and competitive environment, respectively formulate the specific strategies for each business area the choice of strategy. This paper first describes the principles, direction SF diversified competition strategy from the perspective of the whole enterprise, then in accordance with the courier industry, cross-border competition and cross-border competition in three business areas were analyzed and defined in different areas of competition, competition in accordance with the SF position within the industry, competition, quality the potential of different, respectively take different competition. Implementation of the strategy, with a corresponding strategic choice, first from the concept, business, technology, service The four level elaborates the overall implementation goals of SF's diversification strategy, and then elaborates the competitive strategy implementation plan of SF in three aspects: express industry, cross-border competition and cross-border competition.

【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F271;F259.23

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