宁波美设国际货运代理公司竞争战略研究
发布时间：2018-08-10 07:40
【摘要】：经济一体化的快速发展,市场经济渗透,中国对外贸易经济在不断的持续稳定增长。在此背景下,宁波美设国际代理公司作为宁波市场中型以上的货代公司,公司的货量也有一定幅度的增加,但是增长幅度较发展初期有所减缓,总体发展不能令人满意。 本文通过波特的理论模型等方法分析了美设公司的竞争环境。从市场的角度看,国际贸易经济的快速发展,加剧了货运代理企业间的竞争,价格竞争愈演愈透明,传统上以价格来取胜的方法已不能适应当前市场经济的发展。当前美设公司的市场定位有所偏移,未注重自身具有的竞争力去有效利用,致使企业未能充分发挥自己的核心竞争力,形成竞争优势,最终导致目前竞争不力的局面。同时,美设公司也正面临着一个前所未有的发展契机,国家政策的扶持,快速发展的贸易运输对货代企业提出了更高的业务能力和服务质量的要求,对现阶段的美设公司而言,也赋予了更多的发展和提升空间。 本文首先阐述了竞争战略的理论方法以及对研究的思路进行了简要分析,通过分析美设公司外部宏观竞争和行业竞争环境、内部资源,再利用SWOT分析方法,分析了美设公司面临的机遇和威胁,优势和劣势,找出最佳战略组合,提出恰当的公司战略及实施方案。其中最主要的内容有两个：一是公司经营现状中存在的问题以及发展定位；二是竞争战略的制定实施。如何体现自身的核心竞争力,提高竞争优势,都是美设公司应该加以研究的重点。 然后针对目前的市场状况提出美设公司作为一个传统的货代公司,其企业的财力,领导者的知识面、团队的精力都是有限的,但机会是无穷的,所以企业应该集中精力在自身的优势行业上,形成核心竞争力走专业化的道路。美设公司的核心竞争力是必须培育并坚持专业化这个前提来加强市场的开拓力度,完善自己的组织构架,建立有效的人力资源管理体系,改善内部的管理,加强员工的服务意识,规范操作行为,提高专业化服务水平。再者,美设公司应当实行服务创新、差异化营销战略等来提升市场竞争力,货代企业的市场竞争已趋于白热化状态,美设公司必须提供个性化、特色化的服务来筑建品牌效应,满足不同客户的运输需求,才能在某一细分市场上,提升新的竞争力,拓展新的业务来扩大市场份额,争取企业早日做大做强,为以后进一步进入中国物流市场打下坚实基础。
[Abstract]:With the rapid development of economic integration and the penetration of market economy, China's foreign trade economy is growing steadily and continuously. Under this background, Ningbo American International Agency Company, as a freight forwarder company with medium size and above in Ningbo market, has also increased its volume to a certain extent, but the growth rate has slowed down compared with the initial stage of development, and the overall development is not satisfactory. This paper analyzes the competitive environment of American companies by Porter's theory model. From the market point of view, the rapid development of international trade economy intensifies the competition among freight forwarders, and the price competition is becoming more and more transparent. The traditional method of winning by price has been unable to adapt to the development of the current market economy. At present, the market orientation of American companies has shifted, and they have not paid attention to their own competitiveness to make effective use of it. As a result, the enterprises have failed to give full play to their core competitiveness, forming competitive advantages, and finally leading to the situation of weak competition at present. At the same time, U.S.S.A. is also facing an unprecedented opportunity for development. With the support of national policies and the rapid development of trade and transportation, it has put forward higher business capabilities and service quality requirements for freight forwarders. It also gives more room for development and improvement. Firstly, this paper expounds the theory and method of competition strategy and briefly analyzes the research ideas. By analyzing the external macro competition and industry competition environment, internal resources, and then using SWOT analysis method, This paper analyzes the opportunities, threats, advantages and disadvantages faced by the company, finds out the best strategic combination, and puts forward the appropriate company strategy and implementation plan. Among them, there are two main contents: one is the existing problems and the development orientation of the company's management status, the other is the formulation and implementation of the competitive strategy. How to reflect its core competitiveness and improve its competitive advantage are the key points that should be studied. Then, in view of the current market situation, it is pointed out that as a traditional freight forwarding company, the financial resources of its enterprises, the knowledge of its leaders, and the energy of the team are all limited, but the opportunities are endless. Therefore, enterprises should focus on their own advantages in the industry, forming the core competitiveness of the road to specialization. The core competitiveness of the company is to cultivate and adhere to the premise of specialization to strengthen market development, improve its own organizational framework, establish an effective human resources management system, and improve internal management. Strengthen employee's service consciousness, standardize operation behavior and improve professional service level. Furthermore, US companies should carry out service innovation and differentiated marketing strategies to enhance market competitiveness. The market competition of freight forwarding enterprises has become more intense. The US companies must provide personalized and specialized services to build brand effects. Only by satisfying the transportation demand of different customers, can we enhance the new competitiveness, expand the new business to expand the market share, strive for the enterprise to be bigger and stronger at an early date, and lay a solid foundation for further entering the Chinese logistics market in the future.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F271;F552.6
本文编号：2175410
[Abstract]:With the rapid development of economic integration and the penetration of market economy, China's foreign trade economy is growing steadily and continuously. Under this background, Ningbo American International Agency Company, as a freight forwarder company with medium size and above in Ningbo market, has also increased its volume to a certain extent, but the growth rate has slowed down compared with the initial stage of development, and the overall development is not satisfactory. This paper analyzes the competitive environment of American companies by Porter's theory model. From the market point of view, the rapid development of international trade economy intensifies the competition among freight forwarders, and the price competition is becoming more and more transparent. The traditional method of winning by price has been unable to adapt to the development of the current market economy. At present, the market orientation of American companies has shifted, and they have not paid attention to their own competitiveness to make effective use of it. As a result, the enterprises have failed to give full play to their core competitiveness, forming competitive advantages, and finally leading to the situation of weak competition at present. At the same time, U.S.S.A. is also facing an unprecedented opportunity for development. With the support of national policies and the rapid development of trade and transportation, it has put forward higher business capabilities and service quality requirements for freight forwarders. It also gives more room for development and improvement. Firstly, this paper expounds the theory and method of competition strategy and briefly analyzes the research ideas. By analyzing the external macro competition and industry competition environment, internal resources, and then using SWOT analysis method, This paper analyzes the opportunities, threats, advantages and disadvantages faced by the company, finds out the best strategic combination, and puts forward the appropriate company strategy and implementation plan. Among them, there are two main contents: one is the existing problems and the development orientation of the company's management status, the other is the formulation and implementation of the competitive strategy. How to reflect its core competitiveness and improve its competitive advantage are the key points that should be studied. Then, in view of the current market situation, it is pointed out that as a traditional freight forwarding company, the financial resources of its enterprises, the knowledge of its leaders, and the energy of the team are all limited, but the opportunities are endless. Therefore, enterprises should focus on their own advantages in the industry, forming the core competitiveness of the road to specialization. The core competitiveness of the company is to cultivate and adhere to the premise of specialization to strengthen market development, improve its own organizational framework, establish an effective human resources management system, and improve internal management. Strengthen employee's service consciousness, standardize operation behavior and improve professional service level. Furthermore, US companies should carry out service innovation and differentiated marketing strategies to enhance market competitiveness. The market competition of freight forwarding enterprises has become more intense. The US companies must provide personalized and specialized services to build brand effects. Only by satisfying the transportation demand of different customers, can we enhance the new competitiveness, expand the new business to expand the market share, strive for the enterprise to be bigger and stronger at an early date, and lay a solid foundation for further entering the Chinese logistics market in the future.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F271;F552.6
【参考文献】
相关期刊论文 前1条
1 唐震;从波特竞争战略理论谈行业创新[J];河海大学学报(哲学社会科学版);2004年02期
，本文编号：2175410
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