【摘要】：經(jīng)濟(jì)一體化的快速發(fā)展,市場(chǎng)經(jīng)濟(jì)滲透,中國(guó)對(duì)外貿(mào)易經(jīng)濟(jì)在不斷的持續(xù)穩(wěn)定增長(zhǎng)。在此背景下,寧波美設(shè)國(guó)際代理公司作為寧波市場(chǎng)中型以上的貨代公司,公司的貨量也有一定幅度的增加,但是增長(zhǎng)幅度較發(fā)展初期有所減緩,總體發(fā)展不能令人滿意。 本文通過波特的理論模型等方法分析了美設(shè)公司的競(jìng)爭(zhēng)環(huán)境。從市場(chǎng)的角度看,國(guó)際貿(mào)易經(jīng)濟(jì)的快速發(fā)展,加劇了貨運(yùn)代理企業(yè)間的競(jìng)爭(zhēng),價(jià)格競(jìng)爭(zhēng)愈演愈透明,傳統(tǒng)上以價(jià)格來取勝的方法已不能適應(yīng)當(dāng)前市場(chǎng)經(jīng)濟(jì)的發(fā)展。當(dāng)前美設(shè)公司的市場(chǎng)定位有所偏移,未注重自身具有的競(jìng)爭(zhēng)力去有效利用,致使企業(yè)未能充分發(fā)揮自己的核心競(jìng)爭(zhēng)力,形成競(jìng)爭(zhēng)優(yōu)勢(shì),最終導(dǎo)致目前競(jìng)爭(zhēng)不力的局面。同時(shí),美設(shè)公司也正面臨著一個(gè)前所未有的發(fā)展契機(jī),國(guó)家政策的扶持,快速發(fā)展的貿(mào)易運(yùn)輸對(duì)貨代企業(yè)提出了更高的業(yè)務(wù)能力和服務(wù)質(zhì)量的要求,對(duì)現(xiàn)階段的美設(shè)公司而言,也賦予了更多的發(fā)展和提升空間。 本文首先闡述了競(jìng)爭(zhēng)戰(zhàn)略的理論方法以及對(duì)研究的思路進(jìn)行了簡(jiǎn)要分析,通過分析美設(shè)公司外部宏觀競(jìng)爭(zhēng)和行業(yè)競(jìng)爭(zhēng)環(huán)境、內(nèi)部資源,再利用SWOT分析方法,分析了美設(shè)公司面臨的機(jī)遇和威脅,優(yōu)勢(shì)和劣勢(shì),找出最佳戰(zhàn)略組合,提出恰當(dāng)?shù)墓緫?zhàn)略及實(shí)施方案。其中最主要的內(nèi)容有兩個(gè)：一是公司經(jīng)營(yíng)現(xiàn)狀中存在的問題以及發(fā)展定位；二是競(jìng)爭(zhēng)戰(zhàn)略的制定實(shí)施。如何體現(xiàn)自身的核心競(jìng)爭(zhēng)力,提高競(jìng)爭(zhēng)優(yōu)勢(shì),都是美設(shè)公司應(yīng)該加以研究的重點(diǎn)。 然后針對(duì)目前的市場(chǎng)狀況提出美設(shè)公司作為一個(gè)傳統(tǒng)的貨代公司,其企業(yè)的財(cái)力,領(lǐng)導(dǎo)者的知識(shí)面、團(tuán)隊(duì)的精力都是有限的,但機(jī)會(huì)是無窮的,所以企業(yè)應(yīng)該集中精力在自身的優(yōu)勢(shì)行業(yè)上,形成核心競(jìng)爭(zhēng)力走專業(yè)化的道路。美設(shè)公司的核心競(jìng)爭(zhēng)力是必須培育并堅(jiān)持專業(yè)化這個(gè)前提來加強(qiáng)市場(chǎng)的開拓力度,完善自己的組織構(gòu)架,建立有效的人力資源管理體系,改善內(nèi)部的管理,加強(qiáng)員工的服務(wù)意識(shí),規(guī)范操作行為,提高專業(yè)化服務(wù)水平。再者,美設(shè)公司應(yīng)當(dāng)實(shí)行服務(wù)創(chuàng)新、差異化營(yíng)銷戰(zhàn)略等來提升市場(chǎng)競(jìng)爭(zhēng)力,貨代企業(yè)的市場(chǎng)競(jìng)爭(zhēng)已趨于白熱化狀態(tài),美設(shè)公司必須提供個(gè)性化、特色化的服務(wù)來筑建品牌效應(yīng),滿足不同客戶的運(yùn)輸需求,才能在某一細(xì)分市場(chǎng)上,提升新的競(jìng)爭(zhēng)力,拓展新的業(yè)務(wù)來擴(kuò)大市場(chǎng)份額,爭(zhēng)取企業(yè)早日做大做強(qiáng),為以后進(jìn)一步進(jìn)入中國(guó)物流市場(chǎng)打下堅(jiān)實(shí)基礎(chǔ)。
[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.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F271;F552.6

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本文編號(hào)：2175410