联邦快递中国有限公司国内业务发展战略研究

发布时间：2019-05-09 08:05

【摘要】：中国快递行业自1978年起经历了三十多年的发展，发生了翻天地覆的变化。从中国邮政的一枝独秀，到国企、民企、外企三分天下。其中联邦快递作为外商独资企业也参与到了国内快递市场的竞争中，联邦快递从创建至今共四十年的发展史，算不上历史悠久，却是第一家在十年内营业收入突破十亿美元大关的公司，成为四大国际快递之一。2007年，联邦快递涉足中国国内快递业务，，发展几经挫折、先后经历数次大规模降价，与奥凯航空的分道扬镳等都为联邦快递发展国内业务增添了几分神秘色彩。联邦快递启动国内业务初期，计划亏损三年换取在中国市场的盈利。但因种种原因，至今仍亏损经营，并且市场份额仍呈不断下降的趋势。如何扭转当前困境，是联邦快递面临的首要问题。联邦快递是中国开放快递市场后外资企业进军中国国内快递市场的先例，其成败必将成为其他外资企业参考的样板。本文首先对竞争战略等相关理论作了较为详尽的回顾。为后续联邦快递的竞争战略分析和研究打好了基础和铺垫。之后对国内快递业及联邦快递的运营现状和存在问题进行了详细的分析和研究，从而引出联邦快递如何在中国市场稳步健康发展。在此基础之上，结合宏观因素和微观因素，对联邦快递国内业务的发展进行了全面论述。然后，在基于SWOT分析，分别提出其战略愿景、目标、定位、功能以及战略类型和战略重点。最后，分别从服务网络建设、本土化转型、信息化优势以及政策环境的营造四个方面论述了联邦快递的发展战略措施，为其实现战略发展提供决策参考意见。通过以上几个方面的综合分析及论述，本文得出的重要结论是，在相同的市场竞争环境下，依靠并充分发挥联邦快递自身的竞争优势，结合中国本土化经营战略是取得战略性成功的重要措施。
[Abstract]:China's express delivery industry has experienced more than 30 years of development since 1978, and has undergone tremendous changes. From China Post's unique talent, to state-owned enterprises, private enterprises, foreign enterprises three parts of the world. Among them, FedEx, as a wholly foreign-owned enterprise, has also participated in the competition of the domestic express delivery market. FedEx's 40-year history of development from its inception to the present is not a long history. However, it was the first company to break the $1 billion mark in revenue in 10 years, and became one of the four major international couriers. In 2007, FedEx set foot in China's domestic express business, experienced several setbacks in its development, and experienced several large-scale price reductions several times. The separation with Okay Airlines has added a bit of mystery to FedEx's development of its domestic business. FedEx began its domestic operations at an initial loss of three years in exchange for profits in the Chinese market. However, due to a variety of reasons, so far still loss-making operations, and market share is still declining trend. How to reverse the current predicament, is the first problem FedEx faces. FedEx is a precedent for foreign-funded enterprises to enter China's domestic express delivery market after the opening of the express market, and its success or failure will certainly become a model for other foreign-funded enterprises to refer to. First of all, this paper makes a detailed review of the competitive strategy and other related theories. For the follow-up FedEx competitive strategy analysis and research laid the foundation and laying the groundwork. Then the domestic express delivery industry and FedEx operation status and existing problems are analyzed and studied in detail, so as to lead to the steady and healthy development of FedEx in the Chinese market. On this basis, combined with macro-factors and micro-factors, the development of FedEx domestic business is comprehensively discussed. Then, based on SWOT analysis, it puts forward its strategic vision, goal, positioning, function, strategic type and strategic focus respectively. Finally, this paper discusses the development strategy and measures of FedEx from four aspects: service network construction, localization transformation, information advantage and policy environment construction, and provides decision-making advice for its realization strategy development. Through the comprehensive analysis and discussion of the above aspects, the important conclusion of this paper is that under the same market competition environment, we should rely on and give full play to the competitive advantage of FedEx itself. Combining with China's localization management strategy is an important measure to achieve strategic success.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F259.1

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