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论文编号：	11398
作者编号：	2320170292
上传时间：	2019/12/14 9:31:49
中文题目：	天津邮政寄递业务差异化战略研究
英文题目：	Research on Differentiation Strategy of Tianjin Post Express Service
指导老师：	石鉴
中文关键字：	寄递业务；差异化战略；天津邮政
英文关键字：	Express Service；Differentiation Strategy；Tianjin Post
中文摘要：	中国邮政于20世纪80年代开办特快专递业务，开创中国快递业之先河，并在过去几十年居于市场主导地位。但近年来，网络购物的便利性和多样性助推了快递业的迅速发展，快递企业的同质化竞争愈发激烈，在经营方式灵活的民营快递以及综合实力雄厚的外资巨头的内外夹击中，邮政寄递业务的市场份额不断被蚕食。作为中国邮政的分公司，天津邮政同样面临复杂严峻的竞争形势，如何利用自身优势抓住市场机遇，探索并制定生存发展之路，成为企业亟待解决的难题。 本文将天津邮政寄递业务作为研究对象，以迈克尔·波特的竞争战略为理论基础，着重探讨如何采取差异化战略来提升天津邮政寄递业务的市场竞争力。首先，通过对天津邮政寄递业务所处的宏观环境、产业环境两方面进行具体的剖析，了解其外部综合环境；同时从天津邮政寄递业务发展现状及活动价值链的分析，全面了解天津邮政的内部综合环境。其次，采用SWOT分析方法确定天津邮政在快递行业的竞争优势和劣势以及面临的机会和威胁等因素，对其科学制定差异化竞争战略以及建立竞争优势提供决策依据。最后，围绕科技赋能和服务改善的理念，从天津邮政寄递业务的运营能力、营销能力及人力资源三个方面提出保障和优化措施，全面提升综合竞争力，保证天津邮政寄递业务战略目标的顺利实现。 本文将MBA期间学习的管理理论与天津邮政寄递业务的运营实例相结合，并提出具有实际操作性的战略方案，对邮政快递企业加快创新发展、战胜风险挑战具有一定的指导意义，亦为国内快递企业的竞争研究分析提供参考。
英文摘要：	In the 1980s, China Post started express delivery service, pioneered the Chinese express industry and had been the market leader in the past decades. However, in recent years, the convenience and diversity of online shopping have promoted the rapid development of express industry, homogeneous competition among express enterprises has become increasingly fierce. China Post express business has been hit by flexible private enterprises and foreign giants with strong comprehensive strength, which cause its market share decrease constantly. As the branch of China Post, Tianjin Post is also facing a complex and severe competition situation. How to seize market opportunities and explore the development strategy has become an urgent problem for Tianjin Post. This thesis takes Tianjin Post as the research object, uses Michael Porter's competitive strategy as the theoretical basis, focuses on how to adopt differentiation strategy to enhance the market competitiveness. Firstly, it analyses the macro-environment and industrial environment of Tianjin Post to understand its external market competition environment, meanwhile, by combining the development status with value chain of Tianjin Post so that we can make a reasonable judgment on the internal environment. Through the summary of the internal and external environment, the thesis uses SWOT model as decision-making basis to make differentiated competitive strategies and establish competitive advantages scientifically. Finally, based on the concept of technology revolution and service improvement, through three aspects including operations, marketing and HR policies to enhance the comprehensive competitive advantages so that the strategic objectives of Tianjin Post express service can be fully realized. The study combines the management theories during my MBA studies with practical cases related to Tianjin Post express service, and put forward a practical strategic plan which will provide guiding significance for postal?enterprises to accelerate innovation development and overcome risk challenge, also provide a reference for the competitive research and analysis of domestic express enterprises.
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