The Research On The Competitive Strategy Of Nippon Express(Shanghai)

With the acceleration of economic globalization and the fast development of Chinese economic development, the international trade and national trade within the country grows very fast, which brings the fast development of national logistics industry. Meanwhile, more and more international logistics enterprises entered Chinese logistics market which is a huge logistics market. This makes the competition of Chinese logistics market much fiercer. Under such background, how to get sustainable competitive advantage has become an important issue waiting to be solved by logistics enterprises.This paper used the relevant theory of competitive strategy and proposed the competitive strategy for Nippon Express (Shanghai) Company on the basis of the analysis of the internal and external environment of the company. Moreover, in order to ensure the effective implementation of the competitive strategy of Nippon Express (Shanghai) Company, the paper made the implementation guarantee measures for the company. The study result of the paper not only can give some guidance for the sustainable development of Nippon Express (Shanghai) Company, but also can give some reference for Chinese logistics enterprises.This paper mainly divides into six parts. The first part is introduction, which mainly introduces the study background, the study object, the study method and the structure of the paper. The second part is the relevant literature review, which includes the definition, the research status and the basic classifications of competitive strategy and the analysis tool of the paper. The third part is the analysis of the competitive environment of Nippon Express (Shanghai) Company, which includes the macro environment analysis, the industry environment analysis and internal environment. The fourth part is the competitive strategy making of Nippon Express (Shanghai) Company. Through the analysis of the strengths, weaknesses, opportunities and threats of the company, the paper made the competitive strategy of the company, which includes product differentiation strategy, technology differentiation strategy and management differentiation strategy. The fifth part is the implement guarantee of the competitive strategy of Nippon Express (Shanghai) Company, which includes strength the human resources management, strengthens the technical research of logistics service and brand construction and capital guarantee. The last part is the conclusion.