中外运敦豪国际快递业务竞争战略探究.pdfVIP

Research on Competitive Strategy for DHL-Sinotrans’ Chinese International Express Service ABSTRACT With the process of Chinas reform and opening up, the economy of China are developing fast and the growth pattern of economic are changing. Meanwhile modern express delivery service has been an industry with great demand and enormous market potential, which attract capital domestic and abroad into this industry. DHL and other express company such as UPS, FedEx, and TNT have seen good prospects of China and Asia express market, and thus make this market’s competition fiercer. As the first foreign-invested company entering the Chinese express industry, DHL-Sinotrans International Air Courier Ltd (named as DHL-Sinotrans) is in the leading position of the market and has reasonable layout of its customers. But nowadays the DHL-Sinotrans are facing more and more challenges and threats while both foreign-invested enterprises and some state owned enterprise with policy advantage are pouring into this market. Now DHL-Sinotrans have troubles such as continued declining of market share, complex organizational structure, high cost, and weakening product competitive advantage waiting to be solved at once. DHL-Sinotrans needs to develop competitive strategy to win back advantage in the international express business market at once. DHL-Sinotrans is the research object of this paper. Based on competitive strategy theory, by using analysis of the macro environment and micro environment, SWOT analysi