FedEx China's Domestic Business Competition Strategy Research

In recent years,with the development of the e-commerce,the express service is growing steadily,and the annual average growth rate of express service is 20%.The strong market potential has not only led to the booming development of domestic private express companies,but also attracted some foreign companies.FedEx,as one of international express companies,launched its Chinese domestic express service in 2007.But for various reasons,FedEx's performance in China is not as satisfactory as expected,and it is still developing with small market shares and narrow profit margin.This thesis is to study the case of FedEx domestic service,and analyze the external and internal factors of the market and the company by using the PEST model,Porter's Five Force Model,SWOT tools,aiming at exploring a proper competitive strategy for FedEx.Based on the study result,this thesis has designed the differentiated focus strategy.Specifically it explains that a differentiation strategy for FedEx domestic business should be started from the aspects of the target market,services,marketing and management,and then discusses how to effectively implement the strategy,and finally evaluates the differentiation strategy from the aspects of applicability,feasibility and risk.To ensure the smooth implementation of this strategy,the thesis also comes up with suggestions on improving service network construction,transferring to localization operation model,attaching importance to the cultivation of talents and taking advantage of information technology.It is hoped this study will work not only to promote the development of FedEx Express' domestic service,but also as a reference for the entire fast growing express industry in China...