顺丰速运竞争战略研究

发布时间：2018-03-01 12:19

本文关键词： 快递业顺丰速运竞争战略措施　出处：《江西财经大学》2016年硕士论文　论文类型：学位论文

【摘要】：近几年,电子商务的逐渐发展成熟以及网络购物方式的渗透,为我国快递行业的发展提供了绝佳的机遇,快递这一行业成为我国发展速度最快的行业之一。在行业发展的同时,竞争也越来越激烈。另一方面,快递业的迅速发展也吸引了国际大型快递企业的进入,虽然国际快递企业加快发展速度给快递行业带来活力,但也对我国发展历史不是很长的快递企业造成了比较大的威胁。顺丰速运成立于上世纪90年代,在20多年的发展过程中,公司规模不断扩大,成为我国民营快递企业的代表。虽然顺丰速运在国内快递市场上有着很多的优势,但自身也有比较明显的劣势,且与Fedex、UPS等国际快递公司相比,无论是在国际服务网络上还是在服务质量上,顺丰速运都还有较大的差距。如何抓住中国快递市场快速发展的机遇,在激烈的竞争中不断的完善自己,缩小与国际快递公司在各方面的差距,成为顺丰速运的一大考验。本文首先通过常用的PEST分析模型,分析了顺丰速运竞争的宏观环境,紧接着运用波特的五力模型研究了当前顺丰速运面临的竞争环境,然后,运用SWOT分析法在顺丰速运内部拥有资源的基础上,结合前文的环境分析,找出了顺丰速运存在的优劣势以及公司面临的机遇和挑战,并通过战略组合分析从多个方面提出了一些提升竞争力的战略。在市场方面,细分中高低端客户群,挖缺空白市场等;在品牌方面,实施品牌营销战略,提升品牌知名度,打造强势品牌;在产品和服务上,除继续提升服务质量外,还应实施差异化战略;实施人才竞争的战略,优化人力资源管理;努力提高在电子商务市场的份额,同时,抓住跨境电子商务的机遇,完善国外的服务网络。最后,针对战略的实施,从技术、基础设施、资金方面提出了一些保障措施。
[Abstract]:In recent years, with the gradual development of e-commerce and the penetration of online shopping, express delivery industry has become one of the fastest growing industries in China. On the other hand, the rapid development of the express delivery industry has also attracted the entry of large international express companies, although the rapid development of international express delivery enterprises has brought vitality to the express delivery industry. But it also poses a great threat to express delivery enterprises which have not had a very long history of development in our country. Shunfeng was established in -10s. In the course of more than 20 years of development, the company has been expanding in scale. Although Shunfeng express transportation has many advantages in the domestic express market, it also has obvious disadvantages, and compared with international express companies such as Fedex UPS. Whether in the international service network or in the service quality, Shunfeng Express has a big gap. How to seize the opportunity of rapid development of the Chinese express market and constantly improve themselves in the fierce competition, Narrowing the gap with the international express company in all aspects has become a great test of Shunfeng express transportation. Firstly, through the commonly used PEST analysis model, this paper analyzes the macro environment of Shunfeng express transportation competition. Then using Porter's five-force model to study the current competitive environment of Shunfeng express transportation, then using SWOT analysis method on the basis of Shunfeng express transportation internal resources, combined with the previous analysis of the environment. This paper finds out the advantages and disadvantages of Shunfeng Express and the opportunities and challenges faced by the company, and puts forward some strategies to enhance competitiveness from many aspects through strategic combination analysis. In brand, we should carry out brand marketing strategy, promote brand popularity, build strong brand; in product and service, in addition to continue to improve the quality of service, we should also implement differentiation strategy; implement the strategy of talent competition. Optimize human resources management; strive to increase the market share of e-commerce; at the same time, seize the opportunities of cross-border e-commerce, improve foreign service networks. Finally, for the implementation of the strategy, from technology, infrastructure, Some safeguards have been put forward with regard to funds.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F271;F259.23

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