本文選題：電子商務(wù)　切入點(diǎn)：差異化策略　出處：《北京交通大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：本文以FedEx(聯(lián)邦快遞)為研究對(duì)象。進(jìn)入21世紀(jì)以后,中國(guó)經(jīng)濟(jì)高速增長(zhǎng),電子商務(wù)發(fā)展迅猛,中國(guó)快遞市場(chǎng)成長(zhǎng)為增長(zhǎng)速度最快、發(fā)展?jié)摿ψ畲蟮男屡d市場(chǎng),FedEx逐漸將業(yè)務(wù)發(fā)展的重心轉(zhuǎn)向了中國(guó)。雖然FedEx在歐美快遞業(yè)市場(chǎng)已經(jīng)取得了非常巨大的成功,但是中國(guó)市場(chǎng)有其獨(dú)有的特殊性,FedEx到中國(guó)后,在面臨著新的政治、經(jīng)濟(jì)、文化和社會(huì)環(huán)境,面臨新的競(jìng)爭(zhēng)者,FedEx該做出何種選擇,成了競(jìng)爭(zhēng)成敗的關(guān)鍵所在。 本文采用了實(shí)地調(diào)研法、文獻(xiàn)綜述法、比較分析法等研究的方法,運(yùn)用了競(jìng)爭(zhēng)戰(zhàn)略的相關(guān)理論,運(yùn)用五力分析模型、PEST分析法和SWOT分析模型對(duì)FedEx所處的外部環(huán)境、內(nèi)部資源,競(jìng)爭(zhēng)中的優(yōu)勢(shì)和劣勢(shì),發(fā)展中存在的問(wèn)題及所面對(duì)的對(duì)手進(jìn)行了詳細(xì)的對(duì)比、說(shuō)明和論述。在詳細(xì)分析論證的基礎(chǔ)上,本文針對(duì)FedEx在中國(guó)市場(chǎng)經(jīng)營(yíng)發(fā)展的方向、目標(biāo)和在發(fā)展中存在的問(wèn)題,制定了差異化策略,并根據(jù)差異化策略提出了八項(xiàng)具體的實(shí)施措施。 本文通過(guò)為FedEx在中國(guó)市場(chǎng)發(fā)展制定的差異化發(fā)展策略和八項(xiàng)實(shí)施措施,有助于FedEx充分發(fā)揮自身優(yōu)勢(shì),規(guī)避劣勢(shì)和威脅,不斷提高自身實(shí)力和市場(chǎng)競(jìng)爭(zhēng)力,為FedEx在中國(guó)取得更好的發(fā)展提供更好的借鑒。本文為FedEx在中國(guó)國(guó)內(nèi)快遞市場(chǎng)的發(fā)展指明了方向。本文將理論與現(xiàn)實(shí)案例深入結(jié)合起來(lái),進(jìn)而使論文的研究更具有現(xiàn)實(shí)的指導(dǎo)意義,同時(shí)本文也對(duì)中國(guó)民營(yíng)快遞企業(yè)的發(fā)展帶來(lái)一些有益的啟示。
[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.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F259.1;F274

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本文編號(hào)：1556771