Research On The Competitive Strategy Of HTHX Logistic Limited Company

In recent years, with the rapid development of China’s economy and society, and the attention of our government to the logistics industry development, China’s logistics industry has grown rapidly, which has become a new economic growth point. All from the central and local governments to support the introduction of preferential policies, also provides the opportunity for development of the logistics industry in Zibo city. Howerver, the overall level of development of the logistics industry is still relatively low, which is not very good with the need of local economic and social development. Especially in recent years, with various operating costs increased, a large part of logistics enterprises have suffered operating difficulties. The small and medium-sized logistics enterprises, limited by their own weakness of ambiguous development strategy and the small scale, which results in a more difficulty to develop in the market competition.This paper studies HTHX Logistic Limited Company, a considerable size of the small and medium-sized logistics enterprises, which satys in the author’s work location, through the use of the knowledge learned during the MBA management theory, according to the theory of contact principles to practical, with the flexible use of various theoretical analysis tool and the analysis of the internal and external environment of the company, a competitive strategy for the company have been studied and formulated, which has a strong practical significance to the development of enterprises, and also has a certain reference to the development of other small and medium enterprises of the logistics industry in Zibo City.This paper firstly introduced the theory of competitive strategy, and then analysed from the external and internal environment where the HTHX Logistic Limited Company located. Using the PEST method and Porter’s five forces analysis model to carry on the comprehensive and systematic analysis on the company’s external environment, then from the actual situation of the HTHX Logistic Limited Company, based on the logistics operation, human resources, internal management, brand building and other aspects of research, the author analysed the internal environment of HTHX Logistic Limited Company.,which lay the basis for the analysisi of strategic research.Based on the analysis on the status of the company, the author conducted a comprehensive analysis a nd evaluation of the company’s advantages and disadvantages with SWOT analytical met hod and the opportunities and threats the company is likely to face, then proposed three al ternative competition strategy, using quantitative analysis method of QSPM matrix of each strategy to score evaluation, and ultimately determined the actual differentiation strategy fo r the development of the company.. With the specific content including the differentiation of logistics technology, brand construction, customer service, strategic cooperation, and from the aspects of corporate culture, human resource management, organization structure, the author puts forward safeguard measures to ensure the smooth and effective implementation of the strategy of alienation.