Study On Competitive Strategy Of Shandong Post Logistics

In recent years,the logistics industry especially third party logistics has got fast development in china, it already has been approved of"the third profit source"extensively. Marching into the logistics industry is a great choice of China Post according with structural adjustment and strategies transition on a large scale . Relying on mail delivery resource or ability that China post logistics (CNPL) possesses many congenital competitive advantages in market competition, also much deficiency such as the traditional system, operation and so on . How to carry out suitable competitive strategy so that to turn the deficiency to be strong and the advantage to be better, improving the competitive advantage of CNPL would be a critical problem for participating competition in domestic logistics market , which is the objective of this article. Next author will analyze the concerned theory and summarize the company's practice, so put forward the settlement of the problem . Author also wish to make a new contribution for the fast development of the postal logistics and reform of China Post.The theory of competitive advantage based on enterprise structure and value chain analytic approach a of professor Michael E.Poter, the theory of competitive advantage based on enterprise company resources of Perteraf and the customer value theory of professor Kotler are the basis of this article. The subject of the discussion combines with the logistics resources and operation of Shandong post logistics Co., Ltd, appraises the competitive situation of the company all-sided making five-kinds effort analytic approach of Professor Porter's. And then author compares the company with the rival and makes the approach of SWOT analyse, the company's competitive advantages has been defined and competitive strategy been chosen; next, a particular value chain of the company would be given, the key activity influencing company's customer value has been found out, which can enable us hold the focal point on next analysis. At last, author provides some innovative measures and suggestions for company's value chain under the guidance of service-differences strategy. The author carries on in-depth analysis from five respects, and puts forward some measures of the reform that can promote company's competitive advantage separately:(1)Accelerate the reforms of company's management system, strategy and network, consolidate the traditional advantage;(2) Combine resources of the products, perfect appreciation service system, give play to the advantage of serving;(3)Structure the scientific marketing organizing system, improve the marketing...