【摘要】：據(jù)統(tǒng)計(jì),世界上的國(guó)際貿(mào)易貨物的80%以上是通過(guò)海洋運(yùn)輸來(lái)完成交貨的。因此,國(guó)際航運(yùn)業(yè)與世界經(jīng)濟(jì)和國(guó)際貿(mào)易有著不可分割的緊密聯(lián)系,而貨運(yùn)代理公司是聯(lián)系承運(yùn)人、貿(mào)易港口和貨主的紐帶,對(duì)國(guó)際貿(mào)易中貨物的順利交付起著重要的橋梁作用。但當(dāng)前,由于世界經(jīng)濟(jì)危機(jī)的嚴(yán)重影響,整個(gè)國(guó)際貿(mào)易量迅速降低,我國(guó)的航運(yùn)業(yè)也受到嚴(yán)重沖擊,許多航運(yùn)代理公司面臨重大的生存危機(jī)。 S公司是青島一家中小貨運(yùn)代理公司,由于沒(méi)有明確的發(fā)展方向和公司戰(zhàn)略,加之金融危機(jī)的影響,近三年來(lái),公司不但沒(méi)有發(fā)展,利潤(rùn)率也在逐年下降,面臨著嚴(yán)重的生存危機(jī)。在此背景下,S公司應(yīng)該如何制定切實(shí)可行的戰(zhàn)略,準(zhǔn)確把握內(nèi)外部環(huán)境,有效應(yīng)對(duì)市場(chǎng)危機(jī),尋找機(jī)會(huì),保證公司的生存和發(fā)展,具有非常重要的現(xiàn)實(shí)意義。 本論文首先闡述S公司的戰(zhàn)略現(xiàn)狀,指出當(dāng)前存在的問(wèn)題；其次,對(duì)S公司的外部和內(nèi)部環(huán)境進(jìn)行分析,并運(yùn)用EFE矩陣和IFE矩陣評(píng)價(jià)法,對(duì)S公司的外部和內(nèi)部因素進(jìn)行評(píng)價(jià)；再次,利用SWOT分析方法闡明S公司外部機(jī)會(huì)、威脅和內(nèi)部?jī)?yōu)勢(shì)、劣勢(shì),并歸納出可供選擇的戰(zhàn)略方案；之后,針對(duì)可選戰(zhàn)略,利用層次分析法進(jìn)行矩陣計(jì)算,并分析和選擇適合S公司的發(fā)展戰(zhàn)略；最后,制定了具體的戰(zhàn)略實(shí)施方案和風(fēng)險(xiǎn)防范措施。 本文利用S公司以往的財(cái)務(wù)資料和最新調(diào)研數(shù)據(jù),以定量和定性分析相結(jié)合的方式,從發(fā)揮優(yōu)勢(shì),應(yīng)對(duì)威脅的角度,為該公司制定了長(zhǎng)期有效的公司戰(zhàn)略。本文研究結(jié)果不僅對(duì)S公司的生存和發(fā)展有切實(shí)的幫助,對(duì)同類貨運(yùn)代理公司的戰(zhàn)略制定也有一定的參考價(jià)值。
[Abstract]:According to statistics, more than 80% of the world's internationally traded goods are delivered by sea. As a result, the international shipping industry is inextricably linked to the world economy and international trade, while freight forwarders are the link between carriers, trading ports and shippers. It plays an important role in the smooth delivery of goods in international trade. However, due to the serious impact of the world economic crisis, the whole volume of international trade has decreased rapidly, and China's shipping industry has also been seriously impacted, and many shipping agents are facing a major survival crisis. S company is a small and medium-sized freight forwarding company in Qingdao. Due to the lack of clear development direction and corporate strategy, coupled with the impact of the financial crisis, the company has not only not developed in the past three years, but also the profit margin has been declining year by year. Facing a serious survival crisis. In this context, how to formulate feasible strategy, accurately grasp the internal and external environment, effectively deal with the market crisis, find opportunities to ensure the survival and development of the company, is of great practical significance. This paper first expounds the strategic situation of S company and points out the existing problems. Secondly, it analyzes the external and internal environment of S company, and evaluates the external and internal factors of S company by using EFE matrix and IFE matrix evaluation method. Thirdly, SWOT analysis method is used to clarify the external opportunities, threats and internal advantages and disadvantages of S company, and the alternative strategic scheme is summarized. Then, aiming at the optional strategy, the matrix calculation is carried out by using analytic hierarchy process (AHP), and the development strategy suitable for S company is analyzed and selected. Finally, the specific strategic implementation plan and risk prevention measures are formulated. Based on the previous financial data and the latest research data of S Company, this paper formulates a long-term and effective corporate strategy for S Company from the point of view of giving full play to its advantages and dealing with threats by combining quantitative and qualitative analysis. The research results of this paper are not only helpful to the survival and development of S company, but also have certain reference value to the strategy formulation of the same kind of freight forwarding company.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F552.6

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