| Transportation is an traditional industries, it plays an important in the improving people’s living standards and enhancing the rapid development of the national economy. With China’s rapid economic development, it has happened huge changes in the road transport industry competition situation. At present, the characteristics of road transportation is that the main body is much, the scale is small, the market competition is scattering, the concentration is low, and the trend of the intensive and large scale is clearly in future.The QY transportation company has a long history. Under the State-owned Assets Supervision and Administration Commission,as state-owned enterprises,it is the only one QY City Department of Transportation assessed by two road passenger transport companies. To such one enterprise that is local in the leading position but does not have high market share, and lacks strategic ideas, on the one hand it has a historic opportunity for development market expansion and restructuring given; on the other hand it has to face serious challenges from high-speed rail, light rail and other irreplaceable services brought in road passenger transport business change has currently quite representative. How to find a breakthrough opportunity in the comples competition company is the main problem in the paper.The first part mainly introduces the research background, object, methods and the research frame. It is the theoretically based for the paper. The second part mainly elaborates the macro environment, market size and structure, and the industry competition environment. It attempts to summarize the opportunity and threats of the external environment by using the PEST analysis, five forces model and other the models and methods of strategic management. It also puts forward six key success factors including cyber source station and so on, and seven opportunitiers to enhance the value including small pieces of express. The third part mainly summarizes the advantages and disadvantages of the internal environment that the compnay contains by talking about the history, resources and ability of the company. Then the SWOT analysis matrix is derived in the fourth part. And we choose the W-O strategy combining with the actual situation, namely “using the opportunities, overconing the weakness”. Then the paper describies the vision and mission of the enterprise, which QY transportation company focuses on the road transport industry to become the high passenger service provider in QY city; and devotes to provide passengers with more comfortable, fast, safe and convenient travel services and new travel experience based on the internet. Then the paper determine the company’s strategic positioning that cost leading strategy on the basis of the focusing of the target market, customer and the business, as well as the professional, high quality and extension services company’s core strengths. Then the paper derived the strategic choices that choosing the strategic alliance. The five part mainly elaborates the strategic overall goals and thinking, and to ensure the supporting activities to ensure the strategy implementing successfully, including seven measures such as management of organizaiton, culture and brand, informatization and so on. Then the paper puts forward corresponding suggestions to strategic implementation. The paper puts forward the feasible and forward-looking strategic implementation opinions by exploring the strategic transformation to accelerate the transformation and upgrading of the state-owned transportation enterprises. This study of road passenger transport enterprises to enhance their market competitiveness, and promote the rapid development of road passenger transport, road passenger transport to better play the role of economic and social development of great significance in. |
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