YN国际货运公司在行业衰退中实现利润增长的战略研究

发布时间：2018-04-26 10:20

本文选题：国际货运代理 + 行业衰退　；参考：《上海外国语大学》2014年硕士论文

【摘要】：国际货运代理业是我国外贸进出口业的支柱产业之一，在过去三十年为提振中国外贸进出口总量和国家创汇做出了重要的贡献。特别是近年来，随着我国对各口岸城市，如：天津、上海、宁波、广州、深圳等港口设施的持续大规模投入，充分挖掘了各口岸内在发展潜力，大大提高了工作效率和服务水平，带动了地区经济的快速发展。以上海为例，2012年，上海港的年吞吐量达到7.36亿吨，同比增长1.1%，继续保持世界第一的地位。良好的软、硬件环境基础造就了一批又一批的国际货运代理企业，同时也吸引了大量外资货运代理业的进入。然而，我们不得不清醒的看到，随着金融危机和欧债危机的蔓延以及各种贸易壁垒和争端的存在，国际货运业的市场规模在不断减小，承受的风险也随之增加，这使得尚在起步阶段的中国的国际货运代理企业，特别是中小型公司在愈演愈烈的市场竞争环境中更加举步维艰。为了应对当前严峻的国内外形势，，国际货运代理公司必须制定新的战略，改变原有的经营管理模式，结合内外部竞争环境，整合企业内部价值链体系，来增强自身的竞争力，从而争取更多的市场份额和利润。本论文以YN公司一家中等规模的国际货运代理公司为研究对象，从国际和国内行业市场环境出发，提出制定和实施服务、产品差异化和多元化战略来提高公司利润的必要性，并提出了具体的战略实施方案。论文通过对企业新的竞争对手入侵，替代品的威胁，买方议价能力，卖方议价能力以及现存竞争者之间的竞争等五力作用的分析，提出YN公司需要进行战略调整来达到克服五力作用，增强自身竞争力的必要性；以价值链理论为指导，以对YN公司当前的内部和外部经营环境和存在问题的分析为立足点，透析YN公司整个价值链的构成，提出了打破传统价值链，塑造新的价值链来提升企业市场竞争力。同时，本文运用SWOT分析法来分析归纳出YN公司的优势、劣势、机遇、威胁，从而指引YN公司避开竞争激烈的传统市场，走多元化发展模式，在新的市场上发挥自身优势，弱化劣势对竞争力削弱的影响，抓住当前的机遇和避免潜在的威胁所给公司带来的不确定风险。
[Abstract]:The international freight forwarding industry is one of the pillar industries in China's foreign trade import and export industry. In the past thirty years, it has made important contributions to the promotion of China's foreign trade import and export volume and the country's foreign exchange creation. In recent years, with the continuous large-scale investment in port facilities such as Tianjin, Shanghai, Ningbo, Guangzhou and Shenzhen, the port facilities in our country have been fully invested. It has mined the inherent development potential of each port, greatly improved the working efficiency and service level, and led to the rapid development of the regional economy. In Shanghai, for example, in 2012, the annual throughput of Shanghai port reached 7.36 billion tons, increased by 1.1%, and continued to maintain the world's first status. A good soft, hardware environment has created a number of countries and countries. However, we have to see that with the financial crisis and the spread of the European debt crisis and the existence of various trade barriers and disputes, the market size of the international freight industry is decreasing and the risk is increasing, which makes it still in the beginning. In order to cope with the severe domestic and foreign situation, the international freight forwarders must formulate new strategies to change the original management model and integrate the internal and external competitive environment to integrate the internal and external enterprises in order to cope with the current serious domestic and foreign situation. Value chain system, to enhance their competitiveness, and strive for more market share and profits.
In this paper, a medium scale international freight forwarding company of YN company is taken as the research object. Starting from the international and domestic market environment, this paper puts forward the necessity of making and implementing service, product differentiation and diversification strategy to improve the company's profit, and puts forward specific strategic implementation plans. The analysis of the threat of invasion, substitutes, the bargaining power of the buyer, the bargaining power of the seller and the competition among the existing competitors, suggests that the YN company need to make a strategic adjustment to overcome the five forces and enhance its own competitiveness, with the value chain theory as the guide to the internal and external operation of YN company. The analysis of the environment and the existing problems is the foothold, dialyses the composition of the whole value chain of YN company, puts forward to break the traditional value chain and shape a new value chain to enhance the competitiveness of the enterprise market. At the same time, this paper uses the SWOT analysis method to analyze and summarize the advantages, disadvantages, opportunities and threats of YN company, so as to guide the YN company to avoid the fierce competition. The market, the diversification of the development model, in the new market to play its own advantages, weaken the impact of weakness on the weakening of competitiveness, seize the current opportunities and avoid potential threats to the company to the uncertainty of risk.

【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】：F275.4;F752.62;F259.23

【参考文献】