H Company Suzhou Market International Express Business Competition Strategy Research

In recent years,suzhou foreign trade has achieved remarkable achievements.In the first half of 2016,the total import and export volume of suzhou private enterprises reached 300 billion yuan,up 13%year-on-year.According to the list of China's top 100 foreign trade cities published by China customs magazine in 2016,suzhou's comprehensive score of 79.80 points is the second place in China's top 100 foreign trade cities for 10 consecutive years.As the fastest way of transportation,air express is increasingly used by airlines to transport samples or urgent items abroad.At present,in suzhou international air express market,the three international express companies occupy more than 85 percent of the international express market,and the competition among the three enterprises is fierce.DHL(hereinafter referred to as H company after)into the suzhou market in 1997,after 20 years of development,H company in suzhou international express market has been in a leading position,but as the federal express(after referred to as"F")and the United States ups(after referred to as "U company)set up the company in suzhou,the development of H company in suzhou is the acid test.The initial strategy of H company is similar to its transnational business,which quickly obtains consumers' favor through high quality service,skilled staff and diversified products.However,with the rapid development of informatization,the service level of international express delivery enterprises tends to assimilate,so more and more consumers are focusing on the result of the process.After the global economic crisis in 2009,sino-us trade volume growth,U company with American background advantage and F company,have more than H company route traffic rights in the United States,American airline's disadvantage more highlight H company.H company believe that as long as have more rights,through accumulated in suzhou market brand,service awareness and word of mouth,can to get the favour of customers,and bring a volume growth.But a few years it has been proved that this strategy did not achieve the desired effect,in recent years,H companies do to more American routes,overflow problem basically solved,but the route of weak problem has not been fundamentally solved.This paper takes H company as the research object.Using PEST analysis,five-force model and SWOT analysis,the external environment and industrial environment of H company in suzhou are summarized.The internal environment of H company was deeply analyzed.The SWOT analysis model is used to demonstrate the advantages and opportunities of H company in suzhou international express delivery market,as well as the threats and disadvantages.Through in-depth thinking,using what they have learned basic knowledge of strategic management theory,according to the characteristics of the industry,by improving the operation mode,improve service quality,higher market share as the core,meet the overall strategy of the development of H company and safeguard measures.