FedEx（联邦快递）在中国市场的经营发展策略研究

发布时间：2018-03-02 13:43

本文选题：电子商务　切入点：差异化策略　出处：《北京交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：本文以FedEx(联邦快递)为研究对象。进入21世纪以后,中国经济高速增长,电子商务发展迅猛,中国快递市场成长为增长速度最快、发展潜力最大的新兴市场,FedEx逐渐将业务发展的重心转向了中国。虽然FedEx在欧美快递业市场已经取得了非常巨大的成功,但是中国市场有其独有的特殊性,FedEx到中国后,在面临着新的政治、经济、文化和社会环境,面临新的竞争者,FedEx该做出何种选择,成了竞争成败的关键所在。本文采用了实地调研法、文献综述法、比较分析法等研究的方法,运用了竞争战略的相关理论,运用五力分析模型、PEST分析法和SWOT分析模型对FedEx所处的外部环境、内部资源,竞争中的优势和劣势,发展中存在的问题及所面对的对手进行了详细的对比、说明和论述。在详细分析论证的基础上,本文针对FedEx在中国市场经营发展的方向、目标和在发展中存在的问题,制定了差异化策略,并根据差异化策略提出了八项具体的实施措施。本文通过为FedEx在中国市场发展制定的差异化发展策略和八项实施措施,有助于FedEx充分发挥自身优势,规避劣势和威胁,不断提高自身实力和市场竞争力,为FedEx在中国取得更好的发展提供更好的借鉴。本文为FedEx在中国国内快递市场的发展指明了方向。本文将理论与现实案例深入结合起来,进而使论文的研究更具有现实的指导意义,同时本文也对中国民营快递企业的发展带来一些有益的启示。
[Abstract]:This paper takes FedEx( FedExp) as the research object. Since 21th century, China's economy has grown at a high speed, e-commerce has developed rapidly, and China's express delivery market has grown to the fastest growth rate. FedEx, the emerging market with the greatest potential, has gradually shifted the focus of its business development to China. Although FedEx has achieved great success in the European and American express market, the Chinese market has its own unique characteristics after FedEx came to China. In the face of a new political, economic, cultural and social environment, facing new competitors FedEx should make the choice, has become the key to success or failure of the competition. This paper adopts the methods of field investigation, literature review, comparative analysis and so on, applies the theory of competition strategy, applies the five-force analysis model pest analysis method and SWOT analysis model to the external environment and internal resources of FedEx. The advantages and disadvantages in the competition, the problems existing in the development and the opponents faced are compared, explained and discussed in detail. On the basis of the detailed analysis and argumentation, this paper aims at the direction of the management and development of FedEx in the Chinese market. On the basis of the goal and the problems existing in the development, the differentiation strategy is formulated, and eight concrete measures are put forward according to the differentiation strategy. In this paper, the differential development strategy and eight implementing measures for the development of FedEx in Chinese market can help FedEx to give full play to its own advantages, avoid disadvantages and threats, and constantly improve its own strength and market competitiveness. This paper points out the direction of the development of FedEx in China's domestic express market. So that the study of the paper has practical significance, and at the same time, this paper also brings some beneficial enlightenment to the development of the private express enterprises in China.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F259.1;F274

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