| With the "One Belt And One Road" national strategy proposed,China’s foreign trade has reached a new height,and the international logistics industry is booming.China is expected to become the world’s logistics distribution center.China’s unique economic pattern has given the international freight forwarder market a unique opportunity to develop,as an important part of trade and transportation,its potential in the current environment,more reflects the unprecedented vitality.However,problems such as low added value,low entry threshold and homogenization of the traditional freight forwarding industry have gradually turned the industry market from a monopoly market into a perfect competition market.Informatization has greatly improved the market transparency and increased the marketing difficulty.The number of domestic registered small and medium-sized international freight forwarding companies has exceeded 40,000,the number of Zhengzhou city market international freight forwarding companies from the original two or three to now hundreds of,the market competition is increasingly fierce.Centering on the construction of aviation hub,Zhengzhou airport has accelerated the agglomeration and development of aviation preferred industries.It has attracted nearly 50 large freight forwarding enterprises to settle in,and the whole industry is faced with the survival of the fittest and the big fish eating the small fish.Zhengzhou D international freight forwarding company main aviation international freight forwarding,based on the logistics industry of Zhengzhou airport and Zhengzhou airport.The business of the past two years has been stable in the decline,the company continued to expand the business has not been able to improve the performance of the tepid situation.How to achieve sustainable development in the competitive market environment has become an urgent problem for D international freight forwarding company.This paper first analyzes the macro environment of D international freight forwarder with the strategic analysis tool PEST model,and concludes that the external policy environment and development opportunities of the company are good.In particular,it can make full use of the convenience measures of Zhengzhou airport logistics to support the development of the company.Based on the analysis of the competition structure of the industry by porter’s five forces model,it is found that D company is increasingly prominent in the competition,and its resources and capabilities are unable to compete with the large freight forwarding companies.Under the lowprofit environment of the industry,it has to deal with the impact of third-party logistics and ecommerce platforms.The internal human resources,assets,organizational structure and business model of the enterprise do not match the current development of the company,and there are many problems.At last,based on the SWOT analysis matrix and the enterprise’s advantages,disadvantages,opportunities and threats,D international freight forwarding company is repositioned to develop a growth-oriented development strategy that focuses on its core business,provides differentiated services and improves its core competitiveness.Meanwhile,a series of measures such as strengthening brand marketing,developing human resources and optimizing organizational structure are taken to ensure the implementation of the strategy.As the representative of small and medium-sized freight enterprises,Zhengzhou D international freight agency hopes to provide guidance and reference for the development of many enterprises facing the same competitive dilemma in the region through its analysis and exploration. |
