本文關(guān)鍵詞： 快遞業(yè) 順豐速運 競爭戰(zhàn)略 措施　出處：《江西財經(jīng)大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：近幾年,電子商務(wù)的逐漸發(fā)展成熟以及網(wǎng)絡(luò)購物方式的滲透,為我國快遞行業(yè)的發(fā)展提供了絕佳的機遇,快遞這一行業(yè)成為我國發(fā)展速度最快的行業(yè)之一。在行業(yè)發(fā)展的同時,競爭也越來越激烈。另一方面,快遞業(yè)的迅速發(fā)展也吸引了國際大型快遞企業(yè)的進入,雖然國際快遞企業(yè)加快發(fā)展速度給快遞行業(yè)帶來活力,但也對我國發(fā)展歷史不是很長的快遞企業(yè)造成了比較大的威脅。順豐速運成立于上世紀90年代,在20多年的發(fā)展過程中,公司規(guī)模不斷擴大,成為我國民營快遞企業(yè)的代表。雖然順豐速運在國內(nèi)快遞市場上有著很多的優(yōu)勢,但自身也有比較明顯的劣勢,且與Fedex、UPS等國際快遞公司相比,無論是在國際服務(wù)網(wǎng)絡(luò)上還是在服務(wù)質(zhì)量上,順豐速運都還有較大的差距。如何抓住中國快遞市場快速發(fā)展的機遇,在激烈的競爭中不斷的完善自己,縮小與國際快遞公司在各方面的差距,成為順豐速運的一大考驗。本文首先通過常用的PEST分析模型,分析了順豐速運競爭的宏觀環(huán)境,緊接著運用波特的五力模型研究了當前順豐速運面臨的競爭環(huán)境,然后,運用SWOT分析法在順豐速運內(nèi)部擁有資源的基礎(chǔ)上,結(jié)合前文的環(huán)境分析,找出了順豐速運存在的優(yōu)劣勢以及公司面臨的機遇和挑戰(zhàn),并通過戰(zhàn)略組合分析從多個方面提出了一些提升競爭力的戰(zhàn)略。在市場方面,細分中高低端客戶群,挖缺空白市場等;在品牌方面,實施品牌營銷戰(zhàn)略,提升品牌知名度,打造強勢品牌;在產(chǎn)品和服務(wù)上,除繼續(xù)提升服務(wù)質(zhì)量外,還應(yīng)實施差異化戰(zhàn)略;實施人才競爭的戰(zhàn)略,優(yōu)化人力資源管理;努力提高在電子商務(wù)市場的份額,同時,抓住跨境電子商務(wù)的機遇,完善國外的服務(wù)網(wǎng)絡(luò)。最后,針對戰(zhàn)略的實施,從技術(shù)、基礎(chǔ)設(shè)施、資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.
【學(xué)位授予單位】：江西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F271;F259.23

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