TNT在中国针对合同研究组织的冷链物流发展战略研究

发布时间：2018-03-28 20:13

本文选题：TNT　切入点：CRO　出处：《上海外国语大学》2014年硕士论文

【摘要】：近年,随着在日本及新加坡TNT临床实验、生命科学领域冷链物流业务的成功发展。凭借其在冷链物流方面先进管理理念、一流设备和丰富操作经验,TNT正向其在中国国内的合作研究组织,简称："CRO (Contract Research Organization)"类型的客户,推出以临床实验、生命科学领域为行业背景的冷链物流高端服务,以满足此类客户在中国日益增长的高端冷链物流服务需求。目前中国正成为即日、新之后CRO机构着重开发的全球性新阵地,发展前景乐观、市场相对广阔。然而,不可回避的是中国政府、市场在政策体制、贸易合规以及管理理念上的滞后已在很大程度上导致了为合作研究组织提供冷链物流服务的供应商之间无序、恶性的竞争。这对于物流企业尤其是象TNT这样的外资物流企业在中国临床实验、生命科学领域的业务发展提出了新的要求与挑战。显然外资物流企业相较于其在本土竞争对手们不仅要在战术上开拓创新领先一步,更要在战略上未雨绸缪探索一个新的商业模式,为自身在中国市场的长远生存与良性发展制定全新发展战略,而非简单地生搬硬套其在国外同类客户中的成功经验和商业模式。本文将运用波特五力模型、营销学4P、4C和SWOT分析等理论多维度、全方位地解析TNT在日本、新加坡的冷链物流成功案例,提炼其中的成功要义,通过比较的方法总结出基于中国国内市场、相关政策环境、限定目标客户以及主要竞争对手等因素影响下,TNT应如何制定其冷链物流发展战略来应对未来的竞争与挑战。通过运用战略管理相关理论,并适当借鉴前人的研究成果来加强本文的论点,为TNT度身定制其冷链物流业务在中国市场针对合同研究组织的发展战略。使得TNT在该细分市场中运用此战略能够取得更多市场份额、获得更多效益并保持其在该行业的领先地位。同时也希望该发展战略能为其它外资物流企业在中国的冷链物流业务发展带来一定借鉴意义及参考价值。
[Abstract]:In recent years, with TNT clinical trials in Japan and Singapore, the development of cold chain logistics business in life science has been successful. With its advanced management concept in cold chain logistics, First-rate equipment and rich operational experience are offering high-end cold-chain logistics with a background in clinical trials, life sciences, to its domestic cooperative research organizations in China, or "CRO contract Research Organization". To meet such customers in China's growing demand for high-end cold-chain logistics services. At present, China is becoming a new global position for the development of the new CRO institutions. The prospects for development are optimistic and the market is relatively broad. However, what we cannot avoid is the Chinese government, the market is in the policy system. Trade compliance and lag in management concepts have largely led to disorder among suppliers providing cold-chain logistics services to cooperative research organizations. Vicious competition. This is a clinical trial for logistics enterprises, especially foreign-funded logistics enterprises such as TNT, in China. Business development in the life sciences has raised new requirements and challenges. It is clear that foreign logistics companies, compared to their local competitors, have to take the lead not only in terms of tactics, but also in innovation. We should plan to explore a new business model in advance of the strategy, and develop a new development strategy for our long-term survival and benign development in the Chinese market, rather than simply copying its successful experience and business model in the same kind of foreign customers. In this paper, the author uses Porter's five-force model, marketing theory 4PX 4C and SWOT analysis to analyze TNT's successful cold chain logistics cases in Japan and Singapore, and refine the essentials of success. This paper summarizes how TNT should formulate its cold chain logistics development strategy to deal with the future competition and challenge under the influence of domestic market, relevant policy environment, limited target customers and main competitors. Through the use of relevant theories of strategic management, and appropriate reference to the previous research results to strengthen the argument of this paper, For TNT to customize its cold chain logistics business in the Chinese market for contract research organization development strategy, so that TNT in the market segment to use this strategy can obtain more market share, At the same time, it is hoped that the development strategy can bring some reference significance and reference value for the development of other foreign logistics enterprises in China.
【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】：2014
【分类号】：F272;F253

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