中铁快运市场竞争策略的研究.pdfVIP

I 摘 要 随着经济社会的迅猛发展和科学技术的不断进步，信息化时代已悄然而至。 近年来，电子商务在中国市场经济中占据着越来越重要的地位，它不但改变了人 们的传统消费方式，也拉动了物流业的发展，最为突出的就是快递配送的需求直 线上升。全球化信息市场和网络格局的形成，企业社会分工的不断深化，市场竞 争日益激烈，以及客户的需求的多样化，不仅给快递企业带来了良好的发展机遇， 同时也提出了更高的要求。 作为过去一直处于垄断地位的“铁老大”，中铁快运公司在新形势下也开始 转变观念，体制改革，走上市场经济化道路。但由于其长期受计划经济的影响， 缺乏竞争意识，存在机制不活、体制不顺、市场观念淡薄、服务意识和品牌理念 缺乏的问题，与整体快递行业来比，明显处于下风。尤其是面临资本雄厚、技术 先进的外资快递公司和国有物流企业的竞争,以及如雨后春笋般的民营快递企业 的兴起，中铁快运无疑要经历一个痛苦的适应和成长过程。 本文结合当前时代背景，应用所学的工商管理领域的相关知识，首先分析了 我国快递行业的发展现状，再利用 PEST 模型，波特五力模型对中铁快运公司的 宏观环境和竞争环境进行剖析，结合公司顾客满意度调查的真实数据，总结中铁 快运存在的问题。针对问题进行 SWOT 分析，权衡利弊，为中铁快运的发展提出 建议与对策，制定有效的竞争策略。 关键词：中铁快运；竞争；策略 II Abstract With the rapid development of economic and social progress of science and technology, the information age has been quietly. In recent years, e-commerce occupy an increasingly important position in the Chinese market economy, it not only changed peoples traditional way of consumption, but also stimulating the development of the logistics industry, the most prominent is the soaring demand for express delivery. Forming a global market information and network structure, corporate deepening social division of labor, an increasingly competitive market, and the diversification of customer needs, not only to the courier companies to bring good opportunities for development, but also put forward higher requirements . As the past has been a monopoly of Iron boss Railway Express Company in the new situation began to change their ideas, reform, market economy embarked on the road. However, due to its long-term impact of the planned economy, the lack of a sense of competition, there is a mechanism is not active, the system flow, and market a sense of lack of service and brand concept questions and express industry as a whole to more than obvious disadvantage. Especially in the face of strong capital, advanced technology and the rise of competing foreign courier companies and state-owned logistics companies, as well as mushrooming p