韵达快递公司竞争战略研究

发布时间：2018-03-24 18:06

本文选题：竞争战略　切入点：差异化　出处：《吉林财经大学》2017年硕士论文

【摘要】：我国的快递业始于上个世纪八十年代,起初只有中国邮政特快专递(EMS),经过了多年逐步发展,快递业逐渐走向了更加专业更加现代化的发展之路,如今随着我国经济和科技的不断发展与进步,我国快递业正呈现出蓬勃发展的态势,市场竞争日益激烈,市场机制不断完善,已经成为了我国第三产业中的支柱性行业,为国民生产总值做出了巨大贡献。当前,中国的快递市场上的竞争主体主要包括国有快递企业、民营快递企业和跨国型国际快递企业。作为民营快递企业之一,韵达快递是我国民营快递企业的杰出代表,在与各种竞争力量的较量下,呈现出自己的竞争优势,也深刻的意识到自身的缺陷与不足,在成长中不断修正和完善。本文在对快递的内涵和分类以及竞争战略概念和种类进行概括性介绍的基础上,对韵达快递公司的宏观外部行业、行业竞争环境以及公司内部的资源能力分别进行了客观详细的阐述,进而通过运用五力分析、SWOT分析等方法对企业的优势、劣势、机会和威胁进行分析总结。在此基础上,文章得出了韵达公司应该选择差异化竞争战略的结论。文章通过研究,使得韵达公司能够更加清晰的认识自我,了解其所处的行业地位,并在差异化竞争战略研究结论的基础上进一步得出企业战略实施的具体方案,从品牌营销、产品服务创新、市场细分、产品服务质量提升、人才战略和信息化建设等多方面进行阐述,为韵达快递公司未来战略实施的制定提供一些参考性意见,有助于企业的长远发展,这也是本文的创新之处。
[Abstract]:The express delivery industry in our country began in the 1980s. At first, only China Post Speedpost was sent to EMS.After years of gradual development, the express delivery industry gradually moved towards a more professional and more modern development road. With the continuous development and progress of our economy and science and technology, the express delivery industry in our country is showing a vigorous development trend. The market competition is becoming increasingly fierce and the market mechanism is constantly improving. It has become a pillar industry in the tertiary industry of our country. At present, the main body of competition in China's express delivery market mainly includes state-owned express enterprises, private express enterprises and transnational international express delivery enterprises. As one of the private express enterprises, Yoda Express is an outstanding representative of private express enterprises in our country. Under the competition with all kinds of competitive forces, it presents its own competitive advantage, and it is also deeply aware of its own defects and shortcomings. On the basis of a general introduction of the connotation and classification of express delivery and the concept and types of competition strategy, this paper gives a general introduction to the macro external industry of Yoda Express Company. The competitive environment of the industry and the internal resource capacity of the company are described in detail, and then the strengths, weaknesses, opportunities and threats of the enterprises are analyzed and summarized by using the five forces analysis and SWOT analysis methods. On the basis of this, the paper analyzes and summarizes the advantages, disadvantages, opportunities and threats of the enterprises. The article draws the conclusion that the company should choose the differentiated competitive strategy. Through the research, the company can understand itself more clearly and understand its position in the industry. And on the basis of the conclusion of the research on the differentiated competition strategy, the concrete plan of the implementation of the enterprise strategy is obtained, which includes brand marketing, product service innovation, market segmentation, and the promotion of product and service quality. The talent strategy and information construction are expounded in order to provide some reference suggestions for the formulation of the future strategy implementation of Yoda Express Company, which will be helpful to the long-term development of the enterprise, which is also the innovation of this paper.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F259.23;F271

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