Lansheng International Logistics Co., Market Entry Strategy Research

As a rising industry in China, logistic has so huge potential market that more and more companies are investing this industry. Among them, Lanshen logistic company was set up by its parent company, lanshen group. However, as a new market entrant, how to make its market strategy becomes its urgent problem.In order to solve this problem, based on strategy management theories, at first, the paper analyzes logistic environment and industry characteristic. Then the paper analyzes lanshen company's resources and target market's competence conditions and development chances. At last, the paper designs a market entry strategy plan and its implement plan.The market entry strategy of Lanshen Company is made up of three steps. First, Lanshen Company should carry out warehouse business well. Second, Lanshen Company should do third-party logistic business. Third, Lanshen Company should become supply chain integrator and the leader in airport logistic industry.The paper not only gives Lanshen Company a strategy plan to guide its future development but also provides other similar companies references to explore logistic market in China.