华贸物流常州分公司的多元化战略分析

发布时间：2018-03-13 12:16

本文选题：综合物流　切入点：货运代理　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,一大批从事综合物流的国际货代巨头进入中国市场,以其先进的服务理念、遍布全球的网络以及完善的物流操作系统,逐步占据约80%的中国物流市场份额,极大挤压了国内国际货运代理企业的生存空间。中国国际货运代理行业市场秩序不规范,国际货运代理企业规模小、竞争手段单一、盈利手段简单、缺乏专业人员以及技术能力薄弱,在全球物流的市场竞争中相对落于下风。同时中国国内的综合物流服务刚开始起步,具有物流市场规模大、物流企业规模小、管理水平低、专业从业人员缺乏、物流效率低的特点。华贸物流于2016年年初提出三年内(2016-2018)销售收入和净利润双百增长的发展规划,华贸物流常州分公司在常州物流市场以传统单一的国际货运代理业务参与市场竞争,销售收入与净利润的增长速度无法满足总部提出的发展规划。本文分析华贸物流常州分公司的具体情况,利用自身的品牌、网络、多品类服务产品等优势,跨越到市场规模数十倍于传统货代业务的综合物流服务,对华贸物流常州分公司多元化战略尝试进行分析。本文主要是通过战略发展的相关理论,分析国际货运代理企业的发展历史和现状,对国内外综合物流发展进行研究,在分析了华贸物流常州分公司内外部环境的基础上,运用SWOT分析法,明确了华贸物流常州分公司多元化战略,并给出了多元化战略实施的方案。经过研究,华贸物流常州分公司外部环境挑战大于机遇,而自身优势在常州市场又比较明显,公司应该利用自身优势,积极地谋求战略转型,以获取长期的发展动力。本文通过对华贸物流常州分公司多元化战略研究,帮助公司找到战略发展的方向和模式,在常州物流行业的市场竞争中获得领先地位,完成总部的发展规划,也能给集团内的兄弟公司建立发展的模板。
[Abstract]:Since the reform and opening up, a large number of international freight forwarders engaged in comprehensive logistics have entered the Chinese market. With their advanced service concepts, global networks and perfect logistics operating systems, they have gradually occupied about 80% share of the Chinese logistics market. The market order of China's international freight forwarding industry is not standardized, the scale of international freight forwarding enterprises is small, the means of competition is single, and the means of profit are simple. Lack of professional personnel and weak technical ability, relatively fall behind in the global logistics market competition. At the same time, China's domestic integrated logistics services have just started, with a large scale of logistics market, small scale of logistics enterprises, low management level, In 2016, China Trade Logistics put forward the development plan of sales revenue and net profit increase in three years. Changzhou Branch of China Trade Logistics participates in market competition with traditional single international freight forwarding business in Changzhou logistics market. The growth rate of sales income and net profit can not meet the development plan proposed by headquarter. This paper analyzes the specific situation of Changzhou Branch of China Trade Logistics, and makes use of its own advantages such as brand, network, multi-category service products, etc. The comprehensive logistics service, which surpasses the market scale tens of times than the traditional freight forwarding business, analyzes the diversification strategy of Changzhou Branch of China Trade Logistics. This paper is mainly based on the related theory of strategic development. This paper analyzes the development history and present situation of international freight forwarding enterprises, studies the development of comprehensive logistics at home and abroad, analyzes the internal and external environment of Changzhou Branch of China Trade Logistics, and applies SWOT analysis method. This paper clarifies the diversification strategy of Changzhou Branch of China Trade Logistics, and puts forward the plan of implementing diversification strategy. Through the research, the external environmental challenge of Changzhou Branch of China Trade Logistics is greater than the opportunity, and its own advantage is obvious in Changzhou market. The company should take advantage of its own advantages and actively seek strategic transformation in order to obtain long-term development power. This paper aims to help the company find the direction and mode of strategic development by studying the diversification strategy of Changzhou Branch of China Trade Logistics. In Changzhou logistics industry in the market competition to gain a leading position, complete the headquarters development plan, but also for the group of brother companies to establish a template for development.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F259.23;F272

【参考文献】