Stady On The Competitive Stratedy Of SF Express

Depending on the model of direct sales and the superiority of air transportation,SF Express has always been making a rapid progress in the express delivery industry.It has already developed into the most profitable private express enterprise in China,with a unique advantage in the express industry.However,in recent years,with the joining of large e-commerce enterprises,the express industry is facing increasingly fierce competition.On the one hand,a great number of new and powerful players appear in the express industry,especially the Cainiao Alliance owned by Alibaba Group and large e-commerce enterprises such as Jingdong and Vipshop,posing great threats to other competitors.On the other hand,SF Express makes attempt to conduct cross-border business.It has not only established “SFbest” and “SF-EC” but also invested heavily to open the physical experience store “SF Hey Guest”;however,its entire efforts more or less hit bottleneck.Currently,although SF Express is still leading the express industry,it has already expanded its businesses beyond express delivery to e-commerce,supply chain and third-party financial services.Through taking advantage of Maanshan Dingtai Rare Earth & New Materials Co.,Ltd,it has even been listed on the stock market.Its original differentiation strategy in the express industry can no longer meet the requirements of diversified development.Since different sectors have their unique requirements,SF Express has to be precisely positioned in various industries.Therefore,this essay focuses on how to choose appropriate competitive strategies in the new environment and challenges.First,this essay has briefly introduced knowledge concerning strategic management theory,competitive strategy theory and methods of strategic management research.Then it has studied the competitive strategy of SF Express from three aspects including strategy analysis,strategic choice and strategy implementation.With regard to strategy analysis,proceeding from the analysis of industry reform,it has clarified the development direction of the express industry.Then it has expounded the competitive intensity of the industry by analyzing industrial structure and strategic groups,determined strategic orientation by analyzing competitors,and defined the general direction of diversified competitive strategy based on the SWOT model.In regard to strategic choice and strategy implementation,it has formulated specific strategies for SF Express in different sectors,according to the diversified strategy of SF Express,its orientation in three major business areas,and its competitive environment.Specifically speaking,this essay has elaborated the major principle and direction of SF Express in the diversified competitive strategy from a comprehensive perspective.Then it has analyzed three business areas ranging from express delivery,cross-boundary competition to cross-border competition,thus making it clear that SF Express should adopt different competitive choices in consideration of its different industrial positions,competitive goals,advantages and disadvantages.With respect to strategy implementation,in line with strategic choices,this essay has stated the goals of SF's diversified strategy from aspects including concept,business,technology and services.Then it has set forth SF's implementation plans of competitive strategy in express delivery,cross-boundary competition and cross-border competition.