JAS公司竞争战略研究
发布时间：2019-02-12 12:31
【摘要】：2007年8月美国次贷危机全面爆发,随之而来引发全球性金融危机。一波未平,一波又起,2011年下半年起,因欧洲主权债务问题持续恶化,并逐渐蔓延至其他国家,导致新一轮经济危机,使中国等世界主要贸易国进出口贸易量急剧下降,全球海运、空运业大萧条,给货运代理企业带来了挑战。 JAS公司总部设立于意大利,是一家主要从事国际海、空运输及国际多式联运服务的货运代理公司。科学的竞争战略有助于JAS公司根据内外部环境和自身优劣势组织经营活动,确保资源的合理配置,规避风险以及,增强企业的竞争力。 本文采用案例研究方法,在运用PEST分析模型对JAS公司面临的政治环境、经济环境、社会环境和科技环境进行分析的基础上；采用五力模型对JAS公司所处的货运代理行业进行了较为系统的分析。分析发现：船运与航运潜在竞争对手进入货运代理行业的威胁较大；从事货运代理的公司众多,现有对手间的竞争较强；货运代理行业暂时无法取代,替代产品的威胁较低；货运代理公司间激烈的竞争,使买方的议价能力增强；供应商可替代性较强,但议价能力较弱。运用SWOT矩阵明确了JAS公司面临的机会和威胁,以及自身的优势和劣势,确定了JAS公司的竞争战略及其实施保障。 本文研究发现,尽管经济危机使国际货物贸易增长缓慢,甚至出现了衰退,但JAS公司在货运代理市场中仍有自己的生存发展空间,应当充分发挥优势,扬长避短,制定有针对性的竞争战略。在对低成本、差异化以及目标集聚三种竞争战略进行分析的基础上,本文认为JAS公司应采用目标集聚战略,可以通过发展上下游产业,提供增值服务；加强对运费预付客户的开发；开展拼箱业务；发挥自身优势,进一步拓展地中海国家业务等方式实施。为了保障目标集聚的实施,应加强对上下游行业的控制,加强与海外分公司的联系；完善激励,优化销售队伍；与国内拼箱企业建立战略合作伙伴关系；突出自身优势,针对目标市场。
[Abstract]:In August 2007, the subprime mortgage crisis broke out in the United States, followed by a global financial crisis. Since the second half of 2011, due to the continued deterioration of the European sovereign debt problem and its gradual spread to other countries, this has led to a new round of economic crisis, which has led to a sharp decline in the volume of import and export trade between China and other major trading countries in the world. The Great Depression in the global shipping and air transport industries has brought challenges to freight forwarders. JAS, headquartered in Italy, is a freight forwarder specializing in international sea, air and international multimodal transport services. The scientific competitive strategy is helpful for JAS to organize its business activities according to the internal and external environment and its own advantages and disadvantages, to ensure the rational allocation of resources, to avoid risks and to enhance the competitiveness of enterprises. In this paper, the case study method is used to analyze the political environment, economic environment, social environment and scientific and technological environment faced by JAS company by using PEST analysis model. The five-force model is used to analyze the freight forwarder industry of JAS Company. It is found that the potential competitors of shipping and shipping have a great threat of entering the freight forwarding industry; there are many companies engaged in freight forwarders and the competition among existing competitors is strong; the freight forwarding industry can not be replaced for the time being, and the threat of substitute products is low. The fierce competition among freight forwarders strengthens the buyer's bargaining power; the supplier is more substitutable, but the bargaining power is weak. The opportunity and threat faced by JAS company and its own advantages and disadvantages are defined by using SWOT matrix, and the competitive strategy and its implementation guarantee of JAS company are determined. This paper finds that although the economic crisis has caused the slow growth of international trade in goods and even a recession, JAS still has its own room for survival and development in the freight forwarder market, so it should give full play to its advantages and make full use of its strengths and circumvent its weaknesses. Develop a targeted competitive strategy. Based on the analysis of three competitive strategies of low cost, differentiation and target agglomeration, this paper holds that JAS company should adopt target agglomeration strategy, which can provide value-added services through the development of upstream and downstream industries. To strengthen the development of freight prepaid customers; to develop the LCL business; to give play to their own advantages; to further expand the Mediterranean countries business. In order to ensure the implementation of target agglomeration, we should strengthen the control of upstream and downstream industries, strengthen the contact with overseas branch companies, perfect incentives, optimize the sales force, establish strategic partnership with domestic LCL enterprises. Highlight oneself advantage, aim at target market.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F511.41;F272
本文编号：2420444
[Abstract]:In August 2007, the subprime mortgage crisis broke out in the United States, followed by a global financial crisis. Since the second half of 2011, due to the continued deterioration of the European sovereign debt problem and its gradual spread to other countries, this has led to a new round of economic crisis, which has led to a sharp decline in the volume of import and export trade between China and other major trading countries in the world. The Great Depression in the global shipping and air transport industries has brought challenges to freight forwarders. JAS, headquartered in Italy, is a freight forwarder specializing in international sea, air and international multimodal transport services. The scientific competitive strategy is helpful for JAS to organize its business activities according to the internal and external environment and its own advantages and disadvantages, to ensure the rational allocation of resources, to avoid risks and to enhance the competitiveness of enterprises. In this paper, the case study method is used to analyze the political environment, economic environment, social environment and scientific and technological environment faced by JAS company by using PEST analysis model. The five-force model is used to analyze the freight forwarder industry of JAS Company. It is found that the potential competitors of shipping and shipping have a great threat of entering the freight forwarding industry; there are many companies engaged in freight forwarders and the competition among existing competitors is strong; the freight forwarding industry can not be replaced for the time being, and the threat of substitute products is low. The fierce competition among freight forwarders strengthens the buyer's bargaining power; the supplier is more substitutable, but the bargaining power is weak. The opportunity and threat faced by JAS company and its own advantages and disadvantages are defined by using SWOT matrix, and the competitive strategy and its implementation guarantee of JAS company are determined. This paper finds that although the economic crisis has caused the slow growth of international trade in goods and even a recession, JAS still has its own room for survival and development in the freight forwarder market, so it should give full play to its advantages and make full use of its strengths and circumvent its weaknesses. Develop a targeted competitive strategy. Based on the analysis of three competitive strategies of low cost, differentiation and target agglomeration, this paper holds that JAS company should adopt target agglomeration strategy, which can provide value-added services through the development of upstream and downstream industries. To strengthen the development of freight prepaid customers; to develop the LCL business; to give play to their own advantages; to further expand the Mediterranean countries business. In order to ensure the implementation of target agglomeration, we should strengthen the control of upstream and downstream industries, strengthen the contact with overseas branch companies, perfect incentives, optimize the sales force, establish strategic partnership with domestic LCL enterprises. Highlight oneself advantage, aim at target market.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F511.41;F272
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