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论文编号：	12252
作者编号：	2320180671
上传时间：	2020/12/18 17:31:35
中文题目：	HB邮政快递业务竞争战略研究
英文题目：	Research on competitive strategy of HB Postal Express service
指导老师：	薛红志副教授
中文关键字：	邮政；邮政快递快递行业；竞争战略；价值链；降本增效
英文关键字：	Post; Express Industry; Competitive strategy; Value Chain
中文摘要：	近年来，得益于我国电商行业的高速发展以及国内行业政策、交通运输、信息科技等各方面利好的促进，快递行业迅速成长为第三产业中的支柱性行业，对国民经济发展发挥着重要推动作用。随着快递行业规模不断扩大，市场竞争也不断加剧，呈现上市资本加持、民营市场份额不断扩大、快递与电商深度融合等特征。而中国邮政快递业务在错失电商时代兴起的发展机遇后，市场主体地位已被占据，品牌的影响力以及消费群体的认同度有所降低，整体发展较为缓慢，亟需加强战略布局，快速发展业务，收复市场失地。 本文结合HB邮政快递业务经营现状对其竞争战略进行研究，首先通过研究现阶段快递行业的竞争情况、发展趋势以及与竞争对手进行对标，分析HB邮政快递业务现有价值链存在的问题及其原因。其次以战略管理相关理论为基础，结合波特的竞争战略理论与价值链优化管理理论，运用系列战略管理工具从竞争战略分析、竞争战略选择、竞争战略实施三个方面对HB邮政快递业务竞争战略进行研究。接着结合企业优势资源确定企业短期目标为扭亏为盈，中长期目标为建设综合性服务平台，并针对目标客户确定企业独特的价值取向。 通过通过对用三种主要竞争战略对HB邮政快递业务的适用性进行分析，最终选择差异化战略作为HB邮政快递业务当下的主要竞争战略，并根据所选择的战略对价值链进行优化，主要在收件、分拣、运输、投递、售后服务等重要环节进行调整。接着结合优化后的价值链制定具体的差异化战略实施方案，通过人力、财务、组织等多方面措施保障该战略有效实施，并在实施过程中不断针对竞争战略进行优化，从而重塑企业竞争力，提升企业市场地位，承担快递行业国家队的使命和责任。
英文摘要：	In recent years, the express delivery industry has greatly benefited from the rapid development of my country's e-commerce industry and the favorable promotion of domestic industry policies, transportation, and information technology. Therefore, the express delivery industry has rapidly grown into a pillar industry in the tertiary industry and has played a vital role in promoting the development of the national economy. With the continuous development of the express delivery industry, market competition has become more fierce, showing many unique characteristics such as the continuous influx of listed capital, the growth of private market share, and the deep integration of express delivery and e-commerce. However, China Post's express delivery business has already missed the golden development opportunities that emerged in the e-commerce era, and most of the market share has been occupied by other companies. In addition, the brand's influence and the recognition of consumer groups have decreased, and the pace of overall development is slow. Hence, China Post urgently needs to improve its strategic layout and optimize its competitive strategy to occupy more market share. In recent years, thanks to the rapid development of my country's e-commerce industry and the favorable promotion of domestic industry policies, transportation, information technology and other aspects, the express delivery industry has rapidly grown into a pillar industry in the tertiary industry, which plays a significant role in the development of the national economy. An important driving role. As the scale of the industry continues to expand, market competition continues to intensify, showing the characteristics of listed capital blessing, private market share expansion, and mutual penetration of express delivery and e-commerce. After missing the development opportunities that emerged in the era of e-commerce, China Post’s express delivery business has already occupied its dominant market position, brand influence and consumer group identity have declined, and the overall development is slow. It is urgent to strengthen strategic layout and develop business quickly , To regain lost ground in the market. Based on the current operating status of HB's postal express business, this article studies its competitive strategy. First of all, the author analyzes the existing problems in the present value chain of HB's postal express business and the reasons for their occurrence by studying the current competition, development trends and comparison with similar companies in the express delivery industry. Secondly, the subject of the author's research method is based on the relevant theories of strategic management, and also refers to Porter's competitive strategy theory and value chain management theory. Then, the author uses a series of strategic management tools to study the competitive strategy of HB postal express business from three aspects: competitive strategy analysis, competitive strategy selection, and competitive strategy implementation. Finally, the author determines the company's short-term goals and medium- and long-term goals based on the company's superior resources. The short-term goal is to turn losses into gains. The middle and long-term objective is to build a comprehensive service platform and determine the unique value orientation of the enterprise for target customers. According to the applicability of the three main competitive strategies to HB's postal express business, the author finally chose the differentiation strategy as the current primary competitive strategy of HB's postal express business. According to the selected strategy to optimize the value chain, China Post needs to make adjustments in essential links such as receiving, sorting, transportation, delivery, and after-sales service. The practical implementation of this strategy ought to be ensured through various measures, including human resources, finance and organization. In addition, in the process of implementation, China Post should continuously optimize and improve its competitive strategy based on market performance, thereby reshaping its competitiveness, enhancing its market position, and assuming the mission and responsibility of the national team in the express delivery industry.
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