DHL快递在中国市场的发展战略研究

发布时间：2019-03-27 20:16

【摘要】：八十年代末期,随着中国改革开放的推进及中国加入WTO,中国与其他国家日益频繁交流。快递业持续保持着高速的增长。伴随着市场经济刺激,快递业作为一个朝阳产业成长起来并迅速发展,快递企业之间逐渐形成激烈竞争。在实施“一带一路”战略构想以及自贸试验区建设,人民币国际化战略不断推进下,我们迎来新一轮改革开放的浪潮。中国扩大对外开放的合理布局,必然推动中国快递业的国际化,最有利的推动“中国快递,共享全球”的理念。国际三大快递巨头之一的DHL,由三位美国人(Dalsey、Hillblom、Lynn)于1970年创立。创立之初是一家运输服务公司主要是为美国西海岸及夏威夷服务。47年的发展,使DHL成长为世界最大国际快递之一,如今其销售额超过350亿美元,拥有员工285000人,超过450个转运中心。DHL成立至今,一直高速增长。本文以DHL公司为研究对象,采用PEST分析、SWOT分析等战略分析工具,运用文献研究法、比较分析法、实地参观调研法深入分析仔细研究DHL在中国市场所处的宏观、行业环境,具备的优势及机会,面临的劣势及威胁和核心竞争力,用来制定DHL在中国市场的发展战略,包括品牌战略、服务战略、人才战略。这在某种程度上反映出快递业在中国改革和发展的进程,折射出其面临的问题,也为国内快递业走进国际市场,提供一定的指导建议。另一方面,结合分析DHL的业务特点及形式,分析了DHL在品牌战略、服务战略及人才战略上存在的问题,设计了一套适用于DHL在中国市场的发展战略优化方案。通过目标市场的拓展、探索客户需求和服务、快递服务网络拓展、从而加固合作伙伴之间的关系。最后,为保证发展战略目标实现及顺利实施,本文还设计了一系列的保障性措施:积极的企业文化和能提供优质服务的团队,这在很大程度上对发展战略的制定和实施起绝对性的关键作用。
[Abstract]:In the late 1980s, with the advancement of China's reform and opening-up and China's entry into the WTO, China and other countries exchanged more and more frequently. The express delivery industry continues to grow at a high speed. With the stimulation of market economy, express delivery industry as a rising industry growth and rapid development, express delivery enterprises gradually formed fierce competition. With the implementation of the "Belt and Road Initiative" strategy and the construction of the free trade pilot zone, the RMB internationalization strategy continues to advance, and we welcome a new wave of reform and opening-up. The rational distribution of China's opening up to the outside world is bound to promote the internationalization of China's express delivery industry and promote the concept of "China express delivery, sharing the world" most favourably. DHL, one of the three international courier giants, was founded in 1970 by three Dalsey,Hillblom,Lynn. Founded as a transportation service company primarily for the West Coast and Hawaii, DHL grew into one of the world's largest international couriers in 47 years and now has more than $35 billion in sales and 285000 employees. More than 450 transit centers. DHL has been growing at a high speed since its inception. This article takes DHL Company as the research object, uses the PEST analysis, the SWOT analysis and other strategic analysis tools, uses the literature research method, the comparative analysis method, the on-the-spot visit investigation method to deeply analyze the macro and industry environment of DHL in the Chinese market. The advantages and opportunities, weaknesses, threats and core competitiveness of DHL are used to formulate the development strategy of China market, including brand strategy, service strategy and talent strategy. To some extent, this reflects the process of reform and development of express delivery industry in China, reflects the problems it faces, and provides some guidance suggestions for the domestic express industry to enter the international market. On the other hand, combined with the analysis of the business characteristics and forms of DHL, this paper analyzes the problems existing in the brand strategy, service strategy and talent strategy of DHL, and designs a set of optimization scheme for the development strategy of DHL in China market. Through the expansion of the target market, explore customer needs and services, express service network expansion, so as to strengthen the relationship between partners. Finally, in order to ensure the realization and smooth implementation of the development strategic objectives, this paper also designed a series of safeguard measures: a positive corporate culture and a team that can provide high-quality services. This, to a large extent, plays an absolute key role in the formulation and implementation of development strategies.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F259.1

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