申通快递竞争战略研究

发布时间：2018-01-15 00:23

本文关键词：申通快递竞争战略研究　出处：《新疆大学》2015年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,我国经济得到了飞速发展,快递行业也迅速发展起来,成为了名副其实的朝阳产业。目前,我国快递市场已经形成了国有、民营和外资快递三大主要竞争格局,其中民营快递企业的市场份额和业务收入每年都会有很大的增长,发展势头良好。但是随着电子商务的发展和我国国际贸易往来活动的日益频繁,消费者对快递服务的需求逐渐变得多样化,快递行业竞争局势越来越严重,尤其是民营快递企业面临的压力会更大。本文选择具有代表性的民营快递企业申通作为研究对象,首先运用PEST工具和五力模型分析申通的宏观环境和行业环境,找出该企业面临的机会和威胁并建立外部因素评价矩阵(EFE)。然后对申通的内部环境进行分析,归纳总结出公司的内部优势和劣势并建立内部因素评价矩阵(IFE)。在以上分析研究基础上,运用SWOT矩阵分析得出申通快递的六种备选战略,并运用QSPM矩阵计算出各个备选战略的总吸引力评分,发现差异化竞争战略的总吸引力评分最高为6.284分,相比其他备选战略,其吸引力更大,因此申通应选择差异化竞争战略。最后提出该战略指导下的具体策略和战略实施的保障措施。
[Abstract]:Since the reform and opening up, China's economy has been the rapid development of express industry has developed rapidly and become worthy of the name of the sunrise industry. At present, China's express delivery market has formed a state-owned, private and foreign express three major competition, the private express enterprise's market share and revenue every year there will be a great growth and the good momentum of development. But with the development of electronic commerce and China's international trade activities have become increasingly frequent, the consumer demand for express services gradually become diversified, the express industry competition situation more and more serious, especially in the face of private express delivery enterprises will be greater pressure. This paper select the representative of private express delivery companies as sto the object of study, the first use of PEST tools and five forces model to analyze the macro environment and industry environment of Shen Tong, find out the opportunities and threats facing the enterprise and build Vertical external factor evaluation matrix (EFE). Then the application through the analysis of internal environment, summarizes the advantages and disadvantages of company and establish the internal factor evaluation matrix (IFE). Based on the above analysis and study, six by using the SWOT matrix analysis of STO's alternative strategy, and calculate the total attractiveness of alternatives each strategy score by using the QSPM matrix, it was found that the total attractiveness of differentiated competitive strategy the highest score is 6.284 points, compared to other alternative strategies, the more attractive, so sto should choose differentiation competitive strategy. Finally puts forward the specific strategies and measures to carry out the strategy under the guidance of strategic.

【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F259.23;F271

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