Research Of The Competition Strategies Of DS(South China) International Freight Forwarding Co., Ltd

International freight forwarding is the main organizer of international transport, which plays a significant role in international trade. The international freight forwarding industry in China has developed rapidly after the deregulation of industry in 2005, which was still behind the world industry level in general. DS(South China) Company is a wholly owned subsidiary of DS Group in south China, which has developed rapidly for many years since established in 2007. However, it is faced with the bottleneck of development and needs strategic adjustment to ensure the sustainable development of the company.This thesis talks about the question which is introduced through the challenge and dilemma confronted by DS(South China). It uses PEST theory to analyze the company’s current political and legal environment, economic environment, socio-cultural environment, technological environment and other external environment of a macroscopic level. Moreover, it analyzes the competitive situation of forwarding industry at the present stage through five forces model, so as to insight into the opportunity and menace faced by the company at the present macro environment. The thesis is based on the resource-based view of the enterprise and summarizes the internal resource of the company in the view of the way how the internal resource keeps the sustainable competitive advantage of the company, so that it will clearly define the advantage and disadvantage of the company’s internal resource.On the basis of the previous analysis, the thesis confirms that differentiation is the overall competitive strategy of the company. On this basis, it uses SWOT matrix as a tool. Under the direction of the new strategic target, it matches the opportunity and menace faced by the company with the resources of the company’s advantage and disadvantage, and determines the strategy which is suitable for the current actual demand of the company: consolidate the traditional core markets, develop the regional markets in Asian, improve IT system and develop the Third-Party Logistics. Based onthese four strategies, the thesis also puts forward the following four measures, organize an adjustment of the institution, increase financial investment, improve incentive mechanism, and strengthen the marketing as well as human resource system, so as to guarantee the success and effective implementation of the strategy.Through implementing the strategies mentioned above, the thesis will ensure that DS(South China) Company can maintain a sustainable competitive advantage in the fierce competition of the market, win the profit which is over the average level of the industry, and occupy a favorable competitive position, at the same time, to be accordant with the global layout of DS Group, provide the customers with better logistics services, achieve the vision of continuously optimizing the balance sheet of customer logistics assets. In addition, through the above analysis and research, it can offer reference values on the analysis, choice and implementation of the competitive strategy to the domestic counterparts as well.