Research On Competitive Strategy Of HT Express Enterprises

Express industry's development and economic development has a high degree of correlation.When the macroeconomic environment is better,it will effectively stimulate the activity of the whole social economy,so that people's demand for express services is increasing.And when the macroeconomic environment is poor,it will affect people's willingness to spend,thereby reducing the demand for express services.In recent years,due to the impact of various factors,the entire national economic growth continuous downward.With the slowdown in national economic growth,China's express delivery industry growth rate has been a rapid decline in the trend whether from the volume of business or business income and the entire industry competition is more intense.This paper takes HT Express Company as an example and uses the method of literature analysis,case analysis,investigation and other methods to analysis the competitive strategy of the company.In the course of the study,this paper ensures the scientific and logical from the combination of theory and practice.Firstly,this paper analyzes the internal and external environment of the HT Express Company.In the external environment analysis,it analyzed the company development of macro environment and the competitive environment of the industry through the PEST analysis method,Porter's five forces model,and the EFE matrix analysis method carried on the analysis and evaluation for the external environment of the company.In the analysis of internal environment,the internal environment of the company is analyzed in detail from two aspects of the company's internal resources and the ability of the enterprise.At the same time,it uses the IFE analysis the company's internal environment.And then it set up the HT Express Company SWOT matrix.According to the external opportunities and threats,the internal advantages and disadvantages,it establishes the company SWOT matrix.According to the actual development of the company,it was put forward that the strategy of the company.The strategy contains SO strategy,WO strategy,ST strategy and WT strategy.Then,based on the QSPM matrix to evaluate the company's strategic plan,this paper puts forward to use the differentiation strategy as the focus of the company.Finally,it put forward the HT Express Competition strategy implementation and safeguards measures.According to the actual situation of HT Express Company,it puts forward the specific measures of differentiation strategy.The strategy contains product service differentiation,market differentiation,promotion methods differentiation.At the same time,it gives the safeguards measures from the perspective of organizational leadership,staff comprehensive quality,customer relations,corporate culture.Through this article to the HT Express competitive strategy research,it finds suitable for the development of competitive strategy and provide a reference for HT Express.At the same time,through the study of this paper can provide some ideas for development of China's express industry,and promote their healthy development.