|
Economic globalization and the fast growth of China’s foreign trade promotes the rapid development of China’s third-party logistics industry. The end of China’s WTO transition period, the global financial crisis and increasing competition have a tremendous impact on the small and medium enterprises in the third-party logistics market, and they need Scientific strategic theory to help them develop.The thesis takes Qingdao Zhuoyuan International Logistics Co., Ltd. as an example. Using strategic management theories, especially the theory of SWOT Analasis, combining with the practice experiences in third party logistics management, The thesis analyzes the internal and external environment of the enterprise and draw a conclusion by developing a proper Corporate strategy for the enterprise. Using the Five Competitive Forces theory, the thesis analyzes the industry competition environment and works out the Business layer strategy for the enterprise. Also the thesis proposes specific plans and measures. The internal and external environment that Qingdao Zhuoyuan International Logistics Co. Ltd. faces is typical among small and medium enterprises. The thsis aims at providing experiences for the small and medium enterprises in the third-party logistics market. And that relates to long-term development of China logistics industry.Qingdao Zhuoyuan International Logistics Co., Ltd., like most small and medium sized logistics enterprises, has opportunities such as government’s support, increasing total demand, the industry in growth stage, the social acceptance, the excellent port environment, and so on. And the enterprises faces threat such as financial crisis, foreign enterprises’entry, the lack of industry standards and industry self-regulation, and so on. Qingdao Zhuoyuan International Logistics Co., Ltd. has strengths like full operational capacity, abundant fixed assets, creative ability, good co-operation network and client resources, emphasis on management systems, stable corporate culture, and so on. At the same time, it has weaknesses like the lack of professionals and technology, hidden danger in marketing model and financial situation, and so on. The thesis concludes that the company should take intensive development strategy as its corporate strategy, which means strengthening the conmpany’s advantages, exploiting opportunities, picking out the features, developing comprehensively, enhancing brand competitiveness, taking 3-5 years to become the leading in the air transport market and become an integrated logistics service provider. Next, the thesis analyzes the industry competition environment and finds the low trade barriers, strong supplier bargaining power, weak buyer bargaining power, small alternative threat, and fierce competition among existing firms. The thesis developes the business layer strategy for the company, that is, Differentiation Strategy, which means giving full play to the advantages of rapid response and innovation, developing the existing special business, creating differences on products and services, enhancing their brand competitiveness, so as to get long-term competitive advantages and find out the blue ocean.To ensure the smooth implementation of the strategy, the thesis develops short and long term plans and implementation measures such as working on specific markets, finding special product, and so on.
|