Development Strategic Of Sinotrans International Air Express Co., Ltd.

In the end of1980s, with the process of China’s reform and opening up and the joining of the WTO, international exchanges become more frequent. Under the stimulation of the market economy, the Express Delivery comes out as a new industry and gets the rapid development with incentive competition. In this context, a company how keeps the predominant position in the industry, an effective corporate strategy is become much important.The paper aims to investigate sino-foreign joint enterprise-DHL Sinotrans International Air Express Co., Ltd.(named as DHL Sinotrans) and combining with Deutsche Post (DHL) using PEST analysis, five forces model and SWOT analysis to make comprehensive analysis and synthesis on advantages and opportunities of the DHL Sinotrans in the current macro-environment, industry environment and business development; as well as faced weakness and threat. After deep consideration, using strategic management theory basis, focusing on characteristics for competition in the industry, taking marking as core, focusing on optimizing existing market, taking the extension of market share as the main line, to discuss the strategic planning problem of the DHL Sinotrans, concluding that the overall strategy of an enterprise is:concentration and integration strategies with a combination of strategic business to accelerate the development. Optimize the service by market-oriented, and defined the competitive strategy is centralization and cost-effective strategy. In which focuses on expansion, extending the company’s core business. Establish a marketing strategy, operating strategy, research and development strategy, human resource strategy, financial strategy and other functional strategies.As DHL is the international giant in express delivery industry, it’s has a direct role in guiding the business’s strategic choice by research and analysis their enterprise strategy; the research ideas and methods has important reference value in its implementation of strategic management and strategic research in same industry and enterprise. Meanwhile, the DHL take the "Priority of China" as their strategic planning, to a certain extent reflecting the express delivery industry reform and development outcomes, as well as reflecting the faced problems, which also has a reference meaning and guideline value for China local express delivery industry approach the international market.